The world of PR is moving beyond traditional metrics. By 2025, success in PR will no longer be about how loud your megaphone is but about how meaningful your message feels. Indian companies are taking the lead in this metrics makeover. From engagement depth to holistic reputation indices, the metrics of tomorrow promise to be both innovative and impactful.
Engagement Depth: Beyond Likes and Scrolls
If likes and shares were the currency of the early 2010s, engagement depth is now the gold standard. This metric helps a brand to focus on how deeply an audience interacts with content.
Take Tata Motors, for instance. When the brand launched its Nexon EV, its PR team measured engagement depth on explainer videos and testimonials, revealing insights like which regional markets showed the most sustained interest. Armed with this data, Tata fine-tuned its messaging for specific audiences.
Sentiment Value: The Heart of the Matter
Public relations has always been about feelings—how the audience perceives your brand. But today, measuring those feelings has gone from art to science. Enter sentiment value, a metric powered by AI tools like Brandwatch and Hootsuite Insights.
Take the case of Hero Electric. As the company rolled out its green mobility campaign, it monitored public sentiment to identify early signs of negativity—like concerns over battery life or charging infrastructure. The insights enabled Hero Electric to address these issues head-on through transparent PR messaging, ensuring the buzz stayed positive.
Share of Authentic Voice: Keeping It Real
Gone are the days when brands competed purely for the loudest share of voice. Today, it’s about the authenticity of that voice.
Dabur India, a household name in Ayurveda, nails this with its community-driven storytelling. From campaigns featuring everyday people using Dabur Chyawanprash to Instagram collaborations with fitness influencers promoting Dabur Honey, the brand leverages authenticity to enhance its PR game. When Dabur launched its #AyurvedaForLife initiative, it focused on real user testimonials and Ayurvedic tips from practitioners. The result? A growing share of voice that’s not just heard but trusted.
Audience Conversion Rates: The Endgame Metric
PR isn’t just about making noise—it’s about driving action. Whether it’s getting people to sign up for a webinar, download an e-book, or purchase a product, conversion rates are becoming the go-to metric for measuring tangible outcomes.
Take Nykaa, the beauty and wellness e-commerce giant. During their annual Pink Friday Sale, Nykaa tracks how many users convert from PR-driven buzz into actual buyers. They analyse the click-through rates on press release links, the registrations for exclusive sale previews, and even social media shares that lead to purchases. These metrics allow the brand to directly tie PR efforts to revenue, making the case for bigger PR budgets year after year.
Holistic Reputation Index: The Big Picture
In today’s interconnected world, PR isn’t just about managing media relations; it’s about shaping public perception across multiple dimensions. Enter the holistic reputation index, which combines traditional metrics like reach with newer ones such as employee advocacy, CSR impact, and social media sentiment.
Reliance Industries has been a pioneer in this space. With diverse business verticals spanning telecom, retail, and energy, Reliance uses a unified reputation index to gauge its standing across all stakeholder groups. For instance, during the rollout of JioMart, Reliance tracked both consumer engagement and feedback from kirana store owners and employees, ensuring a 360-degree view of the campaign’s impact.
PR Metrics of the Future: Why, Not Just What
As AI and data analytics tools become smarter, PR metrics are moving from descriptive (“what happened”) to diagnostic (“why did it happen”). This switch allows companies to uncover underlying patterns and behaviours.
For instance, when Swiggy launched #SwiggyIt campaign, the team delved into how many users tried the suggested hacks (like using Swiggy Genie to send a surprise gift) and how often those users became repeat customers. This insight helps Swiggy’s PR team refine future campaigns, ensuring they’re not just entertaining but effective.
It’s clear that the future of PR will be about stories, emotions, and actions. For brands willing to dive into these deeper waters, the rewards will be richer connections with their audiences and a stronger, more enduring impact.
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Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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