Rethinking PR Measurement in 2025
If you want to start an argument in a boardroom, bring up how to measure public relations. This is also a great way to make a PR pro cry. For years, the industry defaulted to “vanity metrics” — impressions, clicks, shares — that looked good on a report but told you little about actual business impact. I think there is a better way.
Now, before we go any deeper on this, I should lay out the playing field as this is quite a contentious subject.
— Business owner/managers want hard numbers. After all, they’re being asked for hard dollars.
— Chief Marketing Officers also want numbers. They have all the numbers on the advertising dollars they spend. Why not PR?
— Owners of PR firms are very interested in these numbers because they know without them they can’t close deals.
— People writing for PR firm do their best work when they narrow their market down to an avatar and write to that one person.
One person!!
Vanity metrics were once the easiest way to justify PR spend. A press release gets picked up 200 times, or a social post racks up 5,000 impressions—that must mean success, right?
Not necessarily. A big number doesn’t mean the right people paid attention. More importantly, it doesn’t tell you if your message moved anyone closer to trusting your brand, engaging your services, or recommending you to their peers.
That’s why I recommend that business leaders shift their focus from surface-level reach to measurable outcomes.
Three Categories of Metrics That Matter
In my shop, the PR function is focused on three important goals: (1) get the company’s important messages heard above the marketing noise, (2) make sure that when someone hears a company message, they can understand it and why it matters to them, and (3) when a person hears and understands the company’s message, they have reason to trust what they’re hearing, the people who are saying it and the company it’s coming from.
If our PR isn’t doing these three things, it doesn’t matter what you measure. It’s not going to make a difference for the company’s bottom line.
The three categories of metrics that I suggest are not as easy to measure as the metrics you track on Google Analytics. But they’ll give you a much better idea of how well your PR efforts are working.
- Relationships
The currency of modern PR is trust. Track whether your visibility leads to stronger ties with journalists, influencers, community leaders, and prospective customers. This could look like:
— Consistent media coverage in outlets your audience actually reads.
— Invitations to speak, collaborate, or contribute as a thought leader.
— Growth in engaged connections on LinkedIn, not just followers.
One way I like to measure this is to walk into a busy industry conference and start asking people if they know my client. Every time someone says, “Well, I know who she is…” it’s a win.
- Visibility
Being seen in the right places by the right people is the bridge between awareness and credibility. Metrics here include:
— Share of voice compared to competitors in key industry conversations.
— Placement quality—top-tier media, niche trade journals, or local outlets that influence buying decisions.
— Audience engagement levels with earned or owned content.
This is not a suggestion to get your message a million clicks. You need to target your market and get to those buyers. The people who don’t do business with you or can’t help your company get business are not your concern.
- Pipeline Influence
This is where PR connects directly to business goals. PR doesn’t close deals, but it does warm up prospects and shorten sales cycles. Look for:
— Lead attribution tied to content or coverage.
— Sales team feedback that prospects mention your thought leadership.
— Correlation between campaign activity and new opportunities entering the pipeline.
Shifting measurement requires a mindset change. Instead of asking, How many people saw this? ask, How did this help us build credibility and trust where it counts? And how do we know that?
The organizations that win are the ones that prove their communications strategy creates trust, shapes perception, and influences real opportunities. That’s the kind of measurement executives care about—and the kind that earns PR a permanent seat at the leadership table.
Ready to refocus your PR strategy? RGA can help you design campaigns that build trust, visibility, and measurable business impact. Schedule a call with us today.
