PR professionals use various metrics to demonstrate the business value of public relations. Here are some common metrics that help PR professionals measure and prove the impact of their efforts:

1. Estimated Views: This metric indicates the potential reach of a PR campaign by estimating the total number of people who see or interact with a particular story, press release, or event.
2. Advertising Value Equivalency (AVE): AVE assigns a monetary value to the coverage gained through PR efforts. It estimates the cost of obtaining the same amount of media exposure through paid advertising.
3. Brand Mentions: Tracking the number of times a brand or company is mentioned in media coverage or social media conversations can provide insights into its visibility and reputation.
4. Share of Voice (SOV): SOV compares a brand’s visibility or mentions with that of its competitors within a specific market or industry. It helps determine the brand’s relative position and impact in the media landscape.
5. Email Performance: Measuring the number of people who open email messages, respond, forward them, or unsubscribe from the mailing list can help determine interest in a news topic and the overall effectiveness of PR-related email campaigns.
6. Website Traffic: Monitoring website traffic and analyzing referral sources can help PR professionals understand the impact of PR efforts on driving visitors to the company’s website. This can be tracked using tools like Google Analytics.
7. Social Media Engagement: Measuring likes, shares, comments, and overall engagement on social media platforms provides an indication of the audience’s interest and involvement with PR-related content.
8. Conversion Rates: PR efforts can contribute to lead generation and customer acquisition. By tracking conversion rates, PR professionals can measure the effectiveness of PR campaigns in driving actions such as signing up for newsletters, downloading resources, or making purchases.
9. Sentiment Analysis: Assessing the sentiment expressed in media coverage, social media conversations, and customer feedback helps gauge the public perception of a brand or campaign. Positive sentiment indicates favorable public opinion and can be tied to business value.
10. Thought Leadership: PR efforts often aim to position company representatives as industry experts or thought leaders. Metrics such as speaking engagements, byline articles, interviews, and mentions in influential publications can demonstrate thought leadership impact.
11. Stakeholder Surveys: Conducting surveys among key stakeholders, such as customers, partners, or investors, can provide qualitative and quantitative data on the perception and impact of PR efforts on their decision-making.

The metrics PR professionals choose to use and how often they report on the performance of PR activities typically depend on the specific goals and objectives of a broader marketing strategy or PR campaign. In any case, PR professionals should customize their reporting approach based on the desired business, market, industry, and/or geographical outcomes.