Ok. So what PR metrics matter?

Behind the scenes, changes in metrics are making a few PR pros nervous.

If you’ve looked at a PR media report lately and wondered why impressions may be lower than they were a few years ago, you’re not alone.

For years, earned media success was easy to explain: more placements, bigger publications, higher impressions meant the program was doing well.

Now? Earned media is changing by the day, and it’s our job to keep up with the pace while translating these shifts to our clients and brands.

The metrics toolbox is getting crowded.

Between AI-powered search, shifting publication models and KPIs, as well as changing audience behaviors, the metrics we’ve counted on for years don’t always tell the full story anymore, and that’s okay.

We have all typed something into google and received an ‘AI overview’. Search engines are increasingly answering questions before users ever click on an article, which means article readership is down across the board.

Google's AI Overviews, ChatGPT and other AI search experiences are changing how people discover information. Research from Pew found users are significantly less likely to click through to websites when an AI-generated summary appears, while multiple industry studies have reported declines in publisher referral traffic as AI search becomes more common.

And as there are more ways for people to arrive at their answer – your answer? – the need for what we do is becoming increasingly important.

Today's earned media isn't just influencing readers and consumers. It's influencing the AI systems that summarize, recommend and show companies and brands. A mention in a credible publication may now have value well beyond the article itself, helping establish authority across the digital ecosystem that AI tools rely on when generating answers.

That's why we're encouraging people to shift from asking, "How many impressions did we get?" to asking deeper questions:

• Were we featured in the publications our customers trust?
• Did we earn third-party credibility from respected industry voices?
• Is our brand consistently appearing in authoritative conversations online?
• Are we building the digital footprint AI search engines look for?

Those are the metrics that will matter a lot more as we progress through this newer landscape. Impressions still have a place in our reporting, and placements, of course, still matter. However, added context now matters even more.

Consider:

• A niche industry trade publication with the right audience can influence purchasing decisions more than a viral article read by people who will never become customers.
• A thoughtful bylined article can strengthen your expertise long after the initial publication date.
• A mention in a trusted publication may help your brand appear in future AI-generated answers, even if that value isn't reflected in a earned media impressions report.

Earned media isn't disappearing. Your opinion on what makes it successful, should.

PR reporting may look different than it did a few years ago. You may see lower impressions, changing publication reach or less total coverage. But those numbers alone don't tell the full story.

For brands, the takeaway is rather simple: let’s chase bigger impact. Prioritize quality media relationships, thought leadership and strategic placements that continue working long after the article is published. For those who do not have media relationships already, this landscape may be a bit rockier for brands and companies.

As PR pros, it’s our job to ensure companies and brands look beyond traditional metrics and understand what success looks like now in today’s media world. The brands that adapt now will be better positioned for AI-search experiences, credibility that will drive visibility, and better business results.

Is your PR strategy built to perform in today's environment? Check the form below or email me!