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Measurement & Impact

Good communications measurement is about far more than producing impressive dashboards. The articles in this Engine Room section explore how industrial communicators can understand what their communications are really achieving – from reputation and media quality to AI visibility and business impact. Our focus isn’t simply on collecting more data, but on using evidence to make better communications decisions.

When does PR measurement look beyond attribution to prove communications value?

Communications creates value beyond the content it produces and the outcomes it can directly attribute. The challenge for marketing and communications leaders is showing the wider contribution and building a credible business case for continued investment....
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Are you using media monitoring to understand your market – or just your media coverage?

Industrial organisations invest significant time and money monitoring what the media says about their business. But the opportunity isn’t simply measuring your own visibility. It’s understanding what the wider conversation reveals about your customers, competitors, and the direction of your market....
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What should industrial brands actually measure when it comes to GEO?

As generative engine optimisation (GEO) gains momentum, a growing number of tools promise to measure brand visibility across ChatGPT, Gemini, AI Overviews, and other AI-powered search experiences. But visibility alone does not tell the full story. For industrial brands, the bigger challenge is understanding whether AI platforms are...
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The most valuable insight in your media coverage report isn’t the numbers

Large volumes of coverage and high impression numbers can mask important strategic signals. At key moments, looking more closely at how journalists frame and contextualise your stories can reveal how the market actually understands your brand — and where communication may need to work harder....
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Building your industrial PR measurement dashboard: 7 key areas to track

A long list of clips in trade publications is no longer a credible measure of success. The real work lies in translating activity into a compelling narrative of value for the C-suite. We break down the seven essential data points that form the foundation of a modern measurement...
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Barcelona Principles 4.0: Don’t just measure activities. Make the link to impact.

The global framework for communications measurement has been upgraded. For industrial comms leaders who need to prove C-suite value, here’s what the Barcelona Principles 4.0 mean and how to start implementing them with your agency partner....
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How media coverage reports fuel data-driven PR strategies

Coverage reports are part and parcel of an agency/client relationship but are so much more than a metric to show press engagement (and agency!) success. If written well, they can be a treasure trove of insights used to inform media strategy moving forward and help clients take a...
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