PR Report: How to Write, Template & Example [2025]

PR professionals need a simple way to check the results of their work. Take Apple’s iPhone 17 launch as an example. Within days of the September event, it generated 13.6k mentions and 444M reach, peaking at over 210M on launch day alone. Sentiment held steady at 21% positive and only 4% negative, aligning with Apple’s overall brand perception.

This is exactly the type of data PR reports should surface: not just how much buzz there was, but where it came from, what tone it carried, and how it compared to the bigger brand picture.

Without monitoring and structured PR reporting, insights like these would be nearly impossible to capture.

• Are the numbers growing?
• Is your work affecting the company’s bottom line?

This information is crucial for your CEO, CMO, and other PR pros you work with.

In this post, I will guide you through the PR report world.

Hopefully, by the end of this read, you will be able to prepare an informative PR report that takes your communications efforts to the next level.

What is a PR report?

A Informe de relaciones públicas is a document that sums up your public relations efforts.

A well-done PR report will help you make more insightful business decisions and present your results to the C-level.

It’s essential to make PR reports at regular intervals so you always have a clear overview of your situation and how it changes.

What are the types of PR reports?

The type of reports and the way you create them depend on the target audience and your media coverage. 

Managers or clients need a different type of PR report than the board of directors or investors.

Yes, monthly and quarterly reports are the most popular, but there are more kinds!

Perhaps a different type would be suitable for you?

Check the list below to find the best PR reports for you.

Here’s a list:

01 Informes mensuales

Monthly PR reports will give you a general overview of the current situation of your brand.

What are the benefits of reporting often?

• You can examine the effects of your work on the spot and your current media coverage, then adjust your activities accordingly.
• You can also reallocate your resources to the plan that brings the desired results.

🔎 Who will benefit from monthly reports?

It’s a great PR report for all professionals who need to report to a supervisor or manager.

02 Informes trimestrales

If the monthly report is a test, then the quarterly PR report is your end score. Quarterly reports will help you defend your results and tailor the overall PR strategy.

• You will be able to pinpoint the correlation between the dollars spent on your PR campaign and specific business outcomes, as well as the impact of press releases.
• Even if you engage in activities that don’t directly link to sales, you can explain the benefits to the brand you manage and check whether the media coverage aligns with the plan.

🔎 Who will benefit from reporting quarterly?

Quarterly reports are the ones your VP, CMO, or Senior PR professionals will require, but you (PR manager) will also likely use them, as they show how you’re doing.

PR reports are usually shared with stakeholders who are invested in PR efforts.

03 Informes anuales

Annual reports are one of the most important PR reports you have to prepare. Why?

• Your boss will make budget decisions based on the data you include in the annual report.
• Annual PR reports summarize a year’s PR activities and performance metrics.
• If you require additional funds for tools, new team members, increased media coverage, or other resources – you can specify this in the annual report.

Don’t forget to mention the PR strategy and the expected outcome of the spending.

🔎 Who will benefit from the annual report?

Los informes anuales de relaciones públicas contienen información importante para los directores generales, el consejo de administración o los inversores.

They show the current PR performance, summarize collabs with media outlets, and include media monitoring stats.

04 Informe de la campaña de relaciones públicas

Before you launch a public relations campaign, you need to create reports to define your goals.

• Your campaign report will state whether you achieved your goal and what you should improve before the next campaign.
• The frequency of PR campaign reports depends on stakeholders’ needs.

🔎 Who benefits from a campaign report?

Generally, the PR team. You should prepare PR campaign reports for your direct supervisor or CMO. Usually, the audience of the report depends on the size of the campaign.

If the campaign’s budget were big, more people would likely want to review the results.

05 Informe de crisis

Yep, we all wish it wasn’t true. But every brand is prone to crisis.

• Gracias a la Crisis de relaciones públicas report, you can show how your department helped minimize the damage, change the narrative, and protect your brand reputation.

🔎 Who will benefit from a crisis report?

La gestión de crisis es una oportunidad para los responsables de relaciones públicas.

Manual PR reporting: 3-step tutorial

Once you decide what type of PR report you want to prepare and who the target reader is, you can get to work!

How to create a PR report?

Here’s a list of key points you want to include:

01 Comprobar el volumen de menciones

El volumen de mentions le muestra cuántas veces se ha utilizado en línea el nombre de su marca, producto o servicio.

En teoría, cuanto mayor sea el volumen de medios mention, mayor reconocimiento tendrá su marca.

