5 Ways to Measure the ROI of Your PR Campaigns

Public Relations is no longer just about getting your brand mentioned in the press. With all of the different ways we consume information today,  understanding the return on investment (ROI) of your PR efforts is crucial. But, unlike straightforward digital ads with clicks and conversions, PR often deals with awareness, credibility, and sentiment as results—intangibles that can be tricky to quantify.

Still, it’s not impossible. With the right metrics and tools, you can clearly evaluate how your PR campaigns are impacting your brand and bottom line. Here are five smart ways to measure the ROI of your PR efforts that your agency partner should be tracking:

1. Track Media Coverage Quality, Not Just Quantity
   
   Getting mentioned in 50 outlets sounds great—but where and how you’re mentioned matters more. Look at:

   • Type of publication (Is it a top-tier outlet in your industry?)

   • Tone of the coverage (Is the story positive, neutral, negative?)

   • Prominence (Is your brand mentioned in the headline, or buried in the middle?)

   • Key message inclusion (Are your calls-to-action and core messages being echoed?)
     
     At Bubblegum Canada we’ve invested in media monitoring tools like Meltwater, Muck Rack and MR2P to analyze the coverage and assign weighted scores to evaluate impact more meaningfully.
     

2. Monitor Website Traffic Spikes
   
   A well-timed PR hit can drive a surge in website visits. Keeping your agency partner apprised on website traffic changes around the time of campaigns and media story publications and monitoring tools such as Google Analytics can show if there's a noticeable uptick in overall traffic, referral traffic from media links, and direct traffic (i.e. people searching your brand after seeing coverage).
   
   Compare the traffic before and after your campaign to identify an increase in brand awareness.
   

3. Evaluate Share of Voice (SOV)
   
   Share of Voice measures how much of the media conversation your brand owns compared to your competitors. This metric helps you answer: Are we dominating the conversation or getting drowned out?
   
   An agency partner should be offering to conduct a comprehensive audit of your brand and key competitors at the onset of any program. Knowing where you’re starting from is key, with ongoing tracking to follow, including:
   

   • The number of mentions over a specific period (e.g. a 30-day campaign window)

   • Sentiment analysis (Are you being mentioned positively more often than competitors?
     
     SOV gives you a benchmark to work from and shows whether your PR efforts are improving your competitive standing.
     

4. Lead Generation & Conversion Tracking
   
   While PR is often seen as top-of-funnel for lead generation and conversion, it can be extremely impactful in influencing conversions and creating qualified leads when monitored and tracked. Using dedicated landing pages linked in media outreach, tagging links and tracking through your CRM are just a few ways to better understand click-through rates and what resonates with potential leads.
   

5. Survey Brand Awareness & Perception
   
   Sometimes, the most valuable PR gains are in how people think about your brand. Conducting pre- and post-campaign surveys to measure brand recall, perceived trustworthiness and association with specific values or messages, can help ensure your audience is resonating with your communications approach.
   
   Platforms like SurveyMonkey, or full-service research firms can help with this. It’s not just about visibility—it's about how you’re remembered.
   

Measuring PR ROI requires a blend of quantitative tracking and qualitative insight. By going beyond vanity metrics and aligning your PR goals with business outcomes, you’ll not only prove the value of your campaigns—you’ll get sharper at crafting ones that truly move the needle.

Looking to dive deeper into measuring your PR impact? Let’s chat HERE.