Create Meaningful Reports for PR Clients

The Results You Should be Sharing

TORONTO, Sept. 16, 2016 /CNW/ - Measuring the true impact of PR activities remains an inexact science. However, the availability of PR and Social metrics has allowed public relations professionals to better report PR victories and successes to their clients.

This availability of data can often leave PR pros in a numbers trap; lots of data to create great charts and graphs but often devoid of meaning. These results need to be aligned with business objectives.

This whitepaper from CNW, looks at how companies, and in particular PR agencies, can move beyond these PR metrics and report on real outcomes that actually matter to clients. The number of Twitter impressions or video views received, while still victories, do not reflect how these activities contributed to the bottom line.

Defining the metrics that are important to your client and reporting on these, along with analysis and insights, will give your client the most value from the report.

CNW examines some of the foundations to creating reports that are more meaningful to clients. These include:

  1. Client discovery lays the groundwork
    Understand and use the metrics that are important to your client.
  2. Outcomes trump outputs
    Report how PR efforts quantifiably changed the behaviour in your client's customer base.
  3. Quality trumps Quantity
    Clients are looking for qualified leads.  Reports need to reflect how PR activities captured quality leads.
  4. Defining  leads and conversions
    Define outcomes with your clients and then measure in those terms.
  5. Attribution Matters
    Appraise your efforts fairly. Were leads really driven by your PR campaign? Or is that new advertisement that aired responsible for the bump in sales.

For a detailed look at each of these areas, simply download our whitepaper Avoid the Numbers Trap & Give Your Clients Meaningful Reports. 

About CNW Group
CNW Group Ltd. (a Cision company) gets people talking about our clients online and in the news. We deliver authenticated news releases and multimedia content in the right way and to the right places in order to fulfill disclosure requirements and maximize exposure, engagement and earned media opportunities. CNW also provides professional video, photography and webcast production, translation, regulatory filing and printing services as well as monitoring and measurement platforms.

About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution, and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and over 40 languages worldwide, and maintains offices in North America, Europe, Asia, South America and Australia. For more information, visit or follow @Cision on Twitter.


Image with caption: "Create meaningful reports for PR clients (CNW Group/CNW Group Ltd.)". Image available at:

For further information: Melissa Meyer, Communications Assistant,

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