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5 PR Measurement Metrics Every B2B Company Needs to Track

Public relations (PR) are a powerful tool for building brand awareness, establishing thought leadership, and ultimately driving sales in B2B marketing. Unlike targeted ad campaigns with a clear conversion rate, measuring the success of PR efforts can feel more complex. Nevertheless, B2B companies can track specific key metrics to discover whether their PR campaigns are effective and how they are generating return on investment (ROI).

Here are five essential PR measurement metrics for B2B companies:

1. Brand Awareness & Reach

Impressions: This metric counts the number of times your brand is seen across various media channels, including online articles, social media mentions, press releases, and broadcast placements. It provides a basic understanding of how many people are potentially exposed to your brand messaging.

Social Media Reach: Track the number of people who see your social media posts mentioning your PR wins or key industry topics. It helps you understand how PR efforts are amplifying your social media presence.

Why it Matters: Increased brand awareness is the foundation for building trust and establishing your company as a leader in the B2B space. By tracking impressions and social media reach, you can see how PR efforts are getting your brand name out there.

Tracking tools: Brand monitoring tools like Brandwatch and Sprout Social can help you track brand mentions and sentiment analysis.

2. Media Coverage Quality

Media Outlet Authority: Not all media placements are created equal. Identify the quality and reach of the publications or platforms featuring your brand. High-authority publications with a strong B2B audience hold more weight than smaller, niche outlets. Consider industry-specific publications and respected business journals.

Sentiment Analysis: Go beyond simply counting mentions. Analyze the sentiment of the media coverage. Are publications portraying your brand in a positive light?

Why it Matters: Securing placements in relevant, high-quality publications positions you as a trusted source and validates your expertise. Positive sentiment reinforces your brand reputation and builds trust with potential clients.

Tracking tools: Media monitoring tools can often provide basic sentiment analysis. More advanced tools may be needed for in-depth analysis.

3. Website Traffic and Engagement

Website Traffic from Earned Media: Track how many website visitors come from sources like media mentions, press releases, or social media content related to your PR efforts. It shows how PR is driving people to your website, where they can learn more about your company and offerings.

Engagement Metrics: Monitor how visitors from earned media interact with your website. Analyze metrics such as time spent on a page, bounce rate, and content downloads. High engagement indicates that PR efforts are attracting the right kind of audience and sparking genuine interest.

Why it Matters: Website traffic and engagement demonstrate that your PR strategy is not just creating awareness but also driving qualified leads toward your website, a crucial step in the B2B sales funnel.

Tracking tools: Google Analytics is an excellent tool for tracking website traffic sources and conversions. Marketing automation platforms can help you identify leads generated from specific PR campaigns.

4. Lead Generation and Sales Impact

Leads Generated from PR: Track how many leads are generated from sources directly tied to your PR efforts, such as website forms filled out by visitors coming from media placements.

Sales Qualified Leads (SQLs): Not all leads are created equal. Determine how many PR leads are qualified leads and which are more likely to convert.

Why it Matters: The ultimate goal of B2B PR is to generate qualified leads that convert into sales. Tracking these metrics helps you demonstrate the tangible business impact of your PR efforts.

5. Social Media Engagement

Shares and Mentions: Track how often your social media posts mentioning your PR wins or critical industry topics are shared and cited by others. High social media engagement indicates that your PR efforts are sparking conversations and brand advocacy.

Brand Sentiment Analysis: Analyze the sentiment of social media conversations surrounding your brand, particularly those related to your PR activities. It provides valuable insights into audience perception.

Why it Matters: Social media is an effective tool for amplifying your PR efforts and fostering brand conversations. Tracking social media engagement helps you understand how PR is influencing online brand perception and driving organic reach.

Tracking tools: Most social media platforms have built-in analytics dashboards that can be used to track engagement.


The ultimate goal of B2B PR is to generate qualified leads that convert into sales. Tracking these metrics with the tools mentioned above helps you demonstrate the tangible business impact of your PR efforts. By showing how many leads your PR generates and how many convert into sales, you can justify your PR budget and secure ongoing support for your initiatives.

Greenbulb is an independent communications agency that utilizes best practices in digital marketing to boost a brand’s online presence and reach the target audience. Connect with us, and let’s bring your digital marketing strategy to a new level!

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