The Ultimate Guide to Public Relations in 2020

  • Writing press releases to announce company-related news
  • Creating fact sheets and media kits about the company to send to media teams for brand-building
  • Giving media training to both in-house and external teams
  • Attending and speaking at industry events and representing the brand at trade shows, recruiting events, etc.
  • Finding and analyzing media coverage and promoting that content through owned and paid media channels


Public relations managers are also responsible for tracking and measuring their PR efforts. The following key performance indicators (KPIs) can help your public relations manager(s) analyze and improve your PR strategies.

Measuring your PR performance and impact can be tough. These KPIs will help you track your PR efforts and determine the effectiveness of your PR strategy.

1. Backlinks

Backlinks help you find where and in what context your brand has been mentioned. With backlinks, sites who’ve mentioned your brand have linked to your website, making it easy for readers to click-through and visit your website (and easy for you to track).

But, it’s not just new traffic you’ll benefit from when collecting backlinks — you could see a rise in your SEO rankings, too.

2. Brand Mentions

Brand mentions occur when someone mentions your brand. This metric is important because it helps you measure awareness of your brand.

You might see brand mentions in traditional news coverage, on other business or personal blogs, in reviews, or on social media. Some mentions may be tagged or hyperlinked, and some may not link back to your brand or website — which means you have to go looking for them. Check out the PR tools section [12]for some helpful software tools.

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