How to Measure PR: 5 Questions to Guide Your Measurement Strategy

Written by Sarah Voiselle, Caroline Fassl, & Shelby Hurt

PR measurement is no longer about counting clips or tracking impressions – it’s about demonstrating impact. But how do we effectively measure PR today? It all begins with a strong measurement strategy.  

As communications professionals, we must ensure our measurement strategies don’t become an afterthought. Instead, they should be considered as a critical part of the overall communications strategy. With forethought, effective measurement strategies will align with business goals, drive actionable insights, and resonate with key stakeholders. 

At Jackson Spalding, we encourage our teams and clients to ask the right questions before diving into data. Here are five essential questions to guide your measurement strategy:

1. What Are We Trying to Achieve?

Before deciding what and how to measure PR efforts, you must define your end goal. Are you looking to track brand sentiment, understand competitive positioning, or evaluate PR’s contribution to business outcomes? Maybe you need real-time reputation monitoring for crisis management.  

Ask:

• Are we measuring awareness, reputation, or business impact? 

• Do we need competitive benchmarks? 

• Are we focused on short-term campaigns or long-term brand health? 

Clearly articulating what success looks like will shape your measurement approach and ensure you’re tracking metrics that truly matter. 

2. Which Metrics Matter Most?

Not all data is created equal, especially in PR measurement. While vanity metrics like impressions and potential reach provide context, quality and integrated metrics tell a deeper story. A placement in a top-tier publication with strong message pull-through is more valuable than a dozen low-impact mentions.

Ask:

• Do we prioritize quantity (reach) or quality (message alignment, engagement)?  Or do we need to find the right balance of both? 

• How do we measure earned, owned, and paid media together? 

• Are we integrating digital, marketing, and PR data for a holistic view, or simply focused on earned media results? 

Understanding which metrics are most meaningful to leadership, PR teams, and stakeholders helps craft reports that drive action. 

3. Who Is the Audience for This Data? 

Measurement isn’t one-size-fits-all. A C-suite executive wants high-level impact summaries, while PR teams need granular insights to refine strategy. Legal or government affairs teams might focus on issue tracking and sentiment analysis.

Ask:

• Who will be using this data—PR teams, marketing, executives, investors? 

• Should reports be formatted differently for different stakeholders? 

• Is there potential for broader distribution beyond internal teams? 

Tailoring reports to each audience ensures the data is digestible, actionable, and valuable.

4. How Will We Manage Reporting and Updates? 

Consistent and timely reporting is key to making data useful. Whether it’s a one-off report, a monthly analysis, or real-time tracking during a crisis, defining the cadence and expectations upfront keeps teams aligned. Additionally, setting clear deadlines, communication check-ins, and budget expectations ensures a smooth measurement process.

Ask: 

• How often do we need reporting—real time, weekly, monthly, quarterly? 

• What are key deadlines for deliverables? 

• Who is responsible for tracking and communicating updates? 

With a tool like JS Tapestry, managing reports with real-time results and multiple data sources can be done seamlessly.

5. What Happens When the Data Tells a Different Story? 

Let’s be honest—sometimes the data doesn’t support the narrative we expected. Instead of forcing a misleading story, the focus should be on strategic pivots. If media sentiment isn’t as positive as hoped, how do we adjust messaging? If coverage isn’t driving engagement, do we need to refine targeting? 

Ask:

• How do we handle data that doesn’t align with initial expectations? 

• What steps do we take to refine messaging or outreach strategies? 

• How do we maintain transparency without compromising insights? 

Being prepared for these moments ensures transparency and builds trust with clients and stakeholders. 

Looking Ahead

PR measurement is about context, clarity, and credibility. It’s not just about numbers or the story you want to tell —it’s about measuring true impact. By asking these five questions upfront, PR and communications professionals can build a measurement strategy that is insightful, actionable, and aligned with business goals. 

At Jackson Spalding, we believe in data-driven storytelling that proves the value of PR. If you’re ready to refine your measurement approach, let’s start the conversation.