Public Relations Measurement has entered a pivotal phase. As organisations demand clearer proof of communication effectiveness and its contribution to business outcomes, data-backed evaluation has become an essential part of corporate reputation management. Today, PR is no longer only about visibility, it is about accountability, alignment with leadership priorities, and delivering measurable impact.
To support this shift, Brand Balance along with The Promise Foundation has launched FIR – For Industry Records, an annual initiative to understand how different segments of the communications ecosystem – CXOs, in-house communication leaders, and PR consultancies approach Measurement and Data Analytics. Through three customised surveys, we aim to map current practices, identify capability gaps, and build industry benchmarks that advance PR as a strategic business driver.
1. What CXOs Expect from PR Measurement
Senior leadership today views communication not as a support function but as a contributor to business growth, reputation, risk management, and stakeholder trust. The CXO-focused survey explores how top executives interpret PR value, what metrics matter most to them, and where they believe gaps exist in current measurement practices. These insights will help strengthen alignment between communication outcomes and organisational objectives.
CXO Survey: bit.ly/GMPCXO
2. How In-House Teams Measure Impact and Strategic Alignment
Corporate Communications leaders operate at the intersection of business strategy and stakeholder perception. This survey examines how in-house teams evaluate PR effectiveness, their readiness for advanced analytics, and the degree to which their KRAs reflect CXO expectations. The findings will offer a clearer picture of how internal communication functions are evolving into strategic, data-led roles.
In-House Communications Survey: bit.ly/GMPCCO
3. How PR Consultancies Use Measurement to Demonstrate Value
For PR consultancies, measurement is increasingly the backbone of client service, accountability, and partnership building. The agency-focused survey assesses how consultancies use data to showcase impact, justify investment, and guide campaign planning. Insights from this group will help identify best practices and capability gaps shaping client–consultancy collaboration in a metrics-driven environment.
PR Consultancy Survey: bit.ly/GMPPRC
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