Key Performance Indicators (KPIs)
Measurable metrics used to evaluate PR campaign effectiveness.
Definition
KPIs are the specific, measurable outcomes used to evaluate whether PR efforts are achieving their objectives. Common PR KPIs include media placements, share of voice, message penetration, website traffic from earned media, and sentiment scores.
Effective KPIs connect PR activities to business outcomes stakeholders care about.
Why It Matters
Without defined KPIs, PR success is subjective and difficult to prove. Clear metrics enable meaningful reporting, program optimization, and budget justification.
KPIs also align teams around shared goals and enable performance benchmarking over time.
Examples in Practice
A campaign sets KPIs of 20 tier-one placements, 40% message penetration, and 15% share of voice increase.
Quarterly reports compare current KPIs against previous periods to demonstrate program momentum.
A PR leader presents KPIs showing earned media drove 22% of qualified leads, justifying budget expansion.