HOW WE MEASURE THE VALUE OF PR IN A DATA-DRIVEN BUSINESS CULTURE
Tech PR whirlwind. Trade show global footprint world record holder. Burns dolls crafted from money and straw in his offshore tax haven, of a weekend.
PR has transformed dramatically since I first entered the industry. What was once primarily about press releases and media relationships has evolved into a sophisticated practice that spans brand reputation, digital performance and measurable business impact.
Meanwhile, businesses continue to demand more accountability from their marketing investments in an increasingly complex media landscape. The rise of data analytics has fundamentally changed how marketing teams operate, with dashboards tracking every click, conversion and customer journey touchpoint.
But amid the whirlwind of metrics dashboards, algorithm changes, and fragmented media channels, one stubborn challenge persists: proving PR’s tangible business impact.
Let me share some insights on why measuring PR effectively matters more than ever, along with practical ways to demonstrate its impact in today’s numbers-obsessed business world.
What do we mean by PR measurement?
Before diving into measurement strategies, it’s important to clarify what we’re actually measuring. PR measurement isn’t just about tracking media coverage volume or (dare we even mention) advertising value equivalent (a metric now widely discredited in the industry and not a measure we’d recommend).
What I’m really talking about is impact.
PR measurement is about connecting the dots between your media coverage and its real-world effects on website traffic, brand searches, or even sales pipeline. It’s knowing not just that your story ran, but what happened next.
Measurement is what transforms PR from a cost centre to a value driver. It enables you to demonstrate not just how visible your brand is, but how that visibility translates into tangible business results. The right metrics don’t just show what happened, they help you understand why it happened and what to do next.
That understanding of impact and connection to business goals is what makes PR measurement so critical in today’s environment.
Why PR measurement is becoming more important
The pressure to demonstrate PR’s business impact has never been higher. The 2024 State of PR Technology Report by Prowly highlighted that 48% of PRs are struggling to prove the effectiveness of their work, up from 41% in 2022.
In this context, developing robust measurement frameworks has become essential. There are a few key reasons why this matters more than ever.
- PR now spans both brand and digital objectives
Think of brand PR as the guardian of your reputation, while digital PR focuses primarily on supporting SEO objectives to help your website rank better in search results.
Both matter and serve complementary purposes – increasingly so as laid out in this blog on brand in SEO. A comprehensive measurement approach needs to track both the reputational impact and the digital performance aspects of PR campaigns.
- Marketing has become increasingly metrics-driven
Every other marketing discipline now has sophisticated tracking systems and attribution models. The CMO who can see exact ROI from paid search or social media campaigns is unlikely to be satisfied with vague PR metrics like “potential reach” or, even worse, “advertising value equivalent.”
PR teams that don’t adapt to this data-driven culture, risk being deprioritised in budget discussions or relegated to a purely tactical role rather than being seen as strategic partners.
- The C-suite is paying more attention
Research from Cision found that PR professionals are increasingly reporting directly to CEOs — 41% of respondents in the EU said they now report to chief executives rather than marketing leaders.
This elevation means PR teams must speak the language of business impact and demonstrate how their activities align with broader organisational goals.
How to measure PR success in a data-driven business
Building an effective PR measurement framework requires moving beyond conventional metrics. Practical approaches such as the following can bridge the traditional and digital worlds.
Focus on business outcomes first
Prioritise alignment with business objectives. Our approach involves collaboratively crafting PR strategies with clients that directly support their core business goals. This strategic foundation becomes the compass guiding all measurement activities.
As Stephen Yeo, Marketing Director at SAS Northern Europe, puts it:
“Earned media through PR is the most impactful way to win hearts and minds…. and it is as much science as art. We focus on getting accurate and impactful messages that create value to the right target audience. We use data to aim our PR very accurately.”
Track the metrics that matter
To measure PR success effectively, adopt a holistic approach that combines multiple data points:
Website traffic and user behaviour: Monitor not just the volume of traffic but its quality. Metrics like average session duration, bounce rate, and pages per session provide insight into how engaged visitors from PR sources actually are.
Share of search / brand searches: This indicates the percentage of organic searches a brand receives compared to overall industry searches. It’s not just a brand health indicator but a reliable predictor of future market share.
Social media engagement: Move beyond likes and shares to monitor meaningful engagement rates, click-through rates, and conversion rates from social content.
Media mentions and quality of coverage: It’s not just about frequency but context. Assess brand mentions across media outlets, providing insights into coverage quality and sentiment.
SEO metrics and domain authority: Track backlinks from high-domain authority websites, organic search rankings for branded keywords, and referral traffic. These metrics reveal the online visibility and credibility enhanced by digital PR efforts.
The chart below from one of our client campaigns shows the direct correlation between high-quality backlinks (blue line) and organic traffic growth (orange line).
Use the right technology stack
To capture comprehensive data points, leverage powerful platforms such as:
- Google Analytics: Track website visits, user behaviour and conversion paths
- Google Search Console: Measure search traffic and identify PR opportunities
- Social listening platforms: Monitor brand mentions and sentiment across social channels
- Media monitoring software: Get real-time alerts on coverage and assess quality
- CRM platforms: Connect PR activities to leads and sales pipeline
Balance data with creativity
While data-driven approaches are vital, maintaining balance is crucial. Data should inform, not dictate PR strategy. Over-reliance on numbers can stifle creativity and intuition, which remain essential in changing perceptions and building connections.
As Steve Shepperson-Smith, Board member of Global Alliance, notes:
“Data analysts must be integrated into PR teams to help them reach fragmented stakeholders in an external environment that is complex and overloaded with information and channels. But brands ignore the enduring power of media at their peril. Journalists are still major influencers who can build and damage corporate reputation more quickly than most other stakeholders.”
Your story must always align with your brand voice and messaging — that’s why a combination of brand and digital PR metrics always leads to the best outcomes.
The evolution beyond conventional measurement
Conventional PR measurement methods have long relied on metrics that, while providing some insight, fall short of capturing true business impact. To evolve beyond these limitations:
Move beyond media measurement alone
Incorporating surveys, experimentation and analytical modeling provides a more complete picture of PR’s impact.
Improve data interpretation
Data requires contextual interpretation to become actionable insights. The interchangeable use of terms like “insights,” “data,” and “metrics” in PR often creates confusion about their distinct roles.
Add qualitative information
While quantitative methods dominate, qualitative research from focus groups or surveys helps answer the “why” questions and provides valuable context.
Integrate your tools
Many monitoring platforms fall short in bringing together traditional, social and online media monitoring in one place. Developing comprehensive dashboards that pull from various data streams is essential for accurate measurement.
In summary
Measuring PR effectively in today’s data-driven business culture requires a shift in mindset and approach. The tools and methodologies are available, what’s needed is the willingness to move beyond conventional metrics and connect PR activities to genuine business outcomes.
At Tank we focus on building measurement frameworks that demonstrate how PR drives awareness, shapes perception, and ultimately contributes to the bottom line. Because in a world where every marketing activity is scrutinised for ROI, PR teams that can prove their value will always have a seat at the strategic table.
Find out more about our PR services and reach out if you would like further advice.
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