What’s the goal of your media relations efforts, and how can you ensure

you’re meeting those goals? In this section, we’ll help you find those answers.

If you want to be successful in PR, then you must understand the importance of tracking, measuring and reporting the results of your media relations efforts. It proves your brand's value to to your company, clients and other stakeholders. Keeping a list of your accomplishments is a great start, but you should also create OKRs.

OKRs stand for objectives and key results. This is a strategic goal-setting method

used by companies, teams and individuals in many industries.

OKRs allow you to set measurable and challenging (yet realistic!) goals, then track

and measure the progress along the way.

According to the 2023 State of PR, measuring business results is a top

challenge when undertaking PR initiatives. That’s why, in the PR world, OKRs are especially impactful. On a team level, OKRs ensure everyone is aligned around clear

objectives. By tracking the measurable results, teams can show off their value

to the company.

An objective is simply what you aim to accomplish—your overarching goal.

When brainstorming objectives, aim to create no more than five at a time.

You want to keep your efforts focused.

Objectives should be:

• Concrete

• Action-oriented

• Aspirational

Under each objective, list three to five key results. These are benchmarks you’ll

need to meet in order to achieve the objective.

Key results should be:

• Specific

• Time-bound (think: month, quarter, year)

• Ambitious but realistic

• Measurable

• Verifiable

OKRs can be written as statements. For instance, “I will [objective] by [key results].”

Or, you can write them in the following format.

Example

Objective: Position company as innovative, socially responsible newcomer (key

brand messages) in the industry.

Key results:

• Reach 10 new journalists (contacts) in the space within 8 weeks (time period).

• Secure 1 piece of press coverage (placements) per month (periodicity)

• Produce 2 thought leadership pieces (placements) in 12 months (time period)

in top-ranking industry publications.

• Secure 2 high-ranking SEO articles with X key terms by March (time period).

You’ll notice the objective is concrete. The key results support the objective.

Again, they’re specific, time-bound, measurable and verifiable. When determining

the specifics, remember to set challenging goals that are also achievable.