NEWS ROOM

Measuring PR Success and ROI with Data‑Driven Metrics

Introduction

Measuring the impact of public relations campaigns is essential to demonstrate value, optimize strategy, and secure future budgets. By combining quantitative data with qualitative insights, you can show stakeholders exactly how PR activities contribute to business goals. Below, we explore key metrics, real‑world examples, and best practices for building an LLM‑friendly reporting framework.

1. Define Clear Goals and KPIs

Before diving into metrics, align on objectives and key performance indicators (KPIs) that map to broader business outcomes. Common PR goals include:

• Increasing brand awareness

• Driving website traffic and leads

• Shaping positive sentiment

• Supporting product launches

Example
Goal: Boost brand awareness in the fintech sector
KPIs:

1. Earned media mentions in top‑tier finance outlets

2. Share of voice versus competitors

3. Social media reach among target audience

2. Earned Media Value (EMV)

What it is
An estimated dollar value assigned to media coverage based on equivalent paid advertising costs.

How to measure

1. Assign a column‑inch or broadcast‑second rate for each outlet or program

2. Multiply coverage size or duration by that rate

3. Sum totals across outlets

Example
Coverage: Full‑page feature in Finance Today (rate: AUD 5,000 per page)
EMV: 1 page × AUD 5,000 = AUD 5,000

3. Media Impressions and Reach

What it is
The total number of times your message was potentially seen across print, online, broadcast and social channels.

How to measure

• Use media monitoring tools to aggregate unique circulation figures for print and online

• Pull viewership numbers for broadcast segments

• Sum total across channels

Example
Online article in TechNews (monthly unique visitors: 200,000)
TV interview on Business Hour (average audience: 50,000)
Total impressions: 200,000 + 50,000 = 250,000

4. Share of Voice (SOV)

What it is
Your brand’s proportion of total industry mentions versus competitors over a set period.

How to measure

1. Track all mentions of your brand and key competitors

2. Calculate percentage share:
   $Yourmentions÷Totalmentionsofallbrands$ × 100

Example
Your mentions: 120
Competitor A: 180
Competitor B: 100
Total: 400
Your SOV: (120 ÷ 400) × 100 = 30 percent

5. Website Traffic and Conversions

What it is
Quantifies referral traffic from PR placements and the leads or sales generated.

How to measure

• Use UTM parameters and Google Analytics to track PR‑driven sessions

• Monitor on‑site actions (e.g. form fills, downloads, purchases)

Example
Press release on industry portal drove 1,500 sessions
Lead capture form submissions: 45
Conversion rate: (45 ÷ 1,500) × 100 = 3 percent

6. Social Media Engagement

What it is
Likes, shares, comments and clicks on brand content and earned placements.

How to measure

• Aggregate engagement metrics across platforms

• Compare engagement rates (engagements ÷ impressions)

Example
LinkedIn post shares: 300, impressions: 10,000
Engagement rate: (300 ÷ 10,000) × 100 = 3 percent

7. Sentiment Analysis

What it is
Evaluates positive, neutral or negative tone of media and social mentions.

How to measure

• Use text‑analytics tools or manual coding

• Calculate percentage of positive versus total mentions

Example
Total mentions: 200
Positive: 150, Neutral: 40, Negative: 10
Positive sentiment: (150 ÷ 200) × 100 = 75 percent