The clipping report is dead — how to speak of PR in business metrics
A report saying 100 articles ran means nothing to the board. Here is how to translate PR results into revenue, enterprise value and risk cost.
Many PR reports end at 'N articles this month, N won in advertising value equivalency'. But what management actually wants to know is different: so how did this help the business?
PR results become budget only when they are translated into business metrics. On the Hanssem project we led the successful launch of the flagship stores in Nonhyeon and Busan Centum; at GenuOne Sciences we connected communication strategy to a number — a sale at twice the valuation. Measure the change the exposure created, not the exposure itself.
That takes data. Change in search volume before and after a campaign, the positive-to-negative sentiment ratio, the penetration rate of the key message. AI analysis made that measurement possible, and a director's interpretation turns the numbers into strategy. Making PR an investment rather than a cost — that is the goal of intelligence PR.
- PROUD Score — ProudComm's diagnostic framework for brand visibility in AI. Five axes, 5 points each, 25 points total.
- Intelligence PR — a way of doing PR that combines AI's real-time analysis with the strategic judgment of HI (human intelligence).
- 3-Way PR — ProudComm's PR structure, binding Executive PR, Corporate PR and Marketing PR into a single strategy.