Are We Ready to Measure PR?

It’s encouraging to see the growing buzz around PR Measurement. Even better to see organisations actively pursuing it. But here is a word of caution: many organisations jump in without checking if we are truly ready, especially in terms of ERP (Efforts, Resources, and Processes) preparedness. Without ERP balance, even the best-intentioned frameworks will fall flat — or worse, mislead.

After all, PR measurement is a result of symphony & harmony amongst 4 custodians – Top Management, Corporate Communications, PR Consultancy, and the PR measurement service provider.

While discussions around what and how to measure are important, for PR Measurement to be successful on-ground, a more fundamental question often goes unasked: a) Are we internally ready to measure PR? Do we have the right ERPs in place?

For FY 25-26 and onwards, this will be one of the most powerful questions that will drive the success of PR and its Measurement.

When Measurement Meets Ambiguity

Indeed, while the demand for PR Measurement surges, so does a pervasive sense of ambiguity. While some organisations are on the right path, many that started PR measurement years ago are now stuck—repeating tactical routines and quietly asking themselves: What are we measuring? What value are we getting? This unspoken discomfort often remains unarticulated.

A primary source of this ambiguity lies in the common misinterpretation of PR Monitoring as PR Measurement. Monitoring is a subset, has an important role that answers “what is happening” or “what happened”. It culminates into Share of Voice, Volume, Tonality, Geographical spread, Media & Journalist details etc. Measurement, however, delves deeper, evaluating impact, linking efforts to tangible outcomes, and aligning communication with broader business goals and reputation.

And yes, one needs to understand that excelling in PR monitoring metrics offers no guarantee of success in true PR Measurement.

Measurement Is Not a Plug-and-Play Process

In many cases, the attempt to measure PR begins reactively:

• A request from leadership
• Mirroring Competition practices
• A mandate to install a media monitoring tool
• A need to showcase some sense of “why we need to exist”

What Does PR Measurement Readiness Look Like?

Readiness isn’t about intent. It’s not about installing a tool. It’s about having clarity, intent, and alignment of ERPs (efforts, resources & processes) across the Top Management-Corporate Communications-PR Consultancy-PTR Measurement service provider assembly line.

Some of the characteristics of a PR Measurement-focused organisation are:

1. CXO-Corporate Communications “Collective” is clear that they focus on Value over Vanity. They do not fixate on Share of Voice Ranks, etc., but want to correlate PR with Outcomes – Business Valuations, Strengthen CXO KRAs, Brand Scores, etc.
2. A quick glance at the reports reflects that they speak CXO language and not PR language
3. The PR & Corporate Communications function is armed with ERPs:
   – Efforts (stakeholder mapping, planning, evaluation)
   – Resources (internal talent, data, budgets, MiS, vendors & partners)
   – Processes (scientific SOPs across CXO-Corporate Communications-External Vendors & Partners)
4. Crystal clear KRAs & KPIs across CXOs, Corporate Communications, and Partners &Vendors
5. The discipline to measure what matters, and the courage to stop measuring what doesn’t

When elements like these, and more, are in place, measurement becomes strategic, not symbolic.
It leads to action, not just reporting.

And What Happens When It’s Missing?

When measurement readiness is skipped, at least three things certainly happen:

1. Measurement becomes a monthly ritual—done for optics, not outcomes
2. The PR function ends up defending outputs instead of demonstrating value
3. Organisations miss out of the 20 tangible benefits

Dashboards are built. Metrics are tracked. But nothing improves. And over time, trust in the function and in PR Measurement erodes — internally and at the leadership level.

The Real Question Isn’t What to Measure. It is – Are We Ready?

PR Measurement should never begin with tools. It should begin with readiness.

As an industry, we must asking: “Are we creating internal ERP conditions that make PR measurable?”

PR Measurement isn’t a checkbox. It’s a strategic shift. So, before diving into dashboards and reports, pause and ask: Are we ready to measure PR? This question may sound simple. It’s foundational. It determines whether your measurement efforts will actually influence brand scores and business outcomes or quietly fade into irrelevance.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Siddhartha Mukherjee

Siddhartha is the founder of Brand Balance that helps the C-suite & CCO collective optimize its Brand Reputation Management ERPs (efforts, resources & processes) across stakeholders. His professional mission is to establish the Corporate Communications function as the only engine towards brand reputation and valuation success.

Before setting up Brand Balance, a neutral organization, his past 23 years of holistic learning curve includes leadership roles across all the three sides of the industry – corporate communications, communications firms and as a business head of a brand data analytics, audit, research & measurement global behemoth. During spare time, he bikes across the Indian highways, writes articles, consults students & professionals and teaches at media and business schools.