How to measure PR success

28th May 2025 by Philippa Probert

Understanding the real impact of PR can sometimes be tricky to track. It isn’t just about getting media coverage or crafting compelling brand stories, it’s about influencing public perception, fostering trust, and driving business outcomes.

But how do companies measure the true impact of their PR efforts? While vanity metrics like press mentions and social media shares offer surface-level insights, real PR success requires a deeper look at meaningful indicators.

Here’s some key metrics for PR measurement:

1. Media coverage and quality

Probably the most obvious but monitoring media coverage is an essential first step, but it’s not just about quantity. Companies must analyse the quality of coverage, including the credibility and relevance of the outlets. If you’re an estate agency, coverage in a publication that centres on gardening wouldn’t be quality coverage as its readership won’t be your target audience.

The sentiment is another great way to measure the quality. Has the piece got a positive, neutral or negative sentiment? And finally look at the share of voice compared to other competitors. Which brand is more visible in the media and public conversations compared to competitors.

2. Audience engagement

PR effectiveness goes beyond visibility, are people engaging with the message? Metrics such as website traffic spikes, social media interactions, and content shares help gauge audience interest.

3. Brand reputation and sentiment analysis

Tracking brand sentiment through surveys, online reviews, and social listening tools provides valuable insights into how PR efforts shape public perception.

4. Lead generation and conversion

Ultimately, PR success is about driving business impact. Companies can measure how PR campaigns influence inbound leads, conversions, and customer acquisition.

5. Relationship building

Strong PR fosters valuable relationships with media, influencers, and industry stakeholders. Measuring partnership growth and media responsiveness can indicate long-term PR success.

Measuring PR success isn’t a one-size-fits-all approach, it’s about aligning metrics with business goals. By analysing sentiment, engagement, conversions, and reputation, companies can move beyond vanity metrics to truly understand their PR impact.

Want to optimise your PR strategy? Get in touch beinspired@activepr.co.uk