PR measurement is the practice of systematically evaluating PR activity against agreed objectives, using metrics that connect PR outputs to commercial outcomes. Modern UK PR measurement follows the Barcelona Principles 3.0 and AMEC Integrated Evaluation Framework, both of which explicitly exclude AVE and reach as meaningful metrics.
What PR measurement actually covers
- Outputs (what PR produced).
- Outtakes (what audiences took away).
- Outcomes (behaviour change).
- Impact (commercial result).
Modern PR metrics
- Placement quality (DA, audience match).
- Share of voice.
- Sentiment analysis.
- Branded search lift.
- Referral traffic with UTM attribution.
- Commercial outcomes attributed to PR.