In an increasingly results-driven B2B environment, public relations (PR) measurement must evolve. Moving beyond traditional metrics such as advertising value, number of mentions, or volume of coverage isn’t just desirable, it’s essential to advance toward actionable indicators that address the new challenges of the digital landscape.
At InfoSol, we design Optimized Public Relations (OPR) strategies that not only generate purposeful visibility but also contribute directly to key business objectives such as conversion, digital positioning, and reputation building.
We believe that measuring PR effectively means connecting visibility with results. That’s why our public relations metrics focus on demonstrating how strategic communication drives discovery, digital traction, and tangible business outcomes.
Did You Know?
78% of companies that measure PR KPIs manage to optimize their campaigns and enhance their online reputation within a year — leveraging reliable data and analytics, according to a global report by Cision and PRWeek.
Connecting visibility with results
Traditional metrics measure activity. Modern metrics reveal impact. When PR is integrated with digital marketing, strategic content, and business objectives, its value becomes measurable and actionable.
At InfoSol, we focus on connecting what’s seen in the media with what truly matters for your company: conversion indicators, reputation signals, and digital performance. Success in PR isn’t just about being seen, it’s about being found, considered, and remembered. That’s where actionable metrics for monitoring media impact and mentions help reveal the true return of your strategy.
How we measure what truly matters
Below are the eight key metrics we use at InfoSol to evaluate and optimize the impact of public relations across earned, shared, and owned media.
1. Visibility and Brand Signals
At InfoSol, we go beyond counting mentions—we assess where, how, and with what message your brand appears in the media. Not all media exposure has the same value; visibility is most effective when achieved in outlets aligned with your industry, target audience, and strategic positioning.
To measure your brand’s momentum, we monitor both qualitative and digital signals such as:
- Recurring media interest
- Message consistency across different coverages
- Engagement on owned channels following exposure
This approach aligns with global frameworks like the AMEC Integrated Evaluation Framework, which prioritizes assessing contributions to organizational goals, not just immediate outcomes.
2. SEO value and digital authority
When earned media includes backlinks to your website, it not only generates visibility—it also strengthens your digital footprint. Coverage in high-authority media enhances your site’s credibility in the eyes of search engines, resulting in better rankings and long-term visibility.
At InfoSol, we evaluate how media coverage boosts your search discoverability, whether by improving domain authority, reinforcing keyword relevance, or generating qualified traffic aligned with your communication strategy.
3. Strategic keyword alignment
Not all media coverage delivers the same value. We analyze which outlets, journalists, and content formats best align with your strategic keywords—the ones that truly matter for your business.
Specialized or niche media tend to generate higher-value mentions by incorporating terms directly tied to your services, industry, or value proposition. This alignment enhances the SEO value of earned content and strengthens visibility for high-intent, business-relevant searches.
4. Referral traffic as a signal of media impact
Exposure in strategic media not only generates visibility, but it also drives action. At InfoSol, we measure referral traffic from earned media to your website to understand how each piece of coverage contributes to digital engagement.
By identifying which articles, platforms, or outlets generate visits, we gain valuable insights into how media exposure fuels discovery and contributes to conversion goals. These traffic patterns serve as clear indicators of the effectiveness of public relations within your broader communication strategy.
5. Contribution to web traffic and conversion
Media visibility gains greater value when it drives action. We monitor referral traffic from articles, interviews, or digital media mentions to client websites.
By aligning PR efforts with strategic campaigns and destination content, we help demonstrate how media coverage contributes to generating conversion opportunities—such as sign-ups, inquiries, or key website interactions.
While tracking final conversions typically falls under the client’s internal team, tools like Google Analytics allow community managers to trace the source of these actions and link them back to visibility generated by InfoSol.
6. Driving conversions through Earned Media
Earned media plays a strategic role in guiding potential clients along the path to conversion. At InfoSol, we amplify the visibility of key messages that support specific business goals, whether product discovery, service acquisition, or campaign promotion.
We coordinate our media relations with each client’s marketing and digital communication efforts, ensuring that media exposure complements and enhances the conversion journey.
While we don’t directly track final conversion data, we create the conditions that make it possible—through segmented visibility, authoritative mentions, and message alignment. As the saying goes:
“Public relations don’t close the sale — they open the door.”
7. Discovery
Visibility is being present. Discovery is being found. At InfoSol, we prioritize making your brand easy to find and explore after appearing in the media.
We assess how earned coverage contributes to discovery through:
- Referral traffic, generated by backlinks from trusted media
- Search visibility, driven by mentions that include relevant keywords strengthening your ranking
- Amplification in digital communities, niche groups, and social networks where journalists or audiences share your content
We also extend discovery by repurposing earned content across owned and shared media: publishing collaborative articles on client websites and promoting media mentions on social platforms in coordination with their community managers. This approach activates buzz marketing and digital word-of-mouth (eWOM) strategies, expanding visibility across both search and social environments.
8. Purpose-driven coverage
Not all coverage provides equal value. At InfoSol, we prioritize strategic coverage that aligns with your brand positioning, key messages, and target audience.
We evaluate each media appearance using three essential criteria:
- Right message: Does it reinforce your brand narrative and business objectives?
- Right media: Does it appear in credible outlets relevant to your industry and target audience?
- Right timing: Is it aligned with your campaigns, editorial calendars, and key business milestones?
This includes capitalizing on market trends, annual industry events, or moments of newsjacking, where timely participation in current events amplifies your voice strategically.
This approach ensures every earned mention fulfills a clear purpose—whether boosting launch visibility, building thought leadership, or supporting brand reputation during key moments.
Our methodology reflects international standards such as the Barcelona Principles, which emphasize the importance of measuring not only quantity but also the quality, context, and relevance of the coverage obtained.
Measuring what really matters in Modern Public Relations
PR KPIs are no longer just about generating visibility—they’re about creating meaningful impact. In a business environment where every investment must demonstrate measurable value, PR measurement must go beyond counting mentions or calculating advertising equivalencies.
At InfoSol, we apply a results-based measurement approach to assess PR impact. We focus on how strategic communication contributes to visibility, positioning, discovery, digital traction, and ultimately, conversions.
Our measurement model combines media intelligence, SEO impact, social listening, and traffic analysis to track performance from visibility to engagement. More than reporting what happened, we deliver insights that guide what comes next.
