How to set PR KPIs for PR Campaigns

Think of the phrase ‘PR KPIs,’ and your mind might immediately jump to spreadsheets, analytics dashboards, and media coverage reports. While these elements are crucial to understanding the impact of your campaign, setting PR KPIs is about much more than just tracking numbers—it’s about ensuring your PR strategy is delivering real, tangible value. At Words + Pixels, we see PR measurement as an essential part of your strategy that allows you to shape  campaigns that not only make headlines but also drive meaningful business impact.

Why PR KPIs matter

A PR strategy without clear KPIs is like throwing darts in the dark. You might hit the target occasionally, but you won’t know why or how to repeat that success. PR KPIs help define what success looks like—whether that’s getting your brand into top-tier or trade media, increasing website traffic, or strengthening your position as a thought leader in your industry. More than just vanity metrics, effective PR measurement gives you the insights needed to refine and sharpen your approach.

How to set PR KPIs that actually matter

1. Tie PR KPIs to business goals

Before getting into the nitty-gritty of PR measurement, take a step back and define what exactly  your company is trying to achieve through earned media. If the goal is to boost sales, then track referral traffic and conversions from backlinks. If you’re looking to lead  a particular conversation in your industry, focus on share of voice and media sentiment.

2. Be specific—vague goals won’t cut It

Saying you want “more media coverage” isn’t enough. Instead, set a clear target, like “secure 15 pieces of earned media in top-tier industry publications over the next three months.” Specificity makes tracking progress easier and ensures accountability.

3. Balance quantitative and qualitative metrics

‍PR success can be measured by more than just numbers. Sure, the number of brand mentions in the media and backlinks are fantastic results , but do you know how your audience is reacting to the content you’re included in? Sentiment analysis and message pull-through help provide a deeper understanding on  how well your key messages resonate with your key audience.  

4. Track engagement, not just impressions

‍High media reach is great, but are people actually engaging with your content? Look at  social shares, and audience interactions to gauge the real impact of your PR efforts.‍

5. Adapt and evolve based on insights

PR isn’t a set-it-and-forget-it game. Regularly reviewing performance against your PR KPIs allows you to adjust tactics, double down on what’s working, and refine  what isn’t.

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PR KPIs that should be on your radar

• Media Coverage: How many pieces of earned media have you secured? Are they in relevant, high-impact publications? When we say high impact, we don’t just mean national publications because these aren’t always the right place for your business to show up in. A specific trade or vertical publication might be more suited to your target audience‍
• Share of Voice: How does your brand’s media presence stack up against competitors?‍
• Website Traffic: Are your PR efforts driving real visits and engagement?‍
• Social Media Engagement: Are people talking about and sharing your brand’s stories?‍
• Sentiment Analysis: Is your media coverage positive, neutral, or negative?‍
• Backlinks & SEO Impact: Are PR placements strengthening your site’s authority and search rankings?‍

The takeaway

Great PR isn’t just about being seen—it’s about being seen in the right way, by the right people, and at the right time. Setting smart, strategic PR KPIs ensures that every campaign is designed to deliver maximum impact. At Words + Pixels, we’re all about PR measurement that moves the needle—helping brands go beyond the buzz and build lasting credibility. Want to find out how we can do the same for you? Let’s talk.

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