Media monitoring: tracking reach and sentiment
Tools like Meltwater, Brand24, and Mention track who’s talking about your brand, where, and in what context. They don’t just count mentions — they analyze tone and influence, so you know whether you’re shaping perception positively.

Google Analytics: know what your audience does next
After a media feature, did your traffic spike? How long did users stay? Did they sign up or purchase? Google Analytics links PR exposure with behavioral data, showing you how awareness converts into action.

UTM tags: precision tracking
Custom UTM links embedded in media placements or social posts let you distinguish traffic sources — knowing exactly which outlet or campaign drove engagement. It’s the bridge between PR and performance marketing.

Social sharing: the viral afterglow
PR doesn’t stop at publication. Articles can catch fire through shares, reposts, and influencer boosts. Tools like BuzzSumo measure how far your content travels organically across platforms.