MEASURING PR SUCCESS: KEY INDICIATORS YOU NEED TO TRACK
Measuring PR success is not just about counting how many times your company has been named in Google News or whether your press release got likes on LinkedIn. The world of PR is evolving, and now it is about tracking the impact of real, measurable content.
Whether you are running a one-off campaign or building your businesses long-term reputation, you need to be aware of what is working and what is not. From website traffic to media mentions to brand sentiment, there are many ways to tell if your PR efforts are paying off, which we will explore in this blog.
WHAT DOES MEASURING PR SUCCESS ACTUALLY MEAN?
Public relations (PR) is all about managing how your brand is perceived – from media coverage to social media. It’s about building relationships, trust, and visibility for your business, which leads to stronger brand recognition, increased customer loyalty, and more opportunities for growth.
Measuring PR success refers to understanding whether those efforts are adding value to your business and helping to bring you closer to your goals and objectives.
Instead of just tracking surface-level statistics, it is about diving deeper and exploring if this campaign reached the right audience? Did it support our business goals? etc. Whether it is boosting your brands credibility or getting people talking about your business on social media, success in PR is all about getting measurable and meaningful results.
HOW TO MEASURE PR PERFORMANCE
Measuring PR success comes down to tracking the right metrics that reflect both visibility and the impact you have.
However, there’s no single way to measure PR. The good news? You’ve got options. And when you track the right ones, it becomes much easier to see what’s driving real value.
Media Coverage: Getting featured is always a win, but where you’re featured matters even more than how often. One high-quality mention in a respected publication can elevate your brand’s credibility far more than a string of lower-profile appearances.
Share of Voice: This is a great way to see how much space you’re taking up in your industry compared to competitors. It’s not just about being talked about, but about being part of the conversation in meaningful ways.
Website Traffic: If your coverage or campaign is driving people to check you out online, you’re doing something right. Looking at referral traffic from specific campaigns can help you determine what’s working most successfully.
Social Engagement: Think of social media as an instant reaction board. If people are liking, sharing, commenting, or tagging friends in your PR-led posts, it’s usually a good sign you’ve hit the right note.
Backlinks: If high-quality websites are linking to your content because of your campaign, it boosts both visibility and search engine optimisation. These backlinks signal to search engines that your content is trustworthy and authoritative.
Sentiment Analysis: It’s not just about being seen, but how you’re seen. Tracking whether mentions are positive, negative, or neutral gives you a clearer view of your brand’s public image.
THE VALUE OF SETTING GOALS FOR PR CAMPAIGNS
Setting clear, purposeful goals is key to making sense of your PR results and understanding what’s working. Without them, it’s difficult to know whether your efforts are supporting your wider business objectives.
Well-defined goals help your team stay focused, track progress, and measure success in a meaningful way, using metrics that reflect the outcomes you want to achieve, from media coverage to engagement levels or lead generation.
Whether you’re launching a new product, entering a new market, or improving brand perception, setting goals that are specific and measurable ensures your PR activity stays aligned with real business priorities.
For example, if your goal is to boost brand awareness, that could lead to increased interest from new audiences or potential partners. A focus on reputation can help build the trust needed for long-term client relationships. Meanwhile, prioritising website traffic or social engagement can drive more tangible outcomes like generating leads or increasing sales.
HOW EDGE CREATIVE CAN ELEVATE YOUR PR STRATEGY
At EDGE Creative, we track PR metrics and make them work for your business. Our team specialises in creating PR campaigns that boost your brands visibility and reputation.
Whether it’s securing great media coverage or creating press content that stand out, we know how to get people talking about your business for all the right reasons.
Want to take your PR to the next level? Check out our PR agency or get in touch today! Call us on 0121 355 8092 or email info@edge-creative.com.