It’s important to start your PR analysis by checking media mentions.

A sudden spike in the media mentions can either indicate that your PR campaign is working or that your brand is having a PR crisis.

In the first scenario, more people are becoming aware of your company, resulting in rising notoriedad de marca levels.

That’s exactly what you can see in the screenshot above.

Duolingo did a campaign that went viral and created buzz all over the internet.

But how do you know it’s not the bad talk?

02 Realizar análisis de sentimiento

El sentimiento le dará el contexto que necesita para evaluar el impacto de sus comunicaciones de relaciones públicas en su marca.

Whether it’s negative or positive.

¿Cómo funciona el análisis de opiniones?

Sentiment analysis categorizes the tone of coverage as positivo, negativo o neutro, providing examples of key quotes or headlines to illustrate brand perception.

Análisis del sentimiento will help you spot any looming crisis and the next steps to counteract the effects. The process helps determine the most successful content and, ultimately, helps increase reach.

03 Elabore su actuación

El alcance es la métrica que determina en gran medida su rendimiento.

Es especialmente importante para las distintas agencias de relaciones públicas que tienen que trabajar en las relaciones con los medios de comunicación.

Here’s how those metrics can be presented:

Este análisis también muestra cuántas personas podrían haber entrado en contacto con su contenido.

Desde el punto de vista de las relaciones públicas, llegar al público adecuado con el mensaje adecuado en el momento adecuado es el Santo Grial.

What to include in a PR report?

I asked an expert in this field – PR Manager, Marlena Stemler-Matysiak, to share her must-haves in PR reporting.

She admits:

“Depending on the brand, its communication objectives or campaigns, a variety of metrics will be crucial in a PR report.”

But, she believes there are a few universal ones that always provide valuable insight into how visibility and image are developing.

Here’s the list with a quick note on why you should pay attention to this metric:

01 Volumen de mentions

Usually, the more mentions, the better. We want to see consistent growth in this area. If there is none, it is worth reviewing the strategy.

However, it is important to remember that this is a very general indicator and does not determine the success of a campaign.

02 Most popular mentions

They show which comments about the brand have gained the most visibility.

It is worth monitoring this indicator to prevent crises and to identify opportunities for collaboration with the media or influencers.

03 The context of the discussion

That’s an important metric for content planning.

• What is our audience discussing?
• Are there any questions or topics that would be worth addressing in future publications?

An effective PR report combines hard numbers with qualitative insights to tell a complete story of the campaign’s performance.

04 Análisis de sentimiento

Involves researching the mood around the brand, which helps identify areas where customers are dissatisfied or experiencing difficulties.

If there are more negative mentions, you need to act quickly!

05 Influential sites

It is worth knowing what influential people or platforms are saying about the brand and shaping these messages by collaborating with them, for example.

Media coverage summary should include publication dates, outlet names, links to online articles, estimated reach, and top media wins.

Modelo de informe de relaciones públicas

Las herramientas de IA pueden ayudarle a generar plantillas de informes de relaciones públicas en cuestión de minutos.

You can personalize them according to your needs and generate charts and insights within a few clicks.

I created the reports below, and it took me about 5 minutes.

And you can create one for your brand too.

Feel free to download them and check what they look like.

💡Haga clic y descargue plantillas de informes de relaciones públicas:

⬇️ Plantilla de informe de relaciones públicas (panel de análisis general) ⬇️

⬇️ Plantilla de informe de relaciones públicas (PDF)⬇️

⬇️ Plantilla de informe comparativo de relaciones públicas con la competencia (PDF)⬇️

No les he aplicado ningún filtro específico, pero se pueden manipular muchas cosas. Por ejemplo:

• Fuentes incluidas en el informe
• El plazo concreto
• Resumen de la campaña específica
• y mucho más.

Además, puedes compartir este informe con quien necesites con un simple enlace.

Sinceramente, creo que es la mejor forma de crear un informe de relaciones públicas.

Mi consejo: utilice un programa informático de relaciones públicas

Antes de iniciar cualquier campaña de relaciones públicas, debe encontrar el software de relaciones públicas adecuado.

Media monitoring tools help track brand mentions across various platforms.

An ideal tool will collect the data in real-time from various sources, including the web and social media platforms.

Moreover, the herramienta de seguimiento de medios debería aportar ideas sobre lo que su departamento de marketing y comunicación podría utilizar para mejorar sus actuales campañas de relaciones públicas.

