Should PR Be Measured by Sales? How to Measure the True Value of PR

PR: Sales Metrics or Vanity KPIs?

Public relations has traditionally been seen as the softer, more strategic side of communications. It’s about reputation, relationships, and reach. But when you break it down, PR ultimately needs to deliver results that businesses care about. And often, those results come down to the bottom line: sales. Yet, according to the Prowly report, just 19% of PR professionals use sales as a measure of success. Even fewer tie it to the company’s overall turnover.

But why is that?

There’s a tension between traditional PR metrics and the more concrete data businesses crave. It’s easy to get caught up in the “number of clippings” or “media hits” because they’re easy to track and show some form of immediate impact. However, those numbers are often just that: numbers. They don’t necessarily translate to meaningful business outcomes, and that’s where the debate begins.

The Problem with Vanity Metrics

Vanity metrics like media clippings, mentions, and share of voice have dominated PR reporting for years. They’re easy to present and make you feel good about your efforts. Who wouldn’t want to boast about reaching millions of people or securing prime media coverage?

But here’s the hard truth: unless those numbers are moving the needle on your company’s objectives, they’re meaningless. Share of voice might tell you how much media coverage you’re getting compared to your competitors, but it doesn’t tell you if that coverage is driving sales, building loyalty, or changing perceptions.

PR has traditionally been about influence. You influence opinions, attitudes, and public sentiment. But influence alone doesn’t pay the bills. The C-suite wants to know how those mentions in The Guardian or The Times contribute to the bottom line.

Should PR Be Measured by Sales?

This is where things get tricky. Many PR professionals will argue that sales shouldn’t be the primary measure of PR success. And to some extent, they’re right. PR is about building long-term relationships, managing reputations, and shaping narratives. It’s often about the bigger picture, rather than immediate results. You can’t always expect a direct line from a media placement to a sale.

But here’s the rub: businesses do need to see value. They need to know their investment in PR is delivering a return. If PR can’t tie its efforts to tangible business outcomes, it risks being sidelined as irrelevant. Worse, it risks being cut when budgets tighten.

Finding the Middle Ground: PR and Sales Working Together

There’s a middle ground to be found. PR doesn’t need to be solely measured by sales, but it does need to be part of the conversation. By aligning PR strategies with sales objectives, PR professionals can provide more value to the business. This doesn’t mean turning PR into a sales machine, but rather ensuring that PR efforts contribute to broader business goals.

Let’s take a look at how this could work in practice:

• Targeted Media Outreach: Rather than chasing every possible media mention, focus on outlets that align with your target audience. If your company is selling a high-end consumer product, getting coverage in Vogue or GQ might be more valuable than a mention in a trade magazine. Align your PR efforts with where your potential customers are.

• Product-Centric Campaigns: If you’re launching a new product, tie your PR strategy closely to the product’s sales goals. Work with the sales and marketing teams to create a campaign that not only generates buzz but also drives conversions. This could involve offering exclusive media previews, coordinating with influencers, or even including a sales-driven CTA in your press releases.

• Data-Driven Insights: Use data to track how PR efforts are influencing the buyer’s journey. Are potential customers searching for your brand after a media hit? Are you seeing an increase in website traffic or product enquiries after a major PR campaign? These indicators can help tie your PR efforts to sales without relying solely on vanity metrics.

• Collaborate with Sales Teams: PR and sales teams don’t always work closely, but they should. By sharing insights and aligning their objectives, both teams can benefit. Sales teams can use positive media coverage as a tool to build credibility with prospects, while PR teams can gain a better understanding of what messaging resonates with potential buyers.

Moving Beyond Clippings: What PR Metrics Should You Be Using?

If vanity metrics aren’t cutting it, what should you be measuring? The key is to focus on metrics that show tangible business impact. Here are a few alternatives:

• Brand Awareness: How well-known is your brand among your target audience? This can be measured through surveys, social media sentiment analysis, or even organic search traffic. Awareness is often the first step in the buyer’s journey, so tracking it can give you insights into how well your PR efforts are performing.

• Lead Generation: Are your PR campaigns generating leads? This is especially relevant for B2B companies where a well-placed article or media mention can result in new business opportunities. Track how many leads are coming in after a big PR push and whether those leads are converting into sales.

• Customer Lifetime Value (CLV): PR can play a role in building long-term customer relationships. If your PR efforts are helping to boost brand loyalty or improve customer retention, you should see an increase in CLV over time.

• Reputation and Sentiment: PR is about more than just sales; it’s about managing and improving your company’s reputation. Tracking sentiment—whether through media coverage, social media, or customer feedback—can give you valuable insights into how your brand is perceived.

• Employee Advocacy and Internal PR: Don’t forget that PR isn’t just about external audiences. Internal communications and employee advocacy can play a big role in building a strong company culture. If employees are proud to work for your company and actively promote it, that’s a sign your internal PR efforts are paying off.

Case Study: When PR Drives Sales

To bring this all together, let’s look at a case study.

A mid-sized consumer electronics company was preparing to launch a new product: a smart speaker aimed at audiophiles. The PR team worked closely with the sales and marketing teams to align their efforts. Rather than focusing on blanket media coverage, they targeted high-end tech and lifestyle publications that catered to their specific audience.

The result? Not only did they secure glowing reviews from key influencers and journalists, but they also saw a direct impact on sales. In the month following the media blitz, sales of the smart speaker increased by 35%. By aligning their PR efforts with the company’s sales goals, the PR team was able to demonstrate clear value.

Final Thoughts: Balancing PR’s Purpose with Business Impact

PR shouldn’t be reduced to a sales metric. Its value goes beyond immediate revenue. However, in a world where every department is expected to prove its worth, PR can’t afford to rely on vanity metrics alone. By aligning PR efforts with broader business goals—whether that’s brand awareness, lead generation, or customer retention—PR professionals can ensure they remain an integral part of the business strategy.

At the end of the day, it’s about showing how PR supports the company’s objectives. That might be through sales, but it could just as easily be through building long-term brand loyalty or establishing thought leadership in the industry. The key is to measure what matters and tie it back to the bigger picture.