PR Evaluation Blog

As artificial intelligence transforms how we create and distribute content, PR measurement must evolve accordingly. Traditional metrics like reach and impressions are becoming less meaningful when AI can generate thousands of pieces of content in seconds. Instead, we need to focus on engagement quality, sentiment depth, and actual behavioral changes. This shift requires PR professionals to embrace new analytical tools that can distinguish between genuine human engagement and automated interactions...

Topics: AI in PR, Modern Metrics, Digital Transformation

While consumer brands have long recognized the value of micro-influencers, B2B PR has been slower to adopt this strategy. Our analysis of over 500 B2B campaigns reveals that partnerships with industry-specific micro-influencers generate 3.2x higher engagement rates than traditional media outreach alone. The key lies in identifying thought leaders with highly engaged professional audiences rather than chasing follower counts. These authentic voices can penetrate niche markets that mainstream media often overlooks, creating meaningful conversations around complex B2B solutions...

Topics: B2B PR, Influencer Marketing, Campaign Strategy

Stakeholders are demanding more transparency in PR reporting, moving beyond vanity metrics to understand real impact. The future of PR measurement lies in creating dynamic, accessible dashboards that tell the complete story of campaign performance. This includes acknowledging what didn't work alongside celebrating successes. By adopting radical transparency in our reporting—showing methodology, data sources, and confidence levels—we build credibility with clients and internal stakeholders. This approach transforms PR from a "black box" function into a strategic business driver with clear, measurable contributions...

Topics: PR Reporting, Transparency, Stakeholder Management

I grew up playing with numbers. And throughout my career I have used tools like Excel and Google Sheets to understand data better and help others do so too. This was done on my first job out of university (a researcher on the Wellcome Trust's part of the Human Genome Project), through to analysing the effectiveness of PR campaigns and strategies...

Topics: PR Evaluation, Tools, Data Analysis

A data analysis of publications' web traffic shows now is not the time to avoid marketing activity. The B2B media is more read now than it was before the pandemic. And, as the 2008 recession showed, if you stop supporting them through not just adverts, but through high quality content, you risk losing market share that takes years to recover...

Topics: PR Evaluation, Crisis Communications, Marketing Strategy

So, it's the morning after the debate (UK time) and a lot has already been written about this. This is intended to be a quick blog, so am not going to go into much detail, but am going to address some of the major bits of coverage – notably CNN's instant poll results and how they compare to social media sentiment analysis...

Topics: PR Evaluation, Media Analysis, Political Communications

Following on from last month's analysis of Paddy Power, we take a look at another campaign highlighted as exceptional in PR Example's monthly roundup. My favourite example in their list for August is Deutsche Bahn's campaign, which aimed to tempt holiday makers to stay in Germany. But let's examine the Aviation Gin campaign and its effectiveness...

Topics: PR Evaluation Research, Campaign Analysis, Case Studies

A short post on the correlation between shares and readership and why this metric (along with AVE) shouldn't be used. Upfront, AVE has been thoroughly discredited, and rightly so. In fact PR Week claims 75% of PRs no longer use these (albeit this is from a survey, so less trustworthy). But readership figures can be equally misleading...

Topics: PR Evaluation, Metrics, Best Practices

I love the site PR Examples, it's a great source of some of the most creative campaigns undertaken and its round ups can give great ideas. But do these creative ideas work? Over the coming months we'll be running a semi-regular feature that looks at the effect of some of the most talked-about PR campaigns...

Topics: PR Evaluation, Campaign Analysis, Creative Strategy

Should you put out news during a trade show? We've taken a look at data from some of the world's biggest trade shows to understand if it's a good idea – odds are, you'd be wasting your budget. You've booked your stand, planned what you want to show off to visitors, but when should you announce your news?...

Topics: PR Strategy, Trade Shows, Media Relations