PR Experts Share Metrics and Strategies for Measuring PR ROI for Company Success

PR Insights

Subham Kumar

May 30, 2024 — 11 min read

PR Experts Share Metrics and Strategies for Measuring PR ROI for Company Success

Measuring the success of PR efforts is important for companies to understand its effectiveness. But how do they track and know if their PR is working? To understand this, StartupTalky reached out to PR experts from some of the most amazing PR agencies in India.

Let's explore how companies can measure PR success and track their efforts. We'll hear it from PR agency founders to learn valuable metrics and strategies for companies to understand the impact of PR campaigns.

Shutapa Paul, Founder, Dharma Media Consultants
Sonalika Pawar, CEO, Bold and Beyond
Ritika Garg, founder & CEO, AvancePR
Vivek Pradeep Rana, Managing Partner, Gnothi Seauton
Sonali Sokhal, Founder, Intelliquo
Rohini Saldanha, Founder, The PR Stop
Ashutosh Srivastava, Founder, Point One Communications
Kishor Barua, Director, Pitchfork Partners Strategic Consulting
Caleb David, Founder & CEO, Perez Consulting
Sowmya Iyer, Founder & CEO, Clarity Communication
Shiva Bhavani, Founder & CEO, Wing Communications
Kritika Lalchandani, Founder, Apostrophe Communications
Shailesh K. Nevatia, Founder, Grandeavour Communication

Shutapa Paul, Founder, Dharma Media Consultants

Metrics and ROI can be tracked through the following:

Earned media coverage: The number of articles, media mentions, and broadcasts can be a good measure. Numerous analytical tools exist to count these and measure their impact.
Reach and impressions: The number of unique individuals who saw the media mentions and the total number of times the content was displayed provides another measure of your PR strategy. There are specialised tools that provide a detailed analysis and breakdown of the reach and impressions.
Audience engagement and sentiment analysis: Not just the presence, but the tonality of your content should also be monitored. This helps prevent a possible reputation crisis and maintain a positive brand recall. Other tools to measure ROI can be website traffic analysis, brand awareness surveys, and the uptick/downtick of sales and lead generation.

Sonalika Pawar, CEO, Bold and Beyond

Despite common misconceptions, PR does indeed contribute to ROI, and measuring its impact is feasible with modern approaches. One key metric for assessing PR success is the quantity and quality of media coverage garnered. Tracking the number of mentions across various media channels provides valuable insights into brand visibility and reach. Additionally, evaluating the effectiveness of PR campaigns through metrics such as audience engagement, website traffic, and lead generation helps quantify the return on investment.

Moreover, advancements in data analytics enable more sophisticated measurement of PR ROI. By analyzing sentiment analysis, social media interactions, and customer feedback, companies can gauge the impact of PR efforts on brand perception and reputation. Furthermore, correlating PR activities with business outcomes, such as sales revenue or customer acquisition, offers a holistic view of ROI.

Incorporating these metrics into PR strategies allows companies to optimize their efforts and demonstrate tangible results to stakeholders. By aligning PR goals with overarching business objectives and leveraging data-driven insights, organizations can effectively measure and maximize the ROI of their PR initiatives.

Ritika Garg, founder & CEO, AvancePR

Measuring the return on investment (ROI) for public relations (PR) is crucial for startups to assess the effectiveness of their communication strategies. Here’s how startups can track their PR success:

Media Coverage: Evaluate the quantity and quality of media mentions. High-quality articles in reputable publications are a strong indicator of successful PR.
Website Traffic*: Use analytics tools to measure spikes in web traffic following PR campaigns. Increased traffic from press releases or media appearances can indicate effective engagement.
Lead Generation: Track how many leads are generated from PR activities. An increase in inquiries or demo requests can be directly linked to recent PR efforts.
Sentiment Analysis: Assess public sentiment and brand perception through social listening tools, helping gauge your PR efforts' emotional impact.

By using these metrics, startups can effectively measure PR ROI, helping to refine strategies and achieve better outcomes.

Vivek Pradeep Rana, Managing Partner, Gnothi Seauton

Measuring ROI for PR activities is crucial for all, not just startups. Communication is a management function and must create tangible value to the business.

