At its core, a PR report is about presenting the influence of your exhausting work.
Whereas day-to-day PR studies get into the nitty gritty of media monitoring, periodic critiques and marketing campaign washups take a step again, taking a look at wider context, learnings, and subsequent steps.
Let’s get into examples of each…
Listed below are 5 real-world PR report examples that stand out for his or her readability and focus.
The “Exec-friendly one-pager” PR report from Rise at Seven
This one-page abstract presents high-level outcomes, excellent for senior stakeholders who want fast insights with out getting slowed down in particulars.
Key metrics, like web site site visitors and gross sales generated, are offered via a transparent narrative arc: the problem, the thought, the outcomes.
PR reporting is a lot extra than simply what number of hyperlinks or protection you’ve achieved in your exercise. We’ve the flexibility to align this a lot nearer to a model or companies’ total targets and targets.Once we’re taking a look at reporting we concentrate on rankings, site visitors, gross sales and ultimately how a lot ££££ our campaigns have pushed.
Key Takeaway
Present a concise overview that executives can digest rapidly, specializing in efficiency highlights and clear ROI.
The “PR complement” report from Cedarwood Digital
This PR report instance from Cedarwood Digital offers a fast snapshot of digital protection, showcasing the marketing campaign’s success by way of hyperlinks and authority.
The “complement” report is nice for purchasers who don’t want full PR play-by-plays—both as a result of they’re extra invested in different channels, or as a result of reporting is common sufficient that they’re already as much as velocity.
That is an instance Digital PR report that we connect to our web optimization report – we discover it’s fairly prime degree – nevertheless it works properly for our purchasers.
Key Takeaway
Complement broader advertising studies with concise PR snapshots that spotlight key protection.
The “month-to-month deep-dive” PR report from Distinctly
It is a strong instance of a month-to-month PR report from Lauren Discipline, Senior Digital PR Supervisor at Distinctly, providing the exec abstract and subsequent steps up entrance, adopted by a deeper-dive into marketing campaign actions, natural visibility, media protection, and competitor evaluation.
It’s clear from the content material that the Distinctly crew studies on outcomes throughout a number of channels, and all through the whole gross sales funnel. In the event you’re trying to report holistically in your PR efficiency, get inspiration from the full report right here.
Key Takeaway
Web page one in all your PR report doesn’t simply have to be reserved for efficiency overviews—embody subsequent steps straight away for time-pressed stakeholders who want probably the most essential data up entrance. It is a good tactic should you’re creating studies for a number of audiences.
The “marketing campaign wrap up” PR report instance from Kaizen
This PR report from Shakira Sacks, PR Lead at Kaizen, is a superb instance of a well-structured marketing campaign wrap-up.
It follows a logical and easy-to-read circulate, transferring via Marketing campaign Overview > Outcomes > Wider Influence > Subsequent Steps.
Excessive-level efficiency summaries, paired with the correct amount of context, make this report superb for mid-level managers or purchasers.
For extra inspiration, try the report in full right here.
Key Takeaway
Comply with a transparent construction that walks the recipient via the marketing campaign’s narrative, and use instruments like Canva to create visually pleasing studies that information the eye.
The “stay protection” PR dashboard from Escherman
This stay reporting dashboard, constructed by Andrew Bruce Smith, Founderof Escherman company, integrates cross-channel PR metrics like protection authority and social shares.
PR dashboards don’t have a tendency to provide the recipient an entire lot of context. As such, they are typically higher for inside groups, or purchasers preferring common updates and minimal hand holding.
Key Takeaway
Stay dashboards give inside groups and engaged purchasers insights to tweak campaigns in real-time.
Now you’ve seen some examples of actual PR studies, right here’s the best way to create them.
Right here’s the TL;DR:
- Hold your reporting easy by specializing in one clear aim.
- Tailor the content material, metrics, format, and cadence to your viewers
- Don’t overdo it—keep on with key insights and proposals to maintain issues clear and actionable.
An incredible PR report doesn’t overwhelm the reader with data. As a substitute, it focuses on a very powerful insights and clearly solutions a key query. Consider it as a scientific research, with a central speculation that wants testing.
Examples:
- Did we efficiently drive site visitors again to our web site?
- How a lot further consciousness did we create with influencers?
- Did we efficiently flip consciousness into product gross sales?
A single-minded goal will preserve you on monitor.
Your viewers is a very powerful factor to contemplate whenever you begin constructing your report.
