What a PR report contains
A well-structured PR report includes four types of indicators. Media coverage : the number of articles, interviews, and mentions obtained over the period. Reach : the sum of the unique audiences of the outlets that featured your communications. AVE (Advertising Value Equivalency): an estimate of the cost that the same space would have represented in paid advertising. Sentiment analysis : the proportion of positive, neutral, or negative content. These four dimensions combined provide a complete view of your media presence.
How often should you produce a PR report
The frequency depends on the intensity of your PR activity. For a startup in a fundraising or product launch phase, a monthly report is recommended: it allows you to adjust your strategy quickly. Once you reach a steady state, a quarterly report is sufficient to track trends and prepare annual reviews. The key is to maintain consistency: an irregular report loses its value as a management tool.
What we see with our clients
Most founders who contact us have never formalized PR reporting. They know an article appeared in Les Echos or TechCrunch, but they cannot quantify the cumulative impact of six months of press activity. As soon as Linker implements a monthly dashboard, executives have concrete data for their board meetings and negotiations with VCs.
How to use PR reporting to convince internal stakeholders
PR reporting is more than just a tracking tool: it is a tool for validation. Present it during your management meetings with three key metrics: total reach, number of qualified placements (Tier 1 and 2 media), and sentiment trends. Compare periods to show progress. If your PR budget is questioned, the cumulative AVE for the year provides a benchmark that is immediately understandable to a CFO, even if that metric has its limitations.
The limitations of PR reporting and how to overcome them
PR reporting doesn't capture everything. It doesn't measure off-the-record conversations, indirect effects on recruitment or fundraising, or long-term reputation influence. To complete the picture, cross-reference your PR data with other indicators : direct traffic to your site in the days following a major publication, trends in Google searches for your brand, or the quality of incoming leads. This 360-degree view is what transforms PR reporting into a true decision-making tool.
