For a long time, public relations was considered an area where success was difficult to measure. A successful interview, a positive article or a well-attended event were all considered proof that planned activities were working. In the past, the advertising value equivalent was the most important tool for measuring PR. However, in today’s data-driven world, shaped by digital media, other indicators have become far more relevant. One thing is certain: companies, agencies and communicators must demonstrate a measurable contribution to business success.

But which numbers really count? Are impressions more valuable than time spent on a page? Does a high share of voice automatically equate to relevance? What is the real difference between vanity metrics and true performance indicators?

This blog explores which KPIs in PR are truly meaningful, and how they can be used to make communication visible and effective.

Reach Alone Is Not Enough

To evaluate PR properly, you need to look beyond surface-level figures and focus on what actually drives results. Not every metric that is easy to measure provides real insight.

Impressions are a good example of this. While they show how often a piece of content has been seen, they do not indicate whether it has been read or understood, let alone whether it has achieved the desired effect. The same is true of clicks. While they can be an early indicator of interest, they say little about the quality of engagement. Focusing solely on these values means measuring visibility rather than impact.

Vanity Metrics vs. Value Metrics

It is not the case that every number that looks good on paper has real meaning. Vanity metrics are figures that may appear impressive at first, but which do not offer any insight into actual impact. Examples include follower counts, basic reach statistics and the number of published articles. While they can highlight trends, they do not answer the key question of whether communication really makes a difference.

Value metrics, in contrast, provide information about behaviour, relevance and impact. They reveal whether content was understood, shared, commented on, or even translated into concrete actions. Only these KPIs can genuinely help to optimise communication and demonstrate its value to a business. In other words, only value metrics live up to the term ‘key performance indicators’.

What Really Counts: Behavior and Engagement

The most meaningful KPIs are those that reflect audience behavior. These include:

• Time spent: Shows how long users engage with content. The longer the interaction, the stronger the relevance.
• Scroll depth: Indicates how far users scroll on a page and whether they consumed the content in full. For example, if 80 percent of readers scroll through at least 75 percent of an article, this signals strong relevance.
• Interactions: Comments, feedback, shares and recommendations are clear indicators of engagement and show strong resonance with the target audience.
• Earned actions: Forwarding content to colleagues, being mentioned in other contexts or prompting questions at events. In short, anything that goes beyond passive consumption.

These KPIs demonstrate not only whether content is found, but also whether it is understood, discussed and shared.

Tone Over Volume

Another essential KPI is the tone of the coverage. When it comes to communication, it’s not just about whether a company is mentioned, but also how it is mentioned. Positive reporting strengthens trust and reputation. Conversely, neutral or negative coverage can highlight misunderstandings, uncertainties, or even reputational risks. Therefore, tracking tone reveals not only visibility, but also how the company is positioned and perceived.

Competitive Benchmarking With Substance

Share of voice measures a company’s media presence compared to that of its competitors. It shows how well the company is doing in the market and if it can claim ownership of certain topics. However, a high share of voice alone says little about quality or strategic relevance. It is only when combined with content analysis, showing whether key messages appear in the desired context, that it delivers actionable insights. Therefore, share of voice should not stop at pie charts. It needs to be tied to analysis and direct business value.

When Communication Leads to Action

Conversion rates are another powerful metric. They demonstrate whether PR creates more than awareness and whether it prompts concrete actions. Examples include event registrations, downloads of informational material, newsletter sign-ups, and direct contact with the company. Conversions are especially meaningful when they can be clearly linked to PR efforts, as this establishes a direct connection between communication and business success. At this stage, PR evolves from a visibility tool into a strategic driver that creates measurable value.

Conclusion: Impact Over Vanity

In PR, the key performance indicators that genuinely count are those that gauge impact instead of vanity. They show if messages connect with the audience, are comprehended, and elicit action. This facilitates the objective assessment of success and the strategic management of communication in alignment with business objectives.
Examine your KPIs critically to ensure your PR activities are future-proof. Consider which figures look appealing and which demonstrate that communication is a quantifiable factor in achieving business success.

For more effective measurement and strategic development of your PR activities, reach out to us at vibes@hbi.de.