Ask your self: Do they actually want to know this? What do they really care about? How do they like to devour data?
Doing this may show you how to create studies that preserve your purchasers coming again.
Totally different audiences shall be excited about other ways of measuring targets. For instance, on-the-ground groups usually tend to care about granular KPIs just like the variety of dofollow hyperlinks.
C-suite or Administrators, then again, will wish to see the top-level influence of your technique.
They’ll want overarching PR KPIs like share of voice uplift throughout plenty of campaign-relevant phrases.
And even site-level share of voice uplift vs. rivals.
The most effective studies don’t rely solely on numbers—they use charts, graphs, and visuals to inform a story.
In the event you’re planning to deal with your PR studies your self, Google Sheets or Docs are strong selections, however they could be a bit limiting by way of design and adaptability.
That’s why numerous PR execs go for extra visible instruments like Looker Studio or Canva.
In case your viewers is a senior exec, they’ll usually need a well-designed report that includes top-level summaries, rigorously curated stats, and efficiency headlines.
Shoppers normally count on a white-labeled report with a wholesome quantity of context on deliverables and outcomes, given they’re not concerned within the day-to-day of it all.
And on the bottom PRs or inside groups (such as you) want stay, granular studies, to iteratively evaluation and develop technique. In-platform information, spreadsheets, and Looker dashboards are format favorites for these bread-and-butter PRs.
Ahrefs’ new PR reporting dashboard is a superb instance. It offers you a stay overview of hyperlink and search efficiency based mostly in your Content material Portfolio (ie. your individual specified record of URLs).
Right here’s what it appears like:
Tip
In the event you’re uncertain the best way to report in your shopper, ask them. They may wish to see top-level summaries in a single part, and efficiency deep-dives in one other.
Whereas a customized PR template will take you a bit longer to configure, the additional effort is worth it if it retains your shopper pleased and retains your company on retainer. Plus, no time is actually wasted should you repurpose these templates for different purchasers, and construct out your individual PR report library.
Your marketing campaign targets and your viewers are the 2 important issues that ought to decide your reporting cadence.
As an example, should you’re reporting to the remainder of your crew, achieve this on a stay and ongoing foundation.
However should you’re presenting outcomes to senior execs, you’ll be analyzing that information on a month-to-month, quarterly, yearly—and even sales-cycle dependent foundation, if that’s how lengthy it takes so that you can see outcomes.
There’s a bent in PR to over-report. Carving out a transparent narrative arc will preserve you on monitor.
The most effective PR studies I’ve seen keep on with this free components to ship wholesome perception:worth.
- Exec abstract (aim and marketing campaign overview)
- High wins
- Expectation vs actuality (rigorously curated charts that information the story)
- Suggestions and subsequent steps
Financial institution these templates to hurry up your PR reporting—be at liberty to delete any parts that aren’t related to your aim or viewers.
PR marketing campaign report template
Able to create your individual PR report? Right here’s a simplified template you possibly can customise in your campaigns…
Ongoing media protection template
This subsequent PR report template comes from Digital PR Lead, Alice Walker-Gibbons, from Embryo Digital.
In the event you’re analyzing the influence of your ongoing media protection, this Google Sheets instance will provide you with some key metrics to contemplate in your PR reporting.
Seize the template right here.
Quarterly PR report template
Alex Jones, Head of Digital at Cartwright Communications, has developed a follow-along template that displays his crew’s strategy to PR reporting.
Right here’s what he has to say:
For digital PR reporting, we frequently cut up our month-to-month and quarterly studies into the next Main Owned Targets:
- Quantity of hyperlinks
- High quality of hyperlinks
- Relevance of hyperlinks
- Area Ranking
- Belief Stream
We additionally add within the share of voice and sentiment evaluation if these contribute to the shopper’s targets. We then cut up our studies into Secondary Shared Targets (SSGs):
- Key phrases/rankings
- Site visitors/periods
- Conversions
- Income development
Primarily, we wish to analyze rating and key phrase modifications in step with hyperlinks acquired after which the influence on site visitors and periods. This may additionally tie again aim completions and any income pushed in consequence.
Wrapping up
In terms of PR reporting, much less is commonly extra. Hold it clear, centered, and tailor-made to your viewers’s wants.
In the event you’re sensible about it, your PR reporting won’t solely show the influence of your exhausting work, it’s going to convey you repeat enterprise, greater budgets, and extra artistic management.
So, go forward and bookmark these examples for inspiration.
