Measuring PR Success: How AU Businesses Can Evaluate Their Impact in New Zealand

Measuring the success of your public relations (PR) campaigns is crucial for understanding their impact and improving future strategies. For Australian businesses targeting the New Zealand market, effective measurement can provide insights into what works and what doesn’t, helping to optimise PR efforts. This section explores key metrics and tools for evaluating PR success, techniques for analysing results, and strategies for ensuring continuous improvement.

Key Metrics for Measuring PR Success

To gauge the effectiveness of your PR campaigns, it’s important to track a variety of metrics that reflect different aspects of your efforts. Here are some key metrics to consider:

Media Coverage

Media coverage is a fundamental metric for assessing PR success. Track the quantity and quality of media mentions your brand receives. This includes articles, press releases, interviews, and features in newspapers, magazines, online publications, and broadcast media.

  • Quantity: The number of media mentions indicates the reach of your PR efforts.
  • Quality: Assess the prominence, tone, and relevance of the coverage. Positive, in-depth features in high-profile publications are more valuable than brief mentions in lesser-known outlets.

Reach and Impressions

Reach and impressions measure the potential audience size exposed to your media coverage and content. These metrics indicate the breadth of your campaign’s visibility.

  • Reach: The total number of unique individuals who see your content.
  • Impressions: The total number of times your content is displayed, regardless of whether it is clicked or interacted with.


Engagement metrics reflect how actively your audience interacts with your content. High engagement indicates that your content resonates with your audience and encourages interaction.

  • Likes, Shares, and Comments: Track these interactions on social media platforms to measure audience engagement.
  • Click-Through Rates (CTR): Measure the percentage of people who click on links within your content to visit your website or landing page.

Website Traffic

PR efforts should drive traffic to your website, increasing the chances of conversions and sales. Use tools like Google Analytics to track the amount of traffic coming from media placements, social media, and other PR activities.

  • Referral Traffic: The number of visitors coming to your website from external sources, such as news articles or social media posts.
  • Behavior Metrics: Track metrics such as time on site, pages per session, and bounce rate to assess the quality of the traffic and user engagement.

Social Media Metrics

Social media platforms provide valuable data on how your content performs and how your audience interacts with it.

  • Followers and Fans: Track the growth of your social media audience over time.
  • Engagement Rate: Calculate the percentage of your audience that engages with your content.
  • Sentiment Analysis: Use tools to analyse the tone and sentiment of social media mentions, assessing whether they are positive, negative, or neutral.

Lead Generation and Conversion

Measure the effectiveness of your PR campaigns in generating leads and driving conversions. This metric is particularly important for assessing the direct impact of PR on your business goals.

  • Leads: The number of potential customers who express interest in your product or service as a result of your PR efforts.
  • Conversions: The number of leads that take a desired action, such as making a purchase, signing up for a newsletter, or downloading a resource.

Tools for Measuring PR Success

Several tools and platforms can help you track and analyse your PR metrics. Here are some commonly used tools:

Google Analytics

Google Analytics provides comprehensive data on website traffic and user behaviour. Use it to track referral traffic, measure the effectiveness of your content, and understand how visitors interact with your site.

Media Monitoring Tools

Tools like Meltwater, Cision, and Mention allow you to monitor media coverage, track mentions of your brand, and analyse the sentiment of your media presence. These tools can provide insights into the reach and impact of your PR efforts.

Social Media Analytics

Most social media platforms offer built-in analytics tools that provide data on engagement, reach, and audience demographics. Tools like Hootsuite, Sprout Social, and Buffer offer more advanced analytics and reporting features.

Customer Relationship Management (CRM) Systems

CRM systems like Salesforce and HubSpot can help you track leads and conversions generated from your PR campaigns. These tools provide insights into the customer journey and help you measure the ROI of your PR efforts.

Techniques for Analysing Results

Once you have collected data from various metrics and tools, analysing the results will help you understand the impact of your PR campaigns and identify areas for improvement. Here are some techniques for effective analysis:


Compare your current PR performance against past campaigns and industry benchmarks. This will help you understand your progress and set realistic goals for future efforts.

Attribution Analysis

Determine which PR activities contribute the most to your desired outcomes. Attribution analysis helps you identify the channels and tactics that drive the most engagement, traffic, and conversions.

Sentiment Analysis

Analyse the tone and sentiment of media coverage and social media mentions to gauge public perception of your brand. Positive sentiment indicates successful PR efforts, while negative sentiment highlights areas that may need addressing.

Correlation Analysis

Examine the relationships between different metrics to identify patterns and trends. For example, you might find a correlation between high engagement rates and increased website traffic, indicating the effectiveness of your content strategy.

Ensuring Continuous Improvement

Continuous improvement is essential for maintaining and enhancing the effectiveness of your PR campaigns. Here are some strategies to ensure ongoing success:

Regular Reviews

Conduct regular reviews of your PR performance to assess progress and identify areas for improvement. Use these reviews to refine your strategies and make data-driven decisions.

Stakeholder Feedback

Gather feedback from stakeholders, including employees, customers, and partners, to understand their perspectives on your PR efforts. Use this feedback to make adjustments and improve your campaigns.

Training and Development

Invest in training and development for your PR team to keep them updated on the latest trends, tools, and best practices. Continuous learning will enhance their skills and improve the overall effectiveness of your PR efforts.


Stay flexible and adaptable in your approach. The PR landscape is constantly evolving, and being able to pivot and adjust your strategies based on new information and trends is crucial for long-term success.