Not all PR metrics matter. Some look good in a dashboard. Others tell you what’s actually working.
If you want your communications program to drive real impact, you need to measure more than impressions and likes. Start with the basics — but go beyond the buzz.
1. Reach and Impressions
Visibility matters, but it’s only the beginning. Reach tells you how many people could see your message, not how many understood it or took action. It’s a surface-level signal, not the whole picture.
2. Sentiment
Is coverage positive, negative, or neutral? Tone reveals trust. Sentiment analysis helps you understand how your audience feels about the narrative — not just whether they saw it.
3. Share of Voice
How often are you part of the conversation compared to peers, competitors, or other organizations in your space? Share of voice shows whether your message is leading, lagging, or getting drowned out.
4. Media Quality
Where you show up matters. A quote in Politico or the Wall Street Journal is more valuable than a mention in a low-credibility blog. High-quality placements signal authority, influence, and legitimacy.
5. Referral Traffic and Backlinks
Good coverage should drive people to your website and strengthen your SEO. Backlinks from reputable outlets improve your domain authority and help your content rank higher over time.
6. Engagement
Are people reading, watching, or sharing what you publish? Time on page, completions, comments, and shares are far more meaningful than raw like counts. Engagement shows whether your message is resonating.
Measure What Drives Real Outcomes
The best PR metrics are tied to real goals — awareness, trust, and behavior.
If a metric doesn’t tell you whether you’re building credibility or influencing action, it’s noise.
Clear metrics lead to clear decisions. And clear decisions lead to communications that actually move people.
Northbound Strategy helps organizations build PR systems that measure what matters — and deliver results that last.