Implantación de una herramienta de escucha social en su pila de herramientas de marketing y comunicación automatizará la mayor parte del proceso.

You can try one of these Herramientas de seguimiento de las relaciones públicas.

Public relations metrics

Muchos programas informáticos de relaciones públicas analizan automáticamente los mention recogidos en las redes sociales.

Una sección de análisis sólida le ahorrará mucho tiempo, hará que los resultados de sus campañas de relaciones públicas sean más manejables y llevará sus esfuerzos de relaciones públicas al siguiente nivel.

¿Qué debe contener el análisis perfecto de las relaciones públicas?

• El volumen de menciones
• Sentimiento
• Alcance, tanto para los medios sociales como para las fuentes web
• Participación en las redes sociales
• Contexto del debate
• Informes en PDF totalmente personalizables
• Comparación de dos o más proyectos de seguimiento de los medios de comunicación

Fuentes de datos de relaciones públicas

Aparte de la parte de análisis de los resultados, hay que echar un vistazo a las fuentes de los datos.

Algunos Herramientas de relaciones públicas will focus on social media channels, others will cover only Web sources.

In my opinion, you should get data from all the sources, so that your marketing and communication can make the most informed decisions possible.

Campaign objectives should be SMART: Specific, Measurable, Achievable, Realistic, and Time-bound.

Buenas prácticas en los informes de relaciones públicas

You already know a lot about writing a PR report:

1. You know the possibilities of AI tools.
2. You know you should define an audience and determine the type of PR report.
3. And have an overview of the key metrics that you need to track.

Existen otras buenas prácticas y consejos para la elaboración de informes de relaciones públicas que deberías poner en práctica para tener éxito y demostrar el retorno de la inversión.

01 Definir claramente los objetivos de la campaña de relaciones públicas

Su informe de relaciones públicas será tan bueno como lo sea su campaña de relaciones públicas. Por eso es crucial definir claramente los objetivos de la campaña antes de empezar a hacer nada. En tus informes, tienes que presentar pruebas de que tu trabajo está aportando un valor sustancial a los negocios de tus clientes.

02 KPI de relaciones públicas

Antes de empezar a elaborar informes de relaciones públicas, hay que acordar con el cliente los indicadores clave de resultados.

Es importante estar de acuerdo en lo que respecta a los indicadores clave de rendimiento (KPI) para poder realizar un seguimiento de las métricas correctas en todo momento. Es importante empezar a monitorizar los medios antes de iniciar la campaña, ya que recopilar datos históricos es caro y no siempre preciso.

03 Visuales

El público destinatario de sus informes suele estar muy ocupado. Para que sus informes sean más comprensibles, incluya algunos elementos visuales, por ejemplo, cuadros, gráficos o tablas. Los elementos visuales facilitarán la demostración del valor comercial de las relaciones públicas para la empresa.

04 Escriba sus recomendaciones

La elaboración de informes mensuales le proporciona una ventaja competitiva única. Al tener una visión general de los datos, puede detectar fácilmente las tendencias, identificar los contenidos con mejor rendimiento y proporcionar valiosos comentarios tras eventos especiales y lanzamientos de productos.

Es una oportunidad para añadir un poco de periodismo de investigación a tu trabajo.

Detectar los puntos de vista le permite ofrecer valiosas recomendaciones sobre cómo ajustar sus esfuerzos de relaciones públicas para aportar aún más valor a sus iniciativas de marketing y comunicación.

Plus, it doesn’t necessarily take much time.

You can ask AI for recommendations based on your performance data:

Conclusión

Hopefully, by now, you have all the necessary information to create reports that will summarize your PR efforts.

So – final checkpoint.

¿Qué hay que tener en cuenta al elaborar un informe?

1. Think about your audience. Who is going to read it? Your manager or one of the executives? Depending on the audience you choose, you will have to provide different pieces of information in your work.
2. Agree on the business metrics and KPIs beforehand. You want to share the top news and show the value of your work. The public relations industry is a broad field, so it’s hard to stay focused when your executive or client focuses on different metrics.
3. Choose a herramienta de seguimiento de medios. A well-chosen Software de relaciones públicas will help you get insights to increase your media coverage.
4. Provide your business recommendations. Reports should conclude with a forward-looking perspective that details how current activities will influence future projects and objectives.

Cause why even report when you don’t plan to take accountability after?

You can simplify the process and generate a report using AI. Comience con una prueba gratuita de Brand24 y simplifique los informes de relaciones públicas