If you’re not measuring your PR efforts, you’re operating without clear insight. This means you might waste resources on campaigns that don’t deliver—or struggle to know if your strategies are actually working.
Thankfully, you can turn things around by creating a consistent tracking schedule. And, implementing the insights you uncover to refine your PR campaigns.
But which brand metrics should you track?
In this quick guide, we’re reviewing 10 of the most important PR metrics you should always keep an eye on.
Let’s take a look!
1. Media impressions vs. media reach
Impressions and reach both matter. But they tell different stories.
Impressions estimate potential exposure, while reach measures how many unique viewers actually see your content. High impressions with low reach could mean your content isn’t targeting the right audience.
What to do:
Track both metrics to balance broad visibility with targeted audience engagement. If impressions are high but reach is low, reassess where your content is appearing and whether it’s reaching the right demographics. You can also use tools that analyze media distribution to refine your approach.
2. Share of voice
How often does your brand appear in media coverage compared to competitors? That’s your share of voice—or SOV.
A strong SOV means your brand is a key player in industry conversations.
What to do:
Track your media mentions alongside industry trends. Compare your coverage against competitors to identify gaps and opportunities.
If your SOV is low, you may need to invest in thought leadership, secure better media placements, and engage more with your industry to get more visibility. Consider investing in white-hat link building campaigns for authority building, too.
3. Sentiment analysis
Mentions alone don’t tell the full story. The tone behind those mentions (whether positive, neutral, or negative) is what reveals your brand’s reputation.
What to do:
Use analytics tools to track sentiment trends over time. If sentiment shifts after a product launch or PR campaign, analyze what’s driving the change.
Be sure to address concerns early and adjust your messaging to help reinforce a positive perception. (Before things escalate!)
4. Media coverage and quality
Not all press coverage carries the same weight. A feature in a leading industry publication, like Forbes, has more influence than a passing mention on a low-traffic site.
What to do:
Categorize coverage by publication authority, audience relevance, and sentiment to gauge its true impact. Prioritize high-quality placements that enhance your brand’s credibility and reach the right audience.
You can also track your digital PR efforts across podcasts, YouTube mentions, and even online communities (like Reddit and Quora).
These channels can sometimes yield more engaged and niche audiences compared to mainstream media.
5. Website traffic and referral traffic
PR efforts need to encourage action, like traffic or conversions—not just visibility.
If media coverage isn’t translating into website visits or customer inquiries, the messaging may not be compelling enough, or your targeting may be off.
What to do:
Use Google Analytics to track referral traffic from media placements.
Set up urchin tracking module (UTM) parameters to measure how PR efforts drive site visits and conversions. This adds tracking codes to your PR URLs so you can see how much traffic and which actions (like conversions or sign-ups) come from your campaigns.
If coverage isn’t leading to traffic, tweak your calls to action and use better organizational tools. Or target more relevant publications.
6. Social media mentions and engagement
Social media engagement reveals how well your brand connects with audiences in real-time.
It also shows the kinds of conversations users are having with your brand — and about your brand. High-impact visuals, such as those from event photography, can significantly boost engagement by capturing attention and encouraging shares.
What to do:
Track brand mentions, hashtags, and engagement rates to understand what content resonates most. Pay attention to spikes in discussion around campaigns, events, or crises. If engagement is low, revisit your messaging and audience targeting strategy.
7. Influencer engagement and ROI
Influencers can amplify your message and lend credibility. But their impact needs to go beyond vanity metrics like likes and shares.
What to do:
Track influencer-driven traffic, conversions, and audience sentiment. If an influencer partnership isn’t leading to measurable engagement or conversions, reassess whether their audience aligns with your brand.
You can also work with micro or nano-influencers. Since they have ultra-niche audiences, they can help you reach a more aligned market.
8. Crisis management and response metrics
How well can your brand handle a crisis?
Responding quickly and transparently in a PR crisis can make or break public trust.
What to do:
Set up real-time alerts for brand mentions and track sentiment shifts post-crisis. Measure response time and media coverage to gauge how effectively the situation was managed.
If a crisis lingers in public discussion, adjust your messaging and focus on being as transparent as possible.
9. Brand advocacy and word-of-mouth
Loyal customers are your best marketers. Since they naturally advocate for your brand, they provide the most authentic form of marketing.
What to do:
Track customer reviews, referrals, and organic social media mentions. Use Net Promoter Score (NPS) surveys to gauge customer satisfaction and predict advocacy trends. If advocacy levels are low, strengthen customer engagement strategies and brand storytelling.
10. KPIs based on PR campaign goals
Every PR effort should tie back to specific business objectives. (Without clear goals, it’s impossible to measure success.)
What to do:
Set clear key performance indicators (KPIs) like media placements, audience reach, finding email addresses, and engagement before launching campaigns. Use PR analytics tools to track performance and adjust tactics based on real-time data.
Wrap up
If you want to build a successful brand, you need intentional PR strategies working across the right marketing and media channels.
But you’ll never know if these strategies are getting results without tracking key PR metrics.
Review metrics regularly (monthly or quarterly) and refine your PR strategies based on data-driven insights. Consistently track your goals and assess whether your PR efforts are moving the needle in terms of brand growth, visibility, and consumer sentiment.
Looking for more PR tips and strategies? Check out the Agility PR Solutions Resource Center. And if you’re looking to connect with journalists check out our AI-powered PR tools and services.
To your success!
FAQs
1) What are brand metrics?
Brand metrics measure your brand’s performance so you can assess marketing effectiveness and overall brand health.
2) Why are brand metrics important?
Brand metrics are important because they provide insights into brand perception, market position, and areas for improvement. Use them to strengthen your PR campaigns and encourage more conversions.
3) What key metrics should you track to build a strong brand presence?
Some important branding insights to track include:
- Net Promoter Score (NPS)
- Share of voice (SOV)
- Brand awareness
- Purchase intent
- Market share
- Loyalty
4) How do brand metrics influence marketing strategies?
Brand metrics influence marketing strategies by highlighting campaign strengths and weaknesses. Use branding insights to refine your marketing and build stronger connections with your target audience.
5) How can I measure brand awareness?
You can measure brand awareness by tracking direct website traffic, social media mentions, and brand recall through surveys.
6) What is Net Promoter Score (NPS)?
NPS measures customer loyalty by asking how likely customers are to recommend your brand.
7) How does share of voice (SOV) impact brand performance?
SOV measures your brand’s media presence against competitors. (It essentially shows how visible your brand is in the market.) This helps you understand your position relative to others.
8) What tools can help track brand metrics?
Google Analytics, social media insights, and specialized brand tracking platforms can help you track brand metrics.