Forget vanity metrics; focus on impact. Measuring the ROI of PR is more nuanced in the startup world. It's not just about tracking outputs like media hits but also about understanding the impact on brand perception, customer engagement, and ultimately, business growth.

In the startup world, measuring PR ROI is nuanced. Track outputs like media coverage, but dig deeper. Assess how PR efforts shift brand perception, boost customer engagement, and drive conversions.

Align PR metrics with business goals. Measure how PR activities contribute to key objectives such as customer acquisition, retention, and revenue growth. This strategic alignment ensures that PR isn't just a cost center but a vital driver of business success.

Use data to refine strategies. Regularly review PR performance, identify what works, and adjust tactics accordingly. This continuous improvement loop maximizes ROI and aligns PR efforts with evolving business needs.

Sonali Sokhal, Founder, Intelliquo

Despite the kind of space across all channels dedicated to discussing ideal PR ROI, there is no conclusive answer or final decision. The best way a company can track success is in the following ways:

Quantitative metrics: Are you getting multiple impressions across media, podcasts, channels, and events? Are they in the relevant sector and will they be reaching the appropriate audiences for your client?
Qualitative metrics: Is your brand in the top-tier events/podcasts and media? Is there credibility that it is receiving in terms of the coverage? Does it stand at par with the other brands in its category or above them?
Tonality: Is the coverage of your brand on point with the messaging you would like to create for it, both in terms of short-term and long-term goals? Does it add value to your brand overall?
Share of Voice: Are you being able to create thought leadership and trust with the kind of PR outreach you are doing? Is it creating a clear story as opposed to white noise?

The most important aspect to consider is that building brands is a marathon and not a race. So keep going for the long haul, and be ready to make it about consistency as opposed to short spurts of activity.

Rohini Saldanha, Founder, The PR Stop

Constant noise is not a metric for PR success. What that means is that if you put out an article a day, you are overdoing it, and overwhelming the reader or your target audience, and over time people will start to ignore your message or be skeptical of its newsworthiness.

Moreover, while you may have deployed the best metrics and analytical tools to determine PR efforts it is not a fair or accurate assessment of how you have moved the needle. PR value should be identified via the outcome – generation of new business, igniting engagement or a movement, attracting the right talent, and forming the right perception with industry stakeholders and associations that matter to you and your business.

I think quantifying PR success is the biggest mistake companies make as there isn’t one metric that is consistent and valued more than the others. It is very important to take feedback from your audience and stakeholders and use it to improve your future PR efforts. PR should be viewed as a multivitamin supplement to your diet. It fortifies all your business efforts. The key is knowing how to harness it to your advantage.

Ashutosh Srivastava, Founder, Point One Communications

Measuring the PR ROI is important for companies as it helps in allocating resources effectively and efficiently. First, a KPI should be defined from the beginning which will ensure that all the PR efforts contribute to that goal. While considering ROI a mix of quantitative and qualitative outcomes should be considered for assessment of the performance. Other tools like backlinks, social media engagement, and incorporation of brand logo or spokesperson’s image in the story also play a vital role in accessing the ROI of the PR campaign.

There are various ways to calculate the ROI, the traditional approach where the size of print news is evaluated or compared with the Ad value of that publication for that particular article, and the digital approach where ROI is calculated basis the website readership and unique visitors per month.

By specifically implementing a robust framework for calculating the ROI, clients can be empowered to drive a sustainable PR approach.

Kishor Barua, Director, Pitchfork Partners Strategic Consulting

Media Mentions: Media mentions are one of the most straightforward metrics for assessing the reach and visibility of a PR campaign. You can keep track of mentions, whether positive or negative, to help you plan better.
Reach + Impressions: In the age of social media, a campaign's success can be gauged by the reach and impressions received by the brand; these are real-time and help better understand effectiveness.
Share of voice: This can be a good metric to track effectiveness, as it can show where you are going right and, most importantly, where you are going wrong.

It's important to plan ahead in terms of what your goal is from the campaign before launching it.

Caleb David, Founder & CEO, Perez Consulting

Measuring PR return on investment (ROI) poses a challenge due to the absence of a direct, universally accepted method. However, one viable approach involves assessing the level of engagement and exposure generated for the brand within a specific program and timeframe.

