Good measurement is clear, consistent, and tied to decisions. This framework keeps reporting credible while still showing impact.
1) Start with outcomes
Define what PR should change. Common outcomes:
- trust and reputation
- demand or intent
- risk reduction
- licence to operate
Write each outcome in plain language so leadership agrees on success.
2) Separate inputs, outputs, outcomes
- Inputs: briefings, press releases, spokesperson activity
- Outputs: coverage volume, outlet tier, message accuracy
- Outcomes: perception shifts, stakeholder responses, reduced risk
This prevents activity from being mistaken for impact.
3) Create a small KPI set
A strong executive dashboard usually includes:
- coverage quality (tier + accuracy)
- message pull‑through
- share of voice (quality‑weighted)
- sentiment trend
- one business proxy (web traffic, inquiries, recruitment)
More metrics often reduce credibility rather than increase it.
4) Use stable benchmarks
Benchmarks only work when they are consistent:
- keep competitor set stable for a quarter
- use the same time window each period
- document any changes explicitly
5) Add narrative and decisions
Numbers alone do not drive action. Include a short narrative:
- what changed
- why it changed
- what decision is recommended
6) Document assumptions
Every metric has limits. State assumptions about timing, influence, and overlap with other channels. Transparency builds trust.
7) Set a reporting cadence
- Weekly: operational output and emerging risks
- Monthly: trend movement and narrative shifts
- Quarterly: outcome review and strategy reset
Cadence keeps reporting relevant without overwhelming leadership.
FAQ
How many PR KPIs should we report?
Five to eight KPIs is usually enough for leadership.
Can PR measurement prove ROI?
It can show directional impact and correlation, but direct attribution is limited.
Should we use AVE?
Most modern frameworks avoid AVE because it does not reflect outcomes.
What is the most reliable PR metric?
Coverage quality and message pull‑through are often more reliable than volume.