PR Measurement Reporting Template (Executive-Ready)

A reporting structure that connects coverage to outcomes without overpromising attribution.

Start with outcomes

Open the report with the business outcomes the PR work supports: trust, demand, risk reduction, or licence to operate.

Leadership reads faster when outcomes are stated first.

Use a compact KPI panel

Include five to eight metrics: share of voice, coverage quality, message pull-through, sentiment trend, and one business proxy such as web traffic or inquiries.

A smaller KPI panel increases adoption and prevents cherry-picking.

Add a two-paragraph narrative

Summarise what changed and why. Then state the action recommended for leadership.

Narrative turns data into decisions.

Document assumptions

State what the data can and cannot prove, especially around attribution.

Transparent assumptions build credibility and reduce debate.