Five ways to demonstrate the ROI of PR

By Alex Miarli:

More often than not, when the boardroom doors close, PR can be the line item that gets side-eyed when budget conversations roll around. Why? Because, unlike sales figures or paid ads, the value of PR isn’t always immediately obvious. But that doesn’t mean it’s not there.

The truth is, return on investment (ROI) only exists if you’re clear on what you’re investing in – and what you expect to get back. PR is no exception. You need to start with a strategy, align on the right goals and build in the right measurements from day one.

Otherwise? Well, it’s a bit like binge-watching a TV series because everyone says it’s amazing. You power through a bunch of episodes, but somewhere along the way, you’re not sure what you’re meant to be getting out of it. Was it entertaining? Thought-provoking? Worth the time? Nope, and you then wish you never even bothered.

But that uncertainty is what happens when there’s no clear objective – or when you forget to measure what matters. To truly show the ROI of PR, you need to link what you’re doing back to what the business is trying to achieve. Here are five simple ways to do just that.

1. Set the strategy

We bang this drum a lot, but with good reason. I mean, we see the question of “Is your PR strategy working hard enough?” pop up time and time again.

Which leads us to ask: What are you actually trying to achieve with PR? Awareness? Reputation? Thought leadership? Industry influence? Support for sales and lead generation? All of the above?

Too often, PR is viewed as a reactive service, something you turn to in a crisis or when you want to get a quick press release out there. But PR works best when it’s proactive, consistent and aligned with business goals. That’s where strategy comes in.

Define what success looks like from the outset and align it with business objectives in a clear and concise way. After all, when PR is locked into the wider business strategy, it becomes easier to measure – and harder to cut.

2. Map your tactics to outcomes

To put it simply, which is something we love to do here, strategy is the ‘what,’ tactics are the ‘how.’

Press releases, thought leadership articles, media briefings – all of these are tools. Tactics. But what are they delivering? You can’t just throw out tactics and hope something sticks.

If you’re building executive profiling, ask yourself why that matters. Is it to raise awareness ahead of a stock market flotation? Then, you can’t just shout about your technology; it’s all about positioning leadership as credible and investment-worthy. Think about securing placements in the right financial titles to prove it.

The same applies when targeting a specific sector. Know what titles your audience reads and what they care about. If you’re chasing credibility in the anti-fraud space, talk about the real issues those readers face – and how you can help solve them.

If you have a goal to be known for something, then all your PR efforts need to talk about that issue and the key messages around it. So, before you dive into tactics, step back and link everything to a clear business goal and figure out what the messaging is first.

3. Set KPIs and define what ‘good’ looks like

This is the part many skip. “We got coverage!” Great. But was it the right publication? Was it read by the right audience? Did it generate engagement or influence a sales conversation?

Setting clear KPIs from the start – whether that’s share of voice, brand mentions or sentiment – makes all the difference. When everyone agrees on what success looks like, the value becomes much easier to measure.

4. Evaluate and adapt

Believe it or not, but PR doesn’t work with a ‘set-and-forget’ approach. What worked last quarter might not work this one. The media landscape shifts. Audiences move. Business priorities change.

That’s why a strong PR programme builds in time to review, reflect and pivot. Regular evaluation helps you spot what’s working, what’s not and where to reallocate efforts for greater impact. Showing your ability to adapt is part of demonstrating ROI too. It tells leadership you’re not just doing things; you’re doing the right things.

But to fully achieve this one, businesses must meet their PR agency halfway. Communication is key. After all, it takes two to tango.

5. Close the loop

This is the part where PR proves its worth.

Don’t just show coverage. Show value to the right people in the business. Say: “You wanted to build awareness in this industry. We secured coverage in X and Y publications that reach Z number of decision-makers.” 

Or, “You wanted to build credibility with investors. Our thought leadership was picked up in this outlet, with strong engagement on LinkedIn and increased direct traffic to the investor page.”

Be crystal clear. Frame everything in the language of business outcomes. Make the connection impossible to miss and show how PR is delivering exactly what the business asked for.

Making PR count

If you’re tying every activity back to a clear goal, PR stops being “the fluffy stuff” and becomes what it truly is: a strategic driver of business success. Only then will it be impossible to argue with and leave on the chopping block. Get in touch with us today if you’re looking to get the best ROI on your PR.

Oh, and for those wondering, the overhyped TV show I was thinking about was Gavin and Stacey…