The scoreboard, and what is not on it. The hard targets, how often each is actually
looked at, and the quiet signals that never reach a dashboard.
Share of Voice (SOV)
Our brand's percentage of media conversation compared to our top three direct competitors.
Target · Increase SOV by 5% annually against key competitors. In Q2, our brand accounted for 28% of media mentions in our sector, up from 25% in Q1, while competitor A dropped from 30% to 27%. That's a win.
Tier-1 Media Placements
Number of pieces of coverage secured in top-tier, globally recognised media outlets (e.g., BBC, Bloomberg, The Wall Street Journal).
Target · Secure 3-5 Tier-1 placements per major global announcement or campaign. For the Q3 product launch, we landed feature stories in The Guardian, TechCrunch, and Reuters, hitting our target for high-impact coverage.
Website Referral Traffic from Earned Media
The percentage increase in traffic to our website that can be directly attributed to links or mentions in earned media.
Target · Demonstrate a 15% year-over-year increase in referral traffic from earned media. After a major feature in Wired, we saw a 20% spike in direct referrals to our product page for that month, contributing to a 16% YOY increase overall.
Crisis Resolution Time & Impact
The speed at which potential reputational crises are identified, addressed, and neutralised, measured by the time from identification to resolution and the absence of significant negative business impact.
Target · Successfully mitigate 100% of identified Tier-1 crisis situations with no significant negative impact on stock price or brand reputation scores. When that social media storm hit in April, we had a holding statement out in 2 hours, a full response within 12, and public sentiment was back to normal within 48 hours, with no measurable hit to sales or share price.
Team Member Development & Retention
The growth and retention of your direct reports, measured by their progression, skill acquisition, and overall satisfaction.
Target · Achieve an average of 80% on internal team satisfaction surveys and see at least one direct report promoted or take on significantly expanded responsibilities annually. Sarah, your Senior PR Specialist, was promoted to Lead after you mentored her through two successful global campaigns, and the team's feedback on your leadership was consistently high.
Message Pull-Through & Consistency
How accurately and consistently our key messages are reflected in media coverage across different markets and campaigns.
- Regular analysis of media coverage showing a high percentage (e.g., 75%+) of our core messages appearing. Feedback from regional teams confirming consistent messaging. Spokespeople consistently using approved talking points in interviews. Frankly, if journalists are quoting our exact phrases, you're doing well.
Strategic Counsel & Executive Trust
Your ability to provide proactive, valuable PR counsel to senior leadership and be seen as a trusted advisor on reputational matters.
- Being brought into strategic planning meetings early on, even before formal announcements. Executives seeking your direct input on sensitive communications. Your recommendations being adopted without significant pushback. The CEO asking 'What does [Your Name] think about this?' is a good sign.
Quality of Media Relationships
The depth and authenticity of relationships your team (and you) build with key journalists and influencers, moving beyond transactional pitching.
- Journalists proactively reaching out to us for comments or stories. Exclusive opportunities offered to us first. Positive feedback from media contacts about our responsiveness and value. Your team getting invited to industry events by journalists, not just pitching them.
Team Leadership & Empowerment
How effectively you lead, mentor, and empower your PR team to deliver high-quality work and grow their careers.
- Your direct reports taking on more complex tasks independently. Positive feedback in 360-degree reviews about your coaching and support. Low team turnover compared to industry averages. Your team feeling confident to make decisions and bring solutions, not just problems.
Operational Efficiency & Workflow Design
The effectiveness of the PR processes and workflows you've designed and implemented to ensure smooth, timely, and compliant execution of global campaigns.
- Campaigns consistently launched on time and within budget. Reduced errors in press releases or media lists. Positive feedback from internal stakeholders (e.g., Legal, Product) on the clarity and efficiency of the approval process. Fewer last-minute scrambles for approvals.
