“Is our PR investment working?” It’s the question every board member, investor or CEO wants answered. Too often, agencies serve up reports full of vanity metrics that look impressive but don’t really tell you much. At Midnight, we do it differently.
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We make PR measurement simple, clear and useful. From day one we agree the KPIs that matter to your business, then we report back in a way that makes sense to you – and to your stakeholders. So, when you’re asked if PR is delivering, you can confidently say “yes”.
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”Midnight are very accountable, with a clear focus on KPIs and results, and regular and transparent reporting.
Carol RheadMarketing & Insight Director, Compass B&I
Quick answer
We measure PR against the business outcomes that matter most. That means looking beyond coverage counts and tracking things like share of voice, backlinks, engagement, awards and sentiment.
The result isa clear report you can share internally, proof of ROI and a strategy that keeps getting better.
What is B2B PR measurement & evaluation?
B2B PR measurement and evaluation is about understanding not just what we did, but what difference it made. It’s moving beyond press cuttings and clip counts to show how campaigns support your business objectives – whether that’s raising awareness, driving enquiries, boosting SEO or building trust.
We use frameworks like the Barcelona Principles to guide our approach, but every report is tailored. No two clients are the same, so no two reports should be either.
Who it’s for
- Businesses that want clarity and transparency from their PR agency
- Marketing and comms leaders who need to prove ROI to boards or stakeholders
- B2B brands that want PR metrics aligned with wider marketing and business goals
- Companies tired of “fluffy” reports that don’t show real impact
- Teams that want to keep refining and improving campaigns based on evidence
Results you can expect
- Bespoke reporting that answers “is it working?” in plain English
- Agreed KPIs that reflect your goals from the start
- Clarity and confidence when sharing PR results with your stakeholders
- Insight into what’s working – and what we can tweak to improve further
- Data that links PR to tangible business outcomes
”Midnight PR’s campaign has played a significant role in driving consumers to our website and, ultimately, business growth. Their inventive and effective approach achieved impressive results for us.
Kevin ByrneFormer Owner, Checkatrade.com
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Kick-off
Tracking
Analysis
Reporting
Review
Adjustment
What to expect
What to expect (our process)
1. Kick-off
We agree KPIs and objectives upfront, tailored to your business strategy.
2. Tracking
We monitor coverage, mentions, backlinks and other agreed metrics in real time.
3. Analysis
We assess quantity as well as quality – are the right messages landing with the right audiences?
4. Reporting
We share clear, jargon-free reports designed to be passed straight to your stakeholders.
5. Review
We walk you through the results and agree where to double down or adjust.
6. Refinement
We use the data to sharpen campaigns, so results keep improving.
What we measure as standard
- Brand mentions / citations
- Domain authority (influence) of online media outlets
- Number of items of press coverage (and their relevance to you)
- Coverage in top-tier media
- Potential reach (circulation / unique users)
- Number and percentage of backlinks
- Outputs against agreed deliverables
- Awards entered, shortlisted and won
Case study
Sky Sports Living for Sport
Our evaluation of this national schools initiative showed a direct link between PR activity and sign-ups. The campaign delivered a significant uplift in traffic across the website and social channels – and won us a CIPR Gold Award for Best Planning, Measurement and Evaluation.
Certified B Corp
As a certified B Corp, we believe transparency is non-negotiable. That means being honest about what’s working, clear about what isn’t and always striving to improve.
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Find out more here in our blog about the seven ways digital PR drives financial performance.
Click here for our blog about measuring the impact of digital PR campaigns
PR measurement FAQs
Why is PR measurement so important?
Because without it, you can’t prove ROI or learn what’s working. Measurement gives clarity, confidence and direction.
What framework do you use?
We follow the Barcelona Principles where possible – and adapt them to each client so the metrics always fit your goals.
Can you link PR to business performance?
Yes. We go beyond outputs to look at outcomes like traffic, enquiries, trust signals and even sales influence.
Do you benchmark against competitors?
Yes. We often track share of voice and sentiment in comparison to your key competitors so you can see where you stand.
Do you use AVEs?
No. Advertising Value Equivalent was discredited by the PR industry many years ago and we haven’t used it as a measurement metric at Midnight for a very long time.
How often will I see reports?
We’ll agree a schedule that works for you – monthly, quarterly or campaign-based. And we’ll make them simple enough to share internally without needing a decoder. We use Coverage Book for our reporting – the industry leading reporting tool, which makes it simple to share with your stakeholders and get them engaged in the campaign.
