One of the trickiest parts of public relations is proving ROI. It’s not always easy to show a direct line between media coverage and sales, even though we know that brand exposure leads to business growth.

When a friend recommends a book to me, I buy it. But the author and publisher don’t know that I bought it based on that word-of-mouth recommendation. Media coverage is kinda like that.

Measure it... or at least try to

But here’s the good news: Digital PR makes it way easier to showcase the results of your efforts. It can help people find your brand, build credibility, and turn casual browsers into loyal customers.

Still, how do we measure the impact? I’ve got a few tips that’ll help you prove your value.

1. Boost Your Domain Authority

You’ve probably heard this term thrown around a lot in SEO circles, but domain authority is super important in digital PR too. The higher your domain authority, the more your website is considered a reliable source by search engines.

And a big part of increasing this score is earning high-quality backlinks.

When you get featured on reputable websites, your domain authority will naturally rise—bringing more visibility and traffic. Moz’s Domain Authority is a good starting point for tracking your progress.

Pro Tip: If you’re consistently getting backlinks from strong sources, you’re doing it right. This helps you rank better, driving more organic traffic over time.

Also if you pay for any kind of coverage, including press release distribution or an article in the Forbes Coaches Council (don’t get me started), your link will be no-follow… so no SEO love.

2. Track Branded Search Lift

Ever notice that, as your brand becomes more recognized, people start searching for it by name? That’s what is called branded search lift and it’s a strong indicator that your digital PR efforts are paying off.

Head over to Google Analytics and track how often people search directly for your brand. As your digital PR campaigns ramp up, you should see those numbers climb. If people are specifically looking for you, they’re starting to trust and recognize your brand.

Pro Tip: Keep an eye on negative search trends too—like “scam” being attached to your brand name. It’s a good way to catch issues before they spiral.

3. Measure Share of Voice (SoV)

Want to know how you stack up against competitors? Share of voice (SoV) is your go-to metric. It helps measure how much of the online conversation is dominated by your brand versus others in the same niche.

I never used this, but I learned from Brandon Watts at Storyblok how he uses it.

He uses social listening tools to see where the brand is mentioned and compares it to competitors. If your share of voice is growing, you’re making waves!

Pro Tip: Take it one step further and analyze the sentiment behind those mentions. Are people excited, neutral, or negative about your brand? That can give you more insight into how your digital PR is being received.

4. Focus on Brand Awareness

At the end of the day, digital PR is about getting people familiar with your brand—creating those low-pressure, non-salesy touchpoints that build trust.

The more people know your brand, the more likely they are to consider you when they’re ready to buy. Track those interactions, and you’ll start seeing a clearer picture of how digital PR is contributing to long-term success.

Focusing on brand awareness is all about creating consistent, meaningful interactions that stick with your audience. Let’s go deeper on how to do this.

a. Collaborate with Influencers

Teaming up with influencers in your niche can quickly expose your brand to a larger audience. Choose influencers who align with your values and target demographic for authentic promotion.

How: Reach out to micro-influencers who have loyal followings in your industry. They often have a more engaged audience and are great for authentic brand mentions. (Yes, you will need to pay them.)

b. Earning Thought Leadership Media

Position yourself as an expert by contributing to industry blogs, podcasts or media outlets. This helps you get in front of a new audience while also building credibility for your brand.

How: Pitch articles to relevant industry blogs, podcasts, websites… or even your local chamber of commerce. Include useful, actionable advice to establish yourself as a go-to resource.

c. Social Media Contests or Giveaways

People love free stuff, and hosting a giveaway or contest is a fantastic way to increase your reach. The more people who enter and share, the more your brand gets exposure.

How: Run a contest on platforms like Instagram or Facebook, asking participants to tag friends or share your post to enter. Make sure the prize is relevant to your business to attract the right audience.

I just attended an event at the local Brightline and they are giving away tickets to Taylor Swift’s Eras Tour in Miami next month. They’re a great fit for the giveaway because people are going to ride the Taylor Swift themed train there and back.

d. Run Retargeting Ads

Sometimes people need multiple touchpoints before they remember your brand. Retargeting ads follow visitors around the web after they’ve already interacted with your site, keeping your brand top of mind.

How: Use Google Ads or social media platforms like Facebook to set up retargeting campaigns. Focus on users who visited your site but didn’t convert—these ads can nudge them back.

e. Engage on Social Media

It’s not just about posting; it’s about engaging. Commenting on industry discussions, replying to comments, and sharing user-generated content can amplify your brand’s presence.

How: Be active in relevant social media communities or groups. Don’t just push your own content—engage in conversations, offer advice, and share valuable insights. (This is harder than it sounds, so block out time in the calendar to focus on only this.)

f. Sponsor Local Events or Virtual Conferences

Sponsoring events or online summits can increase brand visibility and align you with causes or communities your audience cares about. It’s also a way to give back while raising awareness for your business.

How: Look for local events, webinars, or virtual conferences that align with your brand and consider sponsorship opportunities or offering branded freebies.

g. Create Shareable Content

Content that’s fun, insightful, or solves a problem is more likely to get shared. The more your content is shared, the more people will become familiar with your brand.

How: Focus on creating infographics, quizzes, and videos that are easily shareable. Think about what would catch your eye and make you want to share it.

For example, I plan on turning part of this post into a PDF to share on LinkedIn.

h. Referral and Affiliate Programs

Turn your loyal customers into brand advocates by incentivizing them to refer others. Referral programs can be a powerful tool for word-of-mouth marketing.

How: Offer discounts or exclusive perks for every customer referred to your business. Make the process easy and rewarding to encourage participation.

i. Consistency in Branding

Consistency in your messaging, logo, colors, and tone across all platforms creates a recognizable and memorable brand presence.

How: Ensure that your website, social media, email newsletters, and even your in-store branding (if applicable) all match. It’s the little details that make your brand stand out.

Remember, PR is a long game. Digital PR is even more measurable, but you need to look at multiple factors to show your value.

How I can help

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