PR KPIs That Matter in 2025: Beyond Vanity Metrics
- MyCommsGlobal
- Sep 15
- 2 min read
In 2025, PR leaders are under more pressure than ever to prove business impact. Coverage counts and “impressions” aren’t enough. Boards, investors, and CMOs want clear proof that PR is moving the needle on brand, demand, and trust. At MCG, we work with global brands across the US, UK, GCC, and Singapore. Here’s the KPI framework we see working for companies that are serious about communications.
1. Share of Voice (SOV) — But Weighted
Not all mentions are equal. Instead of tracking raw mention counts, measure SOV by weighting for:
Tier of outlet (FT ≠ local blog)
Prominence (headline vs paragraph mention)
Narrative pull-through (was your key message included?)
This gives leadership a clear view of quality vs noise.
2. Message Penetration
The question: did the story that mattered to you actually land?
Track your 3–5 core messages across all coverage.
Score each article for message pull-through.
Report message consistency quarter over quarter.
This proves that PR is shaping the narrative, not just creating coverage.
3. Market / Investor Visibility
For global companies and startups raising rounds, investor visibility is as critical as customer reach.
Investor media mentions (VC-focused outlets, business press)
Geographic spread (did your funding story run in the markets you’re entering?)
Analyst and trade pick-up
4. Engagement, Not Just Reach
“Impressions” are a vanity metric. Replace with:
Average time on page for PR-driven traffic
Social shares/comments on earned media links
Referral sessions to your website from earned media
This shows whether your stories are actually being read and shared.
5. Pipeline Influence
The toughest but most valuable link: PR to revenue.
Attribute inbound leads that came via PR coverage (track with referral links or branded search spikes).
Track opportunities influenced by PR-driven events or media exposure.
Measure PR-driven branded search lift as a leading demand indicator.
6. Reputation & Risk Indicators
In 2025, reputation management is as important as amplification.
Crisis response speed (minutes to detect, hours to respond)
Sentiment by channel (news vs social vs analyst)
Share of negative voice over time
This ensures PR has a seat at the risk table, not just the branding table.
Moving Beyond Vanity
PR in 2025 is about clarity, not volume. The KPIs that matter are those that prove PR’s role in building trust, shaping the category, and opening markets. At MCG, we specialize in designing PR programs that measure what matters. If you’re expanding into the US, UK, GCC, or Singapore and want a framework that links communications to outcomes, we’d love to talk.
Comments