The Metrics That Matter
How to Evaluate PR Impact
If Part 1 of our September series was about reframing the “why” behind PR measurement, Part 2 is where we get practical. Because while the intangible magic of a well-placed story is real, your CFO will want more than a warm fuzzy feeling at the end of the quarter. The good news? PR can be measured. You just need to measure the right things for your business, in the right way.
The Four Buckets of PR Measurement
#1 - Quantitative Metrics: These are your hard numbers – the kind you can put in a report and compare over time.
Number of Media Placements:Count every piece of coverage, from national features to niche trade articles.
Impressions/Reach: Total potential audience for each placement.
Backlinks: High-quality links from media sites to your website (gold for SEO and AI visibility).
Share of Voice: How often you’re mentioned compared to competitors in your space.
#2 - Qualitative Metrics: Numbers tell part of the story, but quality matters.
Tier Quality: Was your placement in a top-tier outlet, an influential niche publication, or a low-traffic blog?
Message Pull-Through: Did the coverage actually include your key talking points or core differentiators?
Sentiment: Was the tone positive, neutral, or negative?
#3 - Behavioral Metrics: These show how PR drives action.
Website Traffic Spikes: Track referral traffic from earned media placements.
Lead Generation: Did inbound inquiries increase after major coverage? Don’t forget to look at long-tail traffic six months to a year after a placement has run.
Event Registrations / Sales Conversions: Measurable lift tied to PR moments.
#4 - Influence Over Time: PR is a compounding investment and you CAN measure its cumulative effect.
Reputation Lift: Pre- and post-campaign brand perception surveys.
AI Visibility: Search your brand in ChatGPT, Google AI Overviews or Perplexity to see what narrative appears.
Long-Term Opportunities: Speaking invitations, partnerships or investor outreach that trace back to PR exposure.
Connecting PR to Business Goals
A fashion brand we worked with in the size-inclusive accessible luxury space illustrates this beautifully. Their goal wasn’t just “get in magazines,” it was to drive qualified e-commerce traffic from women actively seeking high-quality size-inclusive clothing. We built a media plan targeting fashion/lifestyle outlets and body-positive influencers their audience already trusted. The result? Over 60 placements and billions of impressions. But more importantly, a measurable uptick in site visits, time on site and conversion rates. The media hits were the fuel; the business results were the destination.