How can a PR agent demonstrate value to the board?

We work with several organisations with boards that demand “proof” of our PR value.

A board is usually a group of differently wired humans – some are numbers of people, others big picture visionaries, and others detail-orientated folks.

We need to appeal to them all!

Measuring PR success for a board requires presenting clear, data-driven results tied to organisational goals. Here’s a comprehensive guide tailored for such an audience.

1. Align Metrics with Strategic Objectives

Focus on KPIs that directly connect to the board’s priorities, such as:

• Brand awareness: Are you increasing recognition in critical markets?
• Reputation management: Are public sentiment and trust improving?
• Stakeholder engagement: Are key audiences more engaged?
• Crisis handling: How effectively has PR mitigated risks?
• Business impact: Are PR activities driving leads, partnerships, or revenue growth?

2. Present Quantitative Metrics

Numbers are persuasive. Highlight these metrics:

• Media Coverage:
  • Total earned media mentions (compared to competitors).
  • Share of voice (SOV) in your industry.
  • Tier-1 media hits (highly reputable outlets).
  • Sentiment analysis (positive, neutral, negative).
• Digital Impact:
  • Website traffic from PR campaigns (track referral links).
  • Social media impressions, engagements, and follower growth.
  • Email newsletter open rates or new subscriptions from campaigns.
• Audience Engagement:
  • Event attendance or webinar participation.
  • Downloads of reports or whitepapers.

3. Highlight Qualitative Achievements

Boards value stories that show influence and impact:

• Showcase impactful media placements or endorsements.
• Share how PR reshaped perceptions or opened doors for strategic partnerships.
• Detail success in mitigating crises or protecting the brand’s reputation.

4. Demonstrate ROI

Tie PR efforts to tangible outcomes. For instance:

• Increased leads or sales inquiries after a significant media campaign.
• Cost savings from avoiding a crisis through effective PR strategies.
• PR’s role in securing investor confidence or community goodwill.

5. Use Visual Dashboards

Use tools like Google Data Studio, Power BI, or PR software (e.g., Meltwater, Cision) to create dashboards. Include:

• Charts of media coverage trends.
• Comparative graphs for competitors.
• Heatmaps for sentiment and geographical impact.

6. Report on Long-Term Value

PR success often builds over time. Highlight progress in:

• Improving brand consistency across campaigns.
• Establishing thought leadership in key topics.
• Increasing media relationships or earned media value.

7. Case Studies

Include 1-2 brief case studies illustrating PR wins. Example:

• Campaign Name: Repositioning for Market Leadership.
• Objective: Increase visibility in [specific market].
• Outcome: Achieved a 30% increase in positive media coverage within 6 months and drove 15% growth in event attendance.

8. Be Transparent About Challenges

Boards appreciate realism. Share challenges, lessons learned, and plans to address gaps.

9. Provide Forward-Looking Recommendations

End with actionable strategies to build on PR successes:

• Expanding into new markets.
• Investing in specific PR technologies.
• Exploring new storytelling formats like video or podcasts.
• Create your media channels like Substacks

By presenting this range of insights, you ensure the board views PR not as a cost centre but as a strategic contributor to your success.

If we can help you communicate successfully with your board, hit us up!