By Annie Pace Scranton

For a long time, PR success was summed up in one neat metric: media placements. Land a big story in The Wall Street Journal or Vogue, and it was time to celebrate. But today’s most effective PR strategies go far beyond counting clips. We now have better tools—and more opportunities—to measure impact and influence. And in a world where influence can come from a Substack writer, a podcast host, or a well-positioned LinkedIn post, modern PR needs modern KPIs.

What PR Can—and Should—Do Now

Today’s PR agencies are more than media wranglers. They’re brand storytellers, strategic partners, and visibility drivers. And the way we measure their impact should reflect that. Here’s what to look for:

    • Narrative Development: Before a single pitch goes out, a sharp, flexible story should be in place. Your agency should help shape a narrative that works across media, internal decks, and public speaking.
    • Owned Content That Connects: Your brand is a publisher—whether you planned on it or not. That blog post, video, or newsletter is part of your voice. PR should support content that builds trust and positions your team as go-to experts.
    • Amplification Strategy: A great story shouldn’t live and die in one news cycle. Strong agencies repurpose earned media across platforms, including broadcast, to extend its lifespan through paid support, and ensure it reaches the audiences that matter.
    • Strategic Introductions: Not every win results in a headline. Sometimes, it’s the backchannel connections—to partners, analysts, or event organizers—that move the needle. A good PR team knows how to open those doors.
    • Executive Visibility: Founders and execs are often a brand’s biggest assets. Agencies should help them show up in meaningful ways—on panels, in industry conversations, and across thought leadership platforms.
    • Smarter Measurement: Let’s move on from vanity metrics. Today’s PR efforts can be evaluated with tools that track share of voice, engagement, brand sentiment, and alignment with business goals. These are the numbers that actually matter.

    The Real ROI

    Redefining PR KPIs isn’t about inflating a to-do list—it’s about getting clarity on the real value an agency brings. When PR is integrated into your broader strategy, it supports everything from lead gen to investor interest. And that ROI becomes not just visible but also measurable.
    The best agency relationships start with the right questions—not “How many clips did we get?” but “What do we want people to believe about this brand?” and “Where do those conversations happen now?”

    Because in 2025, showing up where it counts—and making that presence stick—is the real win.