The 5 Most Important PR Reports to Improve Your ROI!

The job of PR software – like aclipp – is to support you in your PR work by helping you create relevant PR reports within seconds. However, your job is to extract, interpret, and present the data from PR reporting in meaningful reports.

PR reports demonstrate to management or your clients that your work, which can range from collaborating with influencers and developing a social media strategy to sending press releases, contributes to the company's success. Additionally, PR reports prove that the PR measures taken contribute to the ROI.

You can increase your ROI with the right PR reports and measure your PR efforts accordingly. By combining the following reports, you can continuously measure your PR.

Monthly Reports

Monthly reports are usually addressed to executives or their superiors. They help you ensure that your results are heading in the right direction. Additionally, monthly reports ideally show that your efforts are leading to the desired positive trend. If a campaign exceeds your expectations, you can take the opportunity to reallocate resources to focus on what works well. If a PR measure does not perform as well as hoped, you can make adjustments, discontinue it, or try something entirely new to counter the trend.

Quarterly Reports

Quarterly reports are mainly addressed to senior directors, communication managers, or the CMO. Unlike monthly reports, quarterly reports not only present PR trends but also explain and justify them, detailing their business benefits. PR campaigns can sometimes directly link the invested euros to revenues. For example, placing links leading to landing pages can generate sales.

Annual Reports

These types of reports are directed at CMOs, CEOs, boards, or investors, as at the end of each fiscal year, management makes budget decisions for the following year. Annual reports serve to summarize and highlight successes. The high relevance can be used as an argument for additional tools, resources, and campaign budgets. Alternatively, you can define a clear vision of how existing measures can turn current resources into revenue.

Campaign Reports

Campaign reports are usually addressed to executives and their superiors. Each campaign should always be launched with a specific goal, such as introducing a new product or entering a new market. It is crucial that PR success in campaign reports is always measured by achieving the corresponding objectives.

Crisis Reports

Depending on the type and course of crises, the recipients of crisis reports vary. These can be superiors or board members, for example. In this type of report, it is crucial to focus on the opportunities that the crisis brings rather than just the negative aspects. Due to the crisis, it is more important than ever that you, as a company, stand by your CSR measures and corporate culture and do not deviate from them. Using real-time dashboards is highly important at this point to stay informed about current events and keep important stakeholders updated.

No matter what type of PR reporting it is - it is important that it contains a clear and concise summary of all activities and provides insights into the development of your PR measures. The value of your work should be presented at a glance. Benchmarks can be particularly helpful in creating quarterly and annual reports, as they allow you to compare yourself with both the competition and your own performance from previous periods.

With aclipp, you can create all these different reports largely automatically. The clippings are even linked to the KPIs you choose with the push of a button. Benchmarks and competitive analyses are also no problem with aclipp and are automatically created by the software for you.

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Feel free to contact us if you have any questions or if we can support you with your reporting! 😊

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Samantha Ruf

Social Media Manager

As Social Media Manager at aclipp, Samantha was responsible for the strategic communication of aclipp in social networks.