PR is often considered a nice-to-have as opposed to a vital service by business owners and marketers, and a common reason for this is because many question whether or not it has measurable business impact.

But, it does, you just have to know how to!

At Agent99 reporting on business impact is in our DNA, and in fact data helps guide our direction and strategies. While many PR agencies shy away from metrics, we embrace it and actually set clear KPI’s about how we want our efforts to move the brands business dial, and track it.

How, you might be thinking? Here are a few ways that we report on this:

  1. Brand awareness. There’s no doubt that brand awareness is a key reason many companies do PR, but how can this be measured? Hearing that people are talking about a campaign is great for anecdotal information, however there is also more metrics driven ways to measure this. For example, at Agent99 we regularly execute market research projects for content purposes, but this is also a solid way to track how many people are aware of your brand – and track this each project to ensure brand awareness is increasing.  
  2. Share of voice. Again, anecdotal comments are regularly used in reporting, however at Agent99 we track exactly what your key competitors are doing (both from an earned and paid media perspective) and can reflect how each brand compares. 
  3. Increase website traffic. Especially for brands that have numerous touch points driving people to the website (social media, ads, referrals, etc) it can be difficult to determine what website traffic spikes can be attributed to. At Agent99 we plug into our clients Google Analytics (as a read only version!) and through our media monitoring service we are able to track exactly how many people click through from our earned media article to the client’s website.

If you’re interested in hearing more about how we can help you elevate your brand, and track successes in a measurable way, get in touch with us today on

Agent Nic