PR impact measurement and KPIs framework



Public relations has evolved at an extremely rapid pace over the past decade, and with that evolution must come a comprehensive and effective way of measuring its value. In the past, the value of PR was often compared to advertising. Many organizations measured their PR effort with Advertising Value Equivalents (AVEs)-or didn't measure it at all. The PR industry has since done away with AVEs and moved toward sophisticated and strategic measurement practices. As we work to help drive change in our industry, we've put together this measurement guidebook outlining the latest Principles of PR Measurement guidebook outlining the latest Principles of PR Measurement. Guidebook outlining the latest Principles of PR Measurement Been adopted by hundreds of companies around the world


Critically evaluate a wide range of public relations theories, concepts and practice
Locate public relations theory and practice in wider academic and social contexts
Evaluate the impact of public relations on their own organisation/clients and wider contexts
Apply a range of public relations concepts to their workplace and the sectors they operate in
 Be able to create Key Performance Indicators which are specific, meaningful and focus on outcomes and results, not output in public relation
Gain a detailed understanding of the four core elements of business performance (Revenue, Costs, Customer Satisfaction & Employee Engagement) and how they come together in a value chain to drive positive performance
Build confidence in creating PR specific KPIs and presenting results simply, clearly and effectively
Develop their understanding of business cycles and patterns in performance which can help us plan and prepare for change in our business

Training Methodology


Project management knowledge, skills, tools and techniques are taught through case studies, experiential exercises and practical examples that can used immediately to improve your project results.

This interactive training course includes the following training methodologies as a percentage of the total tuition hours:

  • 30% Lectures, Concepts, Role Play
  • 30% Workshops & Work Presentations, Techniques
  • 20% Based on Case Studies & Practical Exercises
  • 20% Videos, Software & General Discussions

Pre and Post Test

Who Should Attend?

This training seminar has been designed for PR practitioners / professionals and for senior professionals elsewhere in the organisation who want to use PR / communications tools to best effect in meeting business objectives.

This training seminar is relevant to anyone likely to have responsibility for the delivery of PR Campaigns for their organisation but is relatively new to the concepts and practicalities of this facet of corporate communications.

Middle and senior managers tasked with the direct delivery of campaigns or oversight of specialist sub-contractors

Senior operational managers with responsibility for managing teams whose role includes PR Campaigns

Senior managers up to Board level with responsibility for the strategic use of Public Relations



  • Measuring PR effectiveness
    Purpose of evaluation (output, outcome)
    Evaluating (process and goals)
    Matching objectives and results
    Measurement (production, exposure)
    Weaknesses of the traditional approach
    Measurement techniques
    Planning and managing PR campaigns
    Measuring and evaluating PR



  • Stakeholder engagement
    Practical public affairs

Reputation management

business goals

The underlying theory of generating business goals



  • Establishing KPIs
    Introduction To The World Of KPIs
    The Pillars Of KPI Architecture KPI Selection
    What is a Key Performance Indicator (KPI)
    How to write a SMART indicator of performance
    The difference between output and outcomes
    How to present data in a simple, effective way
    The importance of measure, do, measure
    How to produce performance reports which are reliable, valid, consistent and meaningful
    Common mistakes in KPI reporting
    About the value chain and relationships between employee engagement, customer satisfaction and financial performance

    DAY 4


  • Deploying KPIs to generate value
    KPI Management Enablers: Software, Hardware, Communication And Culture
    Generating Value From Using KPIs
    Measuring PR impact With KPIs
    The role of financial PR and investor relations

          The role of communications in financial markets and key nodes of influence in circulation of financial information



  • The financial calendar
    Announcements by publicly quoted organisations

Development of financial PR programmes

Financial PR and the social media

Critical evaluation of the financial PR function

Contribution of PR to market transparency

          Financial PR within a corporate communications framework.





  • 08:30 – 10:15 First Session
  • 10:15 – 10:30 Coffee Break
  • 10:30 – 12:15 Second Session
  • 12:15 – 12:30 Coffee Break
  • 12:30 – 14:00 Third Session
  • 14:00 – 15:00 Lunch



The Fee for the seminar, including instruction materials, documentation, lunch, coffee/tea breaks & snack :