PR is often put under a microscope, with brands and execs chasing metrics that might look good on paper but don’t always reflect real impact.
The truth? Numbers for the sake of numbers aren’t strategy.
Just because something is difficult to measure perfectly doesn’t mean it isn’t working hard for your brand.
Some of the most valuable aspects of PR (credibility, reputation, brand affinity), aren’t neatly trackable. But they’re the things that build long-term success.
The real question is: can you afford not to invest in them?
PR Measurement: What Actually Matters?
Yes, coverage counts and links can be valuable. But reducing PR to just the numbers without considering quality, relevance, or influence misses the point.
Here’s what should be front and centre when measuring PR success:
- Relevance over reach – A brand mention in a niche industry title with engaged readers can be worth more than a name-drop in a national paper if the audience actually cares.
- Message penetration – Are the key messages cutting through in media coverage? If your PR isn’t shaping the conversation about your brand, it’s just interference.
- Search impact – Are PR-driven brand mentions leading to an uptick in search demand? Strong PR should drive people to Google your brand organically.
- Sentiment shifts – Is PR improving your brand perception? Is it tackling misperceptions or reinforcing positive positioning?
- Actionable engagement – Beyond vanity metrics, are audiences responding? Are they talking about your brand, sharing coverage, signing up, clicking through, or making a move in response to what they’ve seen?
No Shortcuts, No Magic Contacts
Truth is… PR is tough. There’s no magic list of journalists who’ll publish anything you send. And there are no shortcuts to credibility – it takes time and requires consistency.
The best PR pros aren’t just well-connected, they’re focused on the well-prepared. Great PR is built on:
- Industry expertise – Knowing your clients inside out, understanding the space they operate in, and identifying the stories that truly matter.
- News instinct – Spotting what makes a story timely and shaping it with sharp angles that make it impossible to ignore.
- Precision pitching – Journalists don’t cover stories because they like you; they cover them because they’re good. Strong PR pros deliver value every time they hit send.
The Role of Failure in PR
Let’s face it, mistakes can happen. Not every pitch is a hit, not every campaign will land tons of visibility. But the misses teach us far more than an easy success.
A win usually confirms what we as PRs already know but maybe weren’t bold enough to say. So, when something doesn’t go to plan, that’s when the learning happens.
A great PR team will always ask: Why didn’t this land? What can we tweak? Where did the messaging fall short?
The best brands understand that PR is a long game. That one campaign not delivering wall-to-wall coverage doesn’t mean the whole PR strategy is broken. It means there’s room to refine, iterate, and come back stronger.
Progress isn’t always linear. And brand-building isn’t an overnight success story.
PR is a Long-Term Game, Not a Quick Win
If PR is only measured by short-term success, or just by numbers, it’s being undervalued.
A strong PR strategy isn’t about vanity metrics—it’s about impact…
Building Reputation
Consistent, credible media coverage helps position your brand as trustworthy and authoritative in your space. Over time, that recognition compounds into real influence.
Driving Search Demand
When people start Googling your brand organically, it’s a clear sign your awareness and authority are growing.
Shaping Industry Conversations
Strong PR ensures your brand’s voice is part of the key debates and narratives that matter in your sector, helping to define – not just follow – industry trends.
Creating Opportunities Beyond Media
Great coverage can open doors to partnerships, collaborations, and opportunities that extend far beyond press mentions.
Becoming The Go-To for Commentary Opportunities
When journalists and industry leaders consistently turn to your brand for insights, it signals true authority and expertise, in line with Google’s E-E-A-T principles.
Natural, Consistent Pick Up of Your Brand’s Stories, News & Insights
Over time, strong PR builds momentum where your brand’s updates are shared, with less need for heavy outreach.
The brands that do well with PR are the ones that stay the course, trust the process, and invest in the bigger picture.
Engaging in smart, strategic PR? That’s how you build something that lasts.
