Measure what matters with modern PR metrics. Align KPIs to outcomes using frameworks and tools that move beyond vanity counts.
Which framework is widely used to plan and evaluate PR measurement in 2025?
AMEC Integrated Evaluation Framework (IEF)
the Okun Output Ratio
the AVE Equivalency Ladder
the 4Ps of Paid Media
Which metric is broadly rejected as a valid measure of PR value?
Advertising Value Equivalency (AVE)
share of voice
key message pull-through
sentiment analysis
How is Share of Voice commonly calculated?
impressions divided by average CTR
unique visitors minus bounce rate
brand mentions divided by total market mentions, multiplied by 100
brand mentions multiplied by average CPM
What does key message pull-through measure?
whether coverage includes your defined core messages
the number of emails your team sent
the average ad rate in your category
how many pages a visitor viewed
In GA4, which condition can qualify an “engaged session”?
the session contains any UTM parameter
the user scrolls exactly to 50% depth
the session lasts ≥ 10 seconds, or has a conversion, or has ≥ 2 page-views
the user accepts all cookies
Which KPI best connects PR activity to business outcomes?
conversions attributed to earned media traffic
raw media impressions
press release word count
number of pitches sent
What does sentiment analysis categorize in media coverage?
the article’s reading grade level
the geographic origin of the outlet
the ad value of a comparable placement
the tone of mentions as positive, neutral or negative
Why add UTM parameters to links in PR materials?
to automatically raise your SOV
to attribute sessions and conversions back to specific placements
to encrypt customer data in reviews
to bypass paywalls for reporters
Which is a more actionable metric than a vanity count?
percentage of coverage containing key messages
number of newsroom pageviews alone
total emails sent to media
total potential impressions
For executive-ready reporting in 2025, which elements are most useful?
dashboards showing SOV, sentiment, unique outlets and trendlines
a single AVE figure for the quarter
only raw exports of social likes
unfiltered media clippings without context
Starter
Keep building the basics of key performance indicators for pr in 2025.
Solid
You’re on track—tighten techniques specific to key performance indicators for pr in 2025.
Expert!
Masterful command of key performance indicators for pr in 2025.
