Coverage Report
Analysis summarizing media coverage results from PR campaigns or time periods.
Definition
A coverage report compiles and analyzes media placements achieved through PR activities. Reports typically include placement lists with outlet details, reach metrics, message penetration analysis, sentiment assessment, and competitive share of voice comparisons.
Effective coverage reports go beyond clip counts to evaluate quality—whether coverage reached target audiences, conveyed key messages, positioned favorably versus competitors, and drove measurable outcomes.
Why It Matters
Coverage reports provide accountability for PR investments and inform strategy refinement. Without systematic coverage analysis, teams cannot learn what's working, justify budgets, or improve approaches.
Quality coverage reporting separates sophisticated PR programs from those that measure activity rather than impact.
Examples in Practice
A coverage report revealed that while total placement volume was down, tier-one outlet coverage increased and message pull-through improved, indicating strategic progress despite lower volume.
Analysis showed coverage concentrated in business outlets while industry trades were underrepresented, prompting adjustment of media targeting strategy.
Quarterly coverage reports tracked share of voice trends, alerting the team when a competitor began gaining visibility in a key segment.