18 February 2025

Not all press coverage is created equal. A single mention in the right publication can carry more weight than a dozen elsewhere, yet traditional Public Relations (PR) metrics often treat them the same.

Too often, there is still a tendency to focus on volume – vanity metrics like media hits, impressions, and outdated measures like Advertising Value Equivalency (AVE) persist in certain corners of the industry despite their flaws. Clipping counts might look impressive on paper, but they don’t answer the real question: is the message landing with the right people?

Clients are better served by consultants who ask: is this working? Success isn’t simply about securing media coverage – the true measure lies in whether PR efforts align with and drive business objectives.

Moving beyond vanity metrics in PR

Effective PR and communications should always come back to long-term objectives. It’s not just about who can shout the loudest – it’s about making sure the right people are listening in the first place. In other words, collating media mentions, share of voice (SOV) and sentiment analysis is pointless if it doesn’t also translate into action from stakeholders, policymakers, or customers.

Shifting the focus to outcomes provides a much clearer picture. While impact often builds gradually, a client focused on securing a policy change or shifting regulatory attitudes may not need to see their name in the Financial Times to know they’ve succeeded. A well-placed intervention in a specific trade publication or direct outreach to the right regulatory body may sway a select committee discussion or steer a regulatory review without making a big splash.

Effective PR isn’t about reaching as many people as possible – it’s about reaching the right people and creating a ripple effect that moves the business forward.

Aligning PR with business objectives for real impact

PR and communications are often used interchangeably, but they’re not the same. Any agency worth its weight will do more than secure press coverage – it connects PR with a broader strategy to drive tangible outcomes. An integrated approach ensures that media relations work in tandem with internal messaging, stakeholder engagement, and long-term reputation management. This alignment maximises impact and ensures consistency across all channels.

In most cases, integrated agencies are better equipped to measure success in a way that reflects real impact. Those that work across multiple disciplines – from corporate affairs to digital strategy – bring a more nuanced understanding of how PR efforts feed into broader business objectives, and crucially, they are less likely to lean on media volume as a proof point.

Effective PR: More than just media hits

Measuring PR shouldn’t stop at counting clippings. When done right, PR aligns with corporate strategy, becoming a true driver of long-term value. To get there, businesses should:

• set clear KPIs tied to tangible outcomes,
• prioritise quality over quantity in media placements, and
• integrate PR efforts with broader business goals.

Stay focused on measuring impact – whether it’s a shift in perception, policy, or business performance – and adjust your strategy to keep driving meaningful results.

Get in touch at Comms@cicero-group.com