Public Relations KPIs List

Public relations KPIs are measurable performance indicators that track the public relations employee, manager, and team’s ability to ensure the implementation of a successful public relations strategy over time. A robust, successful public relations department and system are vital to the organization’s ability to grow and mature over time.

Public Relations Team Objectives

The public relations team objectives or KPIs are designed to track and measure the public relations team’s operational efficiencies over time, including elements such as improving the active brand media coverage, the potential brand media reach, and the brand’s geographical presence over time.

  • Improve active brand media coverage – This KPI tracks and measures the extent to which the public relations team is able to improve the active media coverage over time. The higher this metric, the greater the public relations team’s ability to increase the active media coverage over time.
  • Improve potential brand media reach – This KPI tracks and measures the extent to which the public relations team is able to improve the potential media reach. The higher this metric, the greater the public relations team’s ability to increase the potential media reach over time.

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  • Improve geographical presence – This KPI tracks and measures the extent to which the public relations team is able to improve the geographical presence over time. The higher this metric, the greater the public relations team’s ability to improve the geographical coverage over time.
  • Improve key message penetration – This KPI tracks and measures the extent to which the public relations team is able to improve the key message penetration over time. The higher this metric, the greater the public relations team’s ability to improve key message penetration over time.
  • Improve the brand’s overall media presence – This KPI tracks and measures the extent to which the public relations team is able to improve the brand’s overall media presence over time. The higher this metric, the greater the public relations team’s ability to increase the brand’s overall media presence over time.
  • Improve earned traffic – This KPI tracks and measures the extent to which the public relations team is able to improve the earned traffic metric over time. The higher this KPI value, the greater the public relations team’s ability to increase the earned traffic metric over time.
  • Event promotions – The event promotions KPI tracks and measures the extent to which the public relations team is able to improve on their ability to run successful event promotions over time. The higher this metric, the greater the public relations team’s ability to improve their ability to run successful event promotions.

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Public Relations Manager Objectives

The public relations manager objectives or KPIs are designed to track and measure the public relations manager’s operational efficiencies, including metrics like improving the brand’s share of voice, improving the ability to communicate succinctly and effectively in a crisis, and increasing the number of brand impressions over time.

  • Improve the brand’s share of voice – This KPI tracks and measures the extent to which the public relations manager is able to improve the share of voice over time. The higher this metric, the greater the public relations manager’s ability to improve the share of voice over time.
  • Improve domain authority – The domain authority (DA) is a ranking metric that predicts how high a website will rank on search engines over time. This KPI tracks and measures the extent to which public relations manager is able to continually improve this metric over time.

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  • Improve crisis communications – This KPI tracks and measures the public relations manager’s ability to improve on crisis communications over time. The higher this metric, the greater the extent to which the public relations manager is able to improve on communicating effectively during a crisis.
  • Improve brand impressions – This KPI tracks and measures the extent to which the public relations manager is able to improve the number of media impressions over time. The higher this metric, the greater the public relations manager’s ability to increase the number of media impressions over time.
  • Improve brand media mentions – This KPI tracks and measures the extent to which the public relations manager can increase the number of brand media mentions over time. The higher this metric, the greater the public relations manager’s ability to improve the brand media mentions metric over time.
  • Improve web traffic – The web traffic measures the number of visitors to the brand’s website over time. This KPI tracks and measures the extent to which the public relations manager is able to improve the web traffic metric over time. The higher this KPI value, the greater the manager’s operational efficiencies.
  • Create brand interest – This KPI tracks and measures the extent to which the public relations manager is able to improve on the creation of interest in the brand over time. The higher this metric, the greater the public relations manager’s ability to improve the creating interest KPI value over time.

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Public Relations Employee Objectives

The public relations employee objectives or KPIs are designed to track and measure the public relations employee’s operational efficiencies over time, including elements such as improving the brand’s social engagement, improving brand sentiment, increasing the brand’s media outreach, and improving the content quality over time.

  • Improve social engagement – This KPI tracks and measures the extent to which the public relations employee is able to improve social engagement over time. The higher this metric, the greater the public relations employee’s ability to increase social engagement over time.
  • Improve brand sentiment – This KPI tracks and measures the extent to which the public relations employee is able to improve brand sentiment over time. The higher this metric, the greater the public relations employee’s ability to increase brand sentiment over time.

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  • Improve media outreach – Media outreach is a metric that measures the number of press releases and pitches sent out and how they are performing. This KPI tracks and measures the extent to which the public relations employee is able to improve the media outreach over time.
  • Improve quality of coverage – This KPI tracks and measures the extent to which the public relations employee is able to improve the quality of coverage over time. The higher this metric, the greater the public relations employee’s ability to improve the quality of coverage over time.
  • Improve content quality – This KPI tracks and measures the extent to which the public relations employee is able to improve on the content quality over time. The higher this metric, the greater the public relations employee’s ability to improve the quality of written content over time.
  • Stimulate brand demand – This KPI tracks and measures the extent to which the public relations employee is able to stimulate demand for the brand over time. The higher this metric, the greater the public relations employees’ ability to boost demand for the brand over time.

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These public relations KPIs are an integral part of ensuring that the public relations team meets its key efficiencies and critical organizational goals. The successful implementation of an effective public relations strategy plays a vital role in ensuring that the company meets its operational and organizational goals. As a result, measuring these objectives is key to operational success. These KPIs focus on tracking metrics grouped in three result areas: employee, team, and manager.

It is critical to track and measure these KPIs over time because they offer insight into the public relations department’s successes and where improvements are needed. Metrics like improving the brand’s website traffic, increasing earned traffic, improving the brand’s overall media presence and the quality of the content published, as well as the active brand media coverage, are fundamental to ensuring the company’s operational success.

Implementing public relations KPIs or objectives for the public relations team, employee, and manager drives the obligation to guarantee consistency over time. High-performing metrics are valued, translating into an effective public relations management strategy and application thereof by the public relations team, manager, and employee. On the other hand, low-performing metrics must be revisited as they show poor performance and detract from operational and organizational success metrics.

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  • Use on all smart devices
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A guided rollout is included with all our plans. Simply send us your job descriptions and we will set up your evaluations.
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