45 PR objectives (with examples) and how to measure success

Key takeaways

Clear PR objectives focused on business outcomes turn communications into a strategic driver, not just a coverage exercise.
The most valuable PR campaigns don’t just report on activity, but measure what truly matters to your goals using the right KPIs.
This guide offers 45 examples of PR objectives and how to measure them, spanning growth, reputation, SEO, crisis management, and behaviour change.

Why objectives matter for every PR campaign

PR objectives are the foundation of any successful PR strategy. They define what you want to achieve, shape your plans, and make it possible to demonstrate your impact. Whether you are launching a new product, repositioning a brand, or driving organisational growth, your PR objectives should always connect directly to your broader business goals.

Without clear objectives and a way to measure them, even the most creative campaigns can struggle to show value. That’s why smart PR agencies and teams, at Definition and beyond, start with objectives, use KPIs to track progress, and report on results that truly matter.

Understanding PR KPIs and measurement

Setting clear PR objectives is only half the story. To prove results, you need to choose the right KPIs. Thes are outcome-focused metrics that map PR activity to business impact.

They go beyond counting press releases or media mentions – showing how your PR campaign affects awareness, engagement, reputation, leads, or sales.

For example:

If your PR objective is to grow share of voice, a valuable KPI might be the proportion of industry media mentions you earn.
If your objective is to attract new talent, measure changes in applications linked to your employer brand campaign.
KPIs make PR objectives meaningful, enabling you to refine future strategies and secure leadership buy-in.

45 examples of PR objectives (with measurement tips)

Growth, sales & customer outcomes

Launch a new product or service – measure increase in leads, sales, and brand awareness post-launch.
Drive product trials or demos – Track sign-ups or demo requests generated during the campaign.
Increase sales for core offering – Compare sales during and after the PR campaign to previous periods.
Boost customer retention and loyalty – Assess changes in repeat purchase rates and satisfaction scores.
Upsell or cross-sell to current customers – Measure growth in multi-product purchases attributed to PR-driven messaging.
Raise customer lifetime value – Track revenue per client before and after your PR efforts.
Generate qualified leads – attribute new lead sources to earned media or digital PR campaigns.
Reactivate lapsed customers – count lapsed users engaging again after a PR push.

Brand perception and positioning

Reposition your brand in the market – use perception and awareness studies conducted pre- and post-campaign.
Differentiate from competitors – assess competitive share of voice and unique message penetration.
Build recognition for a cause or message – survey targeted awareness and monitor social mentions.
Develop thought leadership – track expert commentary invitations and inbound speaking requests.
Shift public sentiment – monitor sentiment trends across earned media and social channels.
Overcome negative associations – Benchmark reputation recovery with audience surveys.

PR and SEO

Earn authoritative backlinks for SEO – count high-quality follow links from top-tier or industry-relevant publications.
Grow brand mentions in editorial content – use media monitoring to track non-linked brand quotations.
Improve search visibility for branded and target keywords – track rank and click-through rates in Google Search Console.
Increase referral traffic from PR placements – attribute web sessions or conversions to earned media.
Boost share of search versus key competitors – use third-party tools to monitor monthly search visibility improvement.

Community, culture, and engagement

Spark meaningful brand conversations – Track conversation volume, share of voice, and issue sentiment.
Support community initiatives – Count participation or partnership growth after campaign launch.
Build owned channel engagement – Measure social media followers, post interactions, and direct traffic growth.
Strengthen employee advocacy – Compare internal engagement statistics, Glassdoor reviews, or internal PR activation rates.
Attract new talent to your organisation – Monitor application spikes and offer acceptance rates linked to PR activity.
Drive alumni or past customer engagement – Track responses to alumni stories or newsletters.
Identify and activate brand ambassadors or superfans – Count user-generated content and advocacy-based social shares.

Events and industry influence

Increase event attendance or registrations – track ticket sales or sign-ups generated from PR coverage.
Secure independent product reviews – collect the number, quality, and sentiment of reviews published within the campaign period.
Strengthen relationships with analysts or key influencers – monitor inclusion in relevant industry reports or mentions in commentary.
Become a go-to expert commentator – measure inbound media requests and press invitations to share expertise.
Secure high-profile speaking or panel slots – track event invitations and resulting exposure.
Win industry awards or nominations – record submissions and recognitions attributable to PR activity.

Crisis management and corporate change

Mitigate a reputational crisis – monitor recovery in sentiment and tone before, during, and after crisis response.
Manage messaging on mergers, acquisitions, or restructures – measure message reach, clarity, and engagement quality.
Rebuild brand reputation post-crisis – benchmark improvement across sentiment, reach, and share of voice.
Demonstrate transparent leadership behaviour – track executive thought leadership coverage and mentions.

Public education and behaviour change

Educate target audiences on a key issue – use pre- and post-campaign surveys to measure understanding.
Reduce negative or risky behaviours – track behavioural indicators or industry datasets following a pr push.
Promote compliance or positive adoption among partners – monitor awareness and engagement from targeted stakeholder groups.
Inspire charitable action or donations – attribute campaign-driven donations or volunteer sign-ups.
Increase dwell time with educational content – track changes in website on-page time for resource-led pr content.

Visibility, presence, and authority

Grow share of voice within your sector – benchmark coverage frequency versus competitors.
Expand geographic reach – map coverage across new markets, regions, or demographics.
Embed key brand messages in media coverage – analyse the inclusion and prominence of core messages within earned media.
Grow volume and tone of online reviews – measure new positive reviews, overall star ratings, and review sentiment on trusted platforms.

Measuring what matters

In PR, focusing on quality over quantity pays off. Prioritise a handful of high-impact stories that truly reach your audience and influence perceptions or behaviour.

The most valuable PR objectives don’t just tally mentions – they show how communications contribute directly to strategic business goals.

How to measure PR effectiveness: three key tips

Align every PR objective to a defined business outcome.
Select a few high-quality KPIs for each objective.
Benchmark, measure, and refine your approach with each campaign.

PR measurement is a cycle – what you learn from one campaign should inform the next for continuous improvement.

The right tools for insight

Strong PR measurement requires good data. Platforms like Muck Rack and Onclusive help track coverage, sentiment, engagement, and reach, all in one view.

With the right tools, you can link results to objectives, adjust in real time, and demonstrate your value.

The Definition takeaway

The best PR strategies blend creativity and accountability. Setting clear objectives, rigorously measuring results, and applying the insight you gain turns communications into a true driver of business growth.

At Definition, we’re focused not just on activity, but on real, measurable impact, helping you understand what works and why, campaign after campaign.

If you’re interested in learning more about using PR to achieve your business objectives, get in touch.

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