I stole this blog title from my pencil.
Yes, I’m one of those millennials who still takes notes on paper now and again! But ironically, as I was scribbling ideas for this, I realised I was using a pencil with the words YOU ARE VALUABLE inscribed on it. It was gifted to me by a lovely long-standing colleague.
The message feels particularly timely as I have been thinking about a recent webinar I joined, hosted by CIPR and led by Richard Bagnall, Chair of AMEC, on Mastering PR Measurement. Whilst I’ve always taken a strategic approach to planning my work – linking every comms project or piece of work to a broader organisational goal – I’ve too often measured success using platform metrics. Engagements, reach, impressions… things that measure the outputs. As Richard pointed out, these are the figures we use to show we’re “doing stuff.”
But these metrics alone don’t show value. I don’t just want to show our clients that “this went well”, I want to show that “this made a difference”.
What are we really measuring?
Richard introduced the AMEC Integrated Evaluation Framework, which considers several key stages in order to effectively measure comms, including:
- Objectives: What the organisation wants to achieve.
- Inputs: The information, budgets and resources needed.
- Activities: What we create (press releases, social content, campaigns).
- Outputs: The number of clicks, shares, engagements, visitors, potential readers.
- Outtakes: What our audience thinks or feels as a result.
- Outcomes: What they actually do afterwards – change behaviour, take action, buy “the thing”.
- Impact: The impact on the organisational objectives (think improved reputation, increase in sales, increased share of market)
Nine times out of ten, we’re only reporting on the outputs. But what matters to the boardroom, and to the bottom line, is the outcomes.
So, what does PR value look like?
According to Prowly’s State of PR Technology Report 2024, 88% of PR clients believe PR has a significant impact on the bottom line. I’ve reflected on a few examples of our work to demonstrate where we can really showcase this value.
Awards: More than a trophy on the mantelpiece
We have written numerous award-winning submissions on behalf of clients, and the benefits go far beyond the initial on-stage spotlight. Awards are actually serious long-term business assets.
They provide independent endorsement. They build trust. And they carry weight in competitive contract bids. All of which leads to new business, new partnerships and, ultimately, business growth.
Of course, awards are only worth entering if you have a strong case, but many organisations do and just don’t realise it. We’re well-versed in bringing the story alive on the page, drawing out the impact and spark that judges are looking for. In fact, our managing partner has even sat on judging panels, so we know what makes a submission stand out!
Social impact: A business imperative
Social value isn’t just a nice sentiment – it’s now a highly scrutinised business measure. In public sector procurement, it accounts for a minimum 10% (and sometimes 30%+) weighting. Social Value Portal also estimates you can double your chance of winning a bid by demonstrating social value.
This is where we, as PRs, can show our value too. We have worked with clients to develop social impact reports that combine meaningful data, compelling case studies, and thoughtful storytelling to showcase how an organisation is making a difference.
This has helped our clients win tenders, attract investment, recruit new talent, and retain strong stakeholder relationships.
It’s not just good PR – it’s good business.
White papers: Where knowledge = trust, and trust = business
At TWI, we love getting stuck into producing white papers. It’s our job to showcase our clients’ knowledge and deep understanding of their customers’ pain points.
White papers are a slow burn. They don’t go viral. But in niche industries, they land on the right desks. And they achieve that all important “dwell time” that other mediums can’t match.
In fact, one of our white papers helped position a tech client as a leading voice in their field. It didn’t just boost company visibility; it led to direct business leads and invitations to partner on industry panels.
Credibility is a superpower of PR. And credibility converts.
Media coverage: Earned trust is earned business
Even after being a PR for 16 years, there’s nothing quite like seeing a client’s work land in a reputable publication.
Earned media coverage isn’t just about the story; it’s about third-party validation. Whether it’s a CEO’s op-ed (opinion piece) in an industry magazine or a news announcement picked up by national press, the readership trusts that the story is worthy of a read. This can go an awfully long way within a digital market that is oversaturated with company-own content.
Whilst we might report on circulation stats and advertising value equivalent (AVE), what we also need to demonstrate is that:
- This has gained the trust of your target audience (the outtake), and
- This has contributed to your increase in enquiries OR encouraged conversations with potential partners OR been shared by a prospective client (the outcomes).
Business development: Because we know the industry inside out
Business development isn’t usually cited in a PR’s job spec, but the value PRs bring to this department shouldn’t go unnoticed.
We are naturally tuned in to industry updates, and with that comes a sixth sense for business opportunities. I once worked for a social work company and noticed the overwhelming negativity in media coverage of the profession, but I knew there was another side to it. So I utilised the company’s 30,000+ database to spearhead a quarterly magazine that celebrated social work. We shared best practice and featured frontline staff, service users and even central government ministers. This positioned the company as a genuine partner to the profession and opened doors to multiple business opportunities.
From now on, I’m showing my value – not just hoping it’s seen
I’ve been lucky. Most of the organisations and people I’ve worked with have recognised the value of what I do. Maybe that’s why I’ve got away with not measuring it quite so rigorously until now.
But Richard’s session was a timely reminder that showing your value isn’t just about recognition, it’s about amplifying your work – and who knows where that might take you next.
So from here on in, I’m integrating better evaluation frameworks into my work, starting with the AMEC Integrated Evaluation Framework (a fantastic tool – and free).
Our work makes a difference. Let’s show exactly how.
Right, I’m off to sharpen my pencil 😉
If you’re looking for PR that drives real business results, let’s chat about what that could look like for you.
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