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How to measure PR results

6 minute read.

Reviewed 3 October 2026

The short answer

Measure outcomes, not output. Track quality coverage, share of voice, branded search, referral traffic and enquiries against goals agreed before the work starts. Avoid ad value equivalents and raw impressions as proof of impact.

Set the goal before the work

Name what should change: more enquiries, better hiring, a stronger search presence, a recovered reputation. Then pick the few measures that would show it. Agree them in writing with your agency, with a baseline and a review date.

Measures that matter

  • Quality coverage: placements in outlets your audience reads, with a clear message and a link or mention of you.
  • Share of voice: your share of coverage against named competitors over the same period.
  • Branded search: how many people search for your name, which you can see in Google Search Console.
  • Referral traffic and sign ups from coverage, tracked with UTM links where a link exists.
  • Enquiries and sales conversations that mention coverage or press.
  • Sentiment and message pull through, read by a person, not only scored by a tool.

Outputs are not outcomes

Pitches sent, releases issued and clippings gathered are outputs. They show effort, not effect. Outcomes are what changed because of the work.

Ad value equivalency, which prices coverage as if it were advertising, is rejected as a measure of value by AMEC's Barcelona Principles for PR measurement. Impressions are similar: a big number with no link to a result.

Reporting that helps

  • Monthly: a one page summary of coverage, search and enquiries against the goal.
  • Quarterly: a review of what is working, what to stop and what to try.
  • Always: the actual links, so you can check the coverage yourself.

Questions

What is a good PR KPI?

One tied to your goal: quality placements, branded search growth, enquiries or share of voice. Pick a few, set a baseline and review them on a fixed date.

How long before PR shows results?

Single stories can land in days. Changes in search presence and reputation usually take months. Be wary of promises of fast, guaranteed results.

Is ad value equivalency a valid measure?

Industry guidance, including AMEC's Barcelona Principles, rejects it as a measure of the value of PR. Use outcomes tied to your goals instead.

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