“We got featured in The Guardian!” “Our CEO’s interview just dropped on CNN!”
And yes, seeing your brand name in bold, front and center, feels incredible. It’s validation. It’s visibility. It’s that “we’ve arrived” moment.
But if media mentions are the only thing you’re using to measure your PR efforts, you’re only scratching the surface. PR isn’t just about noise, it’s about impact. And impact goes way beyond the number of times your name appears in print or on screen.
So how do you know if your PR is actually doing the needed work for your brand? Let’s talk about it:
1. Are People Engaging With the Story?
It’s one thing to get mentioned, it’s another for your audience to care enough to interact. Look at the quality of the engagement: Are people sharing the piece? Commenting? Quoting it in their own posts?
If your story is sparking conversations, debates, or even DMs to your team, that’s a sign it’s resonating. PR should feel like a starting point for connection and not a one-way broadcast.
2. Is There a Shift in Perception?
PR at its core is about shaping how people think and feel about your brand. After a campaign, pay attention to what people are saying, not just that they’re talking. Are you seeing more positive sentiment on social media? Are customers describing your brand in ways that align with your values?
Sometimes the real win is when people start seeing you differently, such as an expert, a trusted partner, or a thought leader, even if they don’t realize PR played a role in that shift.
3. Are You Seeing Real-World Outcomes?
This is the part that often gets overlooked because it’s not always instant. But track whether PR efforts are influencing things like:
- Website traffic spikes after coverage
- New partnership inquiries
- Increased sign-ups or product trials
- Invitations to speak, collaborate, or lead industry conversations
Media visibility is nice. But media visibility that leads to tangible opportunities is even better.
4. Are You Building Long-Term Relationships?
PR isn’t just about landing that one golden feature, it’s about becoming a go-to resource for journalists, editors, and influencers. If a reporter keeps coming back to you for expert commentary or if your name starts circulating in the “who to call” circles, that’s a huge indicator of success.
Relationships compound over time. And that compounding trust can often be worth more than a one-time mention in a big-name outlet.
5. Are You Owning Your Narrative?
Sometimes success is less about “how many” and more about “how accurate.” If the stories being told about your brand truly reflect your mission, vision, and values then congratulations, you’re winning!
PR should put you in the driver’s seat of your narrative, not leave it up to others to decide who you are.
Media mentions are the spark, but they’re not the whole fire. The real measure of PR success is the shifts in perception, the doors it opens, and the way it positions you for the future.
So, the next time someone asks, “How are your PR efforts going?”, don’t just count the headlines. You should instead count the conversations, the connections, the opportunities, and the credibility you’ve built along the way.
Because in PR, the real win isn’t just being seen, it’s being remembered, trusted, and sought after.
And Jivagate Consulting can help you build a solid images that is all of these. You can reach us here.
