PR metrics and KPIs: updated for 2026 (UK). The UK PR metrics that matter in 2026: quality-weighted placements (by DA and audience match), new referring domains, branded search volume, referral traffic, share of voice vs competitors, sentiment, inbound enquiry attribution, and specific commercial outcomes attributed to PR activity.
Core PR KPIs for UK businesses
- Placements × DA score (quality × quantity).
- New referring domains month-on-month.
- Branded search growth % (Google Search Console).
- PR-attributed referral traffic.
- Share of voice vs named competitors.
- Sentiment (positive/neutral/negative).
- Inbound enquiries citing PR coverage.
- Commercial outcomes (fundraises, hires, signed contracts).
Metrics to ignore in 2026
- AVE (advertising value equivalent) — discredited.
- “Reach” — usually inflated and unverified.
- Impressions — meaningless.
- Placement count alone — quality matters more than quantity.
Choosing PR metrics and KPIs for your goals
- Awareness goals: share of voice, branded search growth, coverage in priority titles.
- Reputation goals: sentiment, key message pick-up, review scores.
- Lead generation goals: referral traffic, enquiries citing coverage, conversions from PR landing pages.
- SEO goals: new relevant referring domains, rankings for target terms.
- AI visibility goals: how often the brand appears in AI answers for category questions.
How to report PR metrics and KPIs
- Start with a one-paragraph summary of progress against objectives.
- Show each KPI against its target and the previous period.
- Highlight the best pieces of coverage and why they mattered.
- Explain what did not work and what will change.
- List next month’s priorities.
Setting targets
Use your baseline and past performance to set targets that stretch without being unrealistic. Review them quarterly, especially after major launches or news events.
FAQs
How many PR KPIs should I track?
Usually three to six. More than that makes reports hard to act on.
Are there industry standards for PR metrics and KPIs?
Yes. The Barcelona Principles and the AMEC framework are the main international standards. Our PR measurement guide explains them.