1. Media Coverage and Reach
The first KPI is the number of media publications and the audience they reach, including:

• press releases in top-tier media;
• mentions in niche media;
• online and offline brand mentions.

Quality matters as much as quantity: a single publication in a highly relevant media outlet can be more valuable than dozens of minor mentions.

2. Sentiment Analysis
PR effectiveness also depends on mention sentiment: positive, neutral, or negative. Modern analytics tools can track emotional tone and allow timely responses to negative mentions.

3. Social Media Engagement
Social media is both a communication channel and a KPI indicator. Metrics include:

• likes, shares, comments;
• audience reach;
• follower growth.

High engagement indicates message resonance and audience involvement.

4. Search Traffic and Brand Index
PR influences online visibility. KPIs include:

• increase in branded search queries;
• organic search rankings;
• frequency of mentions on thematic platforms.

These metrics help evaluate PR’s impact on targeted traffic and brand awareness.

5. Conversions and Business Results
Finally, the main KPI is PR impact on sales and business goals, such as:

• sales growth following PR campaigns;
• acquisition of new clients;
• increased brand trust and audience loyalty.

Integrating PR with marketing allows companies to clearly link PR ROI to business metrics.

Conclusion
Measuring PR effectiveness is not only possible but essential. Companies that monitor KPIs consistently experience higher communication impact, better budget planning, and stronger competitive advantages.