By tracking metrics such as media mentions, social media interactions, website traffic, and audience engagement, companies can gauge the effectiveness of their PR efforts. While there may not be a definitive benchmark for PR success, achieving approximately 80% of the desired outcomes within a set timeframe is often considered a favorable result.

The metric allows companies to evaluate the impact of their PR initiatives and adjust strategies accordingly. Additionally, qualitative assessments, such as sentiment analysis, key messages captured, and stakeholder feedback, provide valuable insights into the overall effectiveness and perception of PR activities. By employing a combination of quantitative and qualitative measures, companies can better understand the ROI of their PR efforts and make informed decisions to optimize future strategies.

Sowmya Iyer, Founder & CEO, Clarity Communication

Imagine a bustling marketplace overflowing with vendors. PR acts as your megaphone, crafting a story that cuts through the noise and attracts your target audience. Data showcases the impact: a strong PR strategy can boost brand awareness by 80%, increasing website traffic and establishing credibility through positive media coverage.

Focus on delivering tangible results and building long-term relationships underscores the importance of tracking metrics such as media coverage quality, audience engagement, lead generation, and ultimately, revenue impact. Implementing robust analytics tools, conducting surveys, and correlating PR activities with business outcomes are key strategies for companies to track and evaluate the effectiveness of their PR initiatives.

Additionally, establishing clear goals, benchmarking against industry standards, and continuously refining measurement methodologies are essential for optimizing PR ROI over time.

Shiva Bhavani, Founder & CEO, Wing Communications

Measuring PR ROI involves tracking the impact of public relations efforts on sales, brand reputation, and overall business goals. By setting SMART objectives and establishing baselines, companies can effectively gauge the success of their PR campaigns and understand the expected outcomes.

Identifying the right metrics is crucial for generating actionable insights and evaluating the performance of PR initiatives. Key metrics such as media mentions, website traffic from PR activities, engagement metrics like likes and shares, and conversion rates provide tangible data on the effectiveness of PR efforts in driving brand awareness, customer engagement, and lead generation.

Effective communication of PR ROI results is essential for optimising campaign performance and building stakeholder trust. By sharing outcomes clearly and transparently, companies can demonstrate the value of their PR efforts and showcase the impact on various channels like digital media, press releases, web traffic, and social media interactions.

Utilising advanced analytics tools and campaign management platforms enables real-time monitoring and in-depth analysis, empowering PR professionals to make informed decisions and refine strategies for maximum impact and success. Through a strategic approach to measuring PR ROI and utilising the right metrics and tools, companies can track success, refine their PR strategies, and drive continuous improvement in their public relations efforts.

Kritika Lalchandani, Founder, Apostrophe Communications

Measuring the ROI of PR is a journey that goes beyond spreadsheets and analytics. At Apostrophe Communications, we’ve woven this narrative into our very ethos. We’ve seen strategic PR campaigns directly correlate with a significant increase in sales and a rise in web traffic. But these numbers tell only part of the story.

For me, the true measure of PR’s value is found in the stories of growth and opportunity that unfold from our campaigns. It’s about the connections made, the audience engaged, new and existing, the conversations started, and the long-term relationships built.

Each campaign is a chapter in a brand’s story, which adds to the brand's credibility, builds advocacy and loyalists and the ROI is the bookmark that reminds us where we’ve been and guides us to where we’re going. It’s a testament to the power of communication and its role in not just supporting but driving business success.

Shailesh K. Nevatia, Founder, Grandeavour Communication

Measuring the Return on Investment (ROI) of PR efforts is crucial for companies to understand the impact and effectiveness of their communication strategies. This involves tracking key performance indicators (KPIs) such as media mentions, website traffic, social media engagement, lead generation, and sales conversions. Companies can leverage a range of tools, including Google Analytics, social media analytics platforms, and specialized PR software, to monitor and analyse these metrics. By setting clear objectives, establishing benchmarks, and regularly evaluating performance against their goals, companies can effectively measure the impact of their PR campaigns and make data-driven decisions to optimize their strategies for maximum impact and return on investment.

However, one must understand that the significance of PR can always not be measured. The impressions that it leaves in the minds of the audience and the emotions that it can invoke are often beyond any measurement.