Measurement & Evaluation

Positive Influence in action

Underpinning our approach to PR and marketing is rigorous evaluation and measurement. Yes, we measure the quality of the coverage we generate, but we always create a bespoke set of KPIs for each client based on the objectives and requirements of the organisation. We do this collaboratively and in a way which is meaningful and valuable to your senior stakeholders.

Measurement of performance

How do you measure PR?

Traditional PR evaluation and measurement was focused on the volume of coverage generated, the size of the articles and the publications they featured in.

It also often included a metric which calculated the value of the articles generated if you had to buy the equivalent advertising space. This was called Advertising Value Equivalency (AVE).

Widely discredited this is no longer recognised by the industry.

Today we create integrated measurement frameworks for all our work that combine a wide range of metrics. The aim is to tangibly demonstrate how we have influenced audiences and contributed to business objectives, rather than focusing on traditional coverage.

What are the most effective measurement techniques for PR?

Effective measurement should involve a bespoke combination of the below, combined with softer qualitative measures, including key audience feedback.

If you want to measure the numbers, we recommend the following:

  • Share of Voice across media channels, measured against competitors
  • Message penetration and sentiment analysis using artificial intelligence and machine learning tools
  • Website traffic and engagement metrics tied to PR activities
  • Social media amplification rates and engagement quality
  • Conversion rates from PR-driven activities

If you want to measure how effectively you are landing your messages, we recommend the following:

  • Message alignment with target audience interests / needs
  • Brand reputation sentiment trends
  • Quality of media relationships and placement authority
  • Crisis response effectiveness
  • Stakeholder feedback through structured surveys

If you want to measure business value, we recommend the following:

  • Sales / lead generation from PR activities
  • Employee retention / recruitment influenced by company reputation
  • Customer loyalty metrics correlated with PR campaigns
  • Return on PR Investment using attribution modelling