At its core, a PR report is about presenting the influence of your onerous work.
Whereas day-to-day PR experiences get into the nitty gritty of media monitoring, periodic critiques and marketing campaign washups take a step again, wider context, learnings, and subsequent steps.
Let’s get into examples of each…
Listed here 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, good for senior stakeholders who want fast insights with out getting slowed down in particulars.
Key metrics, like website site visitors and gross sales generated, are offered by way of a transparent narrative arc: the problem, the concept, the outcomes.
PR reporting is a lot extra than simply what number of hyperlinks or protection you’ve achieved on your exercise. We’ve got the flexibility to align this a lot nearer to a model or companies’ general aims and targets.After we’re 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 shortly, 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 shoppers 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 search engine optimization report – we discover it’s fairly high degree – nevertheless it works properly for our shoppers.
Key Takeaway
Complement broader advertising and marketing experiences with concise PR snapshots that spotlight key protection.
The “month-to-month deep-dive” PR report from Distinctly
This can be a stable 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 experiences on outcomes throughout a number of channels, and all through all the gross sales funnel. Should you’re trying to report holistically in your PR efficiency, get inspiration from the full report right here.
Key Takeaway
Web page certainly one of your PR report doesn’t simply have to be reserved for efficiency overviews—embody subsequent steps straight away for time-pressed stakeholders who want essentially the most essential data up entrance. This can be a good tactic in case you’re creating experiences 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 good instance of a well-structured marketing campaign wrap-up.
It follows a logical and easy-to-read circulate, shifting by way of Marketing campaign Overview > Outcomes > Wider Influence > Subsequent Steps.
Excessive-level efficiency summaries, paired with the correct amount of context, make this report excellent for mid-level managers or shoppers.
For extra inspiration, take a look at the report in full right here.
Key Takeaway
Comply with a transparent construction that walks the recipient by way of the marketing campaign’s narrative, and use instruments like Canva to create visually pleasing experiences 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 a complete lot of context. As such, they are typically higher for inner groups, or shoppers preferring common updates and minimal hand holding.
Key Takeaway
Reside dashboards give inner groups and engaged shoppers insights to tweak campaigns in real-time.
Now you’ve seen some examples of actual PR experiences, right here’s the 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—follow key insights and proposals to maintain issues clear and actionable.
An important PR report doesn’t overwhelm the reader with data. As an alternative, it focuses on an important 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 website?
- How a lot further consciousness did we create with influencers?
- Did we efficiently flip consciousness into product gross sales?
A single-minded goal will hold you on observe.
Your viewers is an important factor to contemplate while 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 eat data?
Doing this may assist you create experiences that hold your shoppers coming again.
Totally different audiences might be interested by 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, however, will wish to see the top-level influence of your technique.
They’ll choose overarching PR KPIs like share of voice uplift throughout a variety of campaign-relevant phrases.
And even site-level share of voice uplift vs. opponents.
One of the best experiences don’t rely solely on numbers—they use charts, graphs, and visuals to inform a story.
Should you’re planning to deal with your PR experiences your self, Google Sheets or Docs are stable decisions, however they could be a bit limiting by way of design and suppleness.
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 desire a well-designed report that includes top-level summaries, rigorously curated stats, and efficiency headlines.
Purchasers often anticipate 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 inner groups (such as you) want stay, granular experiences, to iteratively evaluate 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 good instance. It offers you a stay overview of hyperlink and search efficiency based mostly in your Content material Portfolio (ie. your individual specified listing of URLs).
Right here’s what it appears to be like like:
Tip
Should you’re not sure the way to report on your shopper, ask them. They could 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 completely satisfied and retains your company on retainer. Plus, no time is actually wasted in case you repurpose these templates for different shoppers, and construct out your individual PR report library.
Your marketing campaign targets and your viewers are the 2 foremost issues that ought to decide your reporting cadence.
As an illustration, in case you’re reporting to the remainder of your crew, accomplish that on a stay and ongoing foundation.
However in case 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 hold you on observe.
One of the best PR experiences I’ve seen follow this unfastened method 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 happy to delete any elements 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’ll be able to customise on your campaigns…
Ongoing media protection template
This subsequent PR report template comes from Digital PR Lead, Alice Walker-Gibbons, from Embryo Digital.
Should you’re analyzing the influence of your ongoing media protection, this Google Sheets instance offers you 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 experiences into the next Major Owned Objectives:
- Quantity of hyperlinks
- High quality of hyperlinks
- Relevance of hyperlinks
- Area Score
- Belief Circulate
We additionally add within the share of voice and sentiment evaluation if these contribute to the shopper’s targets. We then cut up our experiences into Secondary Shared Objectives (SSGs):
- Key phrases/rankings
- Site visitors/periods
- Conversions
- Income progress
Primarily, we wish to analyze rating and key phrase modifications in keeping with hyperlinks acquired after which the influence on site visitors and periods. This could additionally tie again aim completions and any income pushed consequently.
Wrapping up
In terms of PR reporting, much less is commonly extra. Hold it clear, targeted, and tailor-made to your viewers’s wants.
Should you’re smart about it, your PR reporting is not going to solely show the influence of your onerous work, it’ll carry you repeat enterprise, greater budgets, and extra artistic management.
So, go forward and bookmark these examples for inspiration.