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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.

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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What AI summaries reveal about the value of media coverage

Media coverage has traditionally been evaluated through metrics such as outlet circulation or impressions as indicators of potential reach. However, as AI-generated search becomes more widely used and specialist publications with relatively modest readerships are cited, assumptions about which coverage creates the greatest long-term value may need to...
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Why impressions are falling when media coverage is rising – and what to measure instead

Newswire distribution can place a story on hundreds of websites within hours. That visibility still has clear uses, from disclosure obligations to discoverability. But as automated syndication and AI-generated content reshape the digital information landscape, communications teams may need to think more carefully about where their stories appear,...
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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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How can PR be data-driven when the data isn’t perfect?

Data is playing an increasingly central role in how PR is planned, evaluated, and justified. But in industrial B2B sectors, that data is often fragmented, indirect, or delayed. Understanding how to work with those constraints is what turns data from a reporting exercise into a decision-making tool....
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