How to Write a PR Report? Template & Example

PR professionals need a robust and affordable way to present the results of their work. Did all the press releases bring the desired impact? Did reaching out to influencers bring any substantial value? Did you achieve your PR KPIs? Here’s everything you need to know about PR reports.

The bottom line is simple — you must prove the value of your work to your supervisors. 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.

The solution? A PR report!

A PR report is a fundamental part of the industry. A well-researched and well-written PR report will help you make more insightful business decisions. It’s important to produce PR reports at timely intervals so you always have an overview of your current situation.

In this post, I will discuss the most efficient way to create a PR report.

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

PR report template

AI tools can help you generate PR report templates within minutes.

And the best part? You can personalize them to your needs.

I created the reports below with a few clicks, and it took me about 5 minutes.

Feel free to download them and check what it looks like.

💡Click and download PR report templates:

⬇️ PR Report Template ( general analytics dashboard)⬇️

⬇️ PR Report Template (PDF)⬇️

⬇️ PR Competitor Comparison Report Template (PDF)⬇️

I didn’t apply any specific filters to them, but there’s a lot you can manipulate. For example:

• Sources included in the report
• The specific time frame
• The specific campaign overview
• & much more!

Plus, you can share this report with anyone you need with a simple link.

I honestly think it’s the best way to create a PR report!

Types of PR reports

The type of reports and the way you create them depends on the target audience. 

Managers or clients need a different type of PR report than the board of directors or investors. Monthly and quarterly reports are the most popular, but there are more kinds!

Here’s a list of the most popular types of PR reports:

01 Monthly reports

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

Vous devez préparer des rapports mensuels sur les relations publiques à l'intention de votre supérieur hiérarchique direct ou de votre directeur.

02 Quarterly reports

If the monthly report is a test, then the quarterly PR report is your end score. Quarterly reports will help you defend your results. You will be able to pinpoint the correlation between the dollars spent on your PR campaign and specific business outcomes. Even if you engage in activities that don’t directly link to sales, you can explain the benefits to the brand you manage.

🔎 Who is it for?

Les rapports trimestriels sont une lecture intéressante pour votre vice-président, votre directeur général ou les professionnels des relations publiques.

03 Annual reports

Annual reports are one of the most important PR reports you have to prepare. Your boss will make budget decisions based on the data you include in the annual report. If you need money for additional tools, new team members, or other resources, you should indicate it in the report. Don’t forget to mention the expected outcome of the spending.

🔎 Who is it for?

Les rapports annuels de relations publiques contiennent des informations importantes pour les PDG, le conseil d'administration ou les investisseurs.

04 PR Campaign report

Before you launch a public relations campaign, you need to create reports, to define your goals. Your report will state whether you achieved your goal and what you should improve before the next campaign.

🔎 Who is it for?

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

05 Crisis report

Every brand is prone to crisis. Thanks to the Crise des relations publiques report, you can show how your department helped minimize the damages, changed the narrative, and protected your brand reputation. It’s a great report to show off your PR efforts.

🔎 Who is it for?

Crisis management is an opportunity for PR managers.

Manual PR reporting: 3 crucial steps.

Prefer to do your PR report manually?

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

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

01 Vérifier le volume de mentions

The volume of mentions shows you how many times the name of your brand, product, or service has been used online.

In theory, the higher the volume of media mentions, the better recognition your brand has.

It’s important to start your PR analysis with the volume of media mentions.

A sudden spike in the number will indicate that your PR campaign is working. More and more people have heard about your company, so notoriété de la marque augmentent.

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.

02 Conduct sentiment analysis

Le sentiment fournira le contexte dont vous avez besoin pour évaluer l'impact de vos communications de relations publiques sur votre marque.

The same sentiment analysis will tell you how people feel about your company. The tool uses NLP and AI-driven algorithms to determine whether the sentiment towards your brand is positive, negative, or neutral.

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

03 Elaborate on your performance

Reach is the metric that highly determines your performance.

It’s particularly important for various PR agencies that need to work on media relations.

Découvrez nos l'histoire de la réussite d'un client - lire le <strong>étude de cas</strong>.

Brand24 calculates both social and non-social reach, so you get a ready-to-use analysis:

This analysis also shows how many people could have come into contact with your content.

From a PR perspective, reaching the right audience with the right message at the right time is a Holy Grail.

PR report: What to include?

Outre les indicateurs de relations publiques, votre rapport de relations publiques doit contenir d'autres informations importantes.

La bonne nouvelle, c'est que la structure d'un rapport doit rester la même pour tous les secteurs des relations publiques. Vous pouvez faire correspondre le rapport et les mesures à votre stratégie de relations publiques, afin de présenter les données les plus exploitables.

Que doit inclure un responsable des relations publiques dans un rapport ?

01 Summary

You will prepare a different PR report depending on your audience and organization structure. Whether your CEO, manager, or board of directors is reading the report, they need to see the most important insights and results.

That’s why you should always include a detailed brand coverage summary.

02 Benchmarks

For all the data you present in your PR reports, you need context. Choose the right benchmarks, both from your previous campaigns and your competitors’ numbers, to correctly interpret your data.

03 Competitive intelligence

La veille concurrentielle fait partie intégrante d'un rapport annuel de relations publiques. Veille concurrentielle illustrera votre présence globale sur le marché et le sentiment à l'égard de votre marque. La veille concurrentielle est particulièrement importante pour les relations avec les investisseurs.

My tip: Use public relations software

Before you start any public relations campaign, you need to find the right public relations software.

Un outil idéal collectera les données en temps réel à partir de différentes sources, y compris le web et les plateformes de médias sociaux. En outre, l'outil outil de suivi des médias should provide insights into what your marketing and communications department could use to improve your existing public relations campaigns.

Mise en œuvre d'une outil d'écoute sociale into your marketing and communications tool stack will automate most of the process.

For example, using Brand24, you can create reports with just a few clicks and get them emailed automatically for a pre-defined period. Life-saver!

Alternatively, you can try one of these Outils de suivi des relations publiques.

Analyse des relations publiques

Many public relations software will automatically analyze the collected social media mentions.

A robust analysis section will save you a lot of time, make the results of your PR campaigns more manageable, and bring your public relations efforts to the next level.

Que doit contenir l'analyse parfaite des relations publiques ?

• Le volume de mentions
• Sentiment
• Reach, both for social media and Web sources
• Engagement dans les médias sociaux
• Le contexte de la discussion
• Fully customizable PDF reports
• Comparison of two or more media monitoring projects

Sources de données sur les relations publiques

Outre la partie analyse des résultats, vous devez examiner les sources des données.

Certains Outils de relations publiques se concentreront sur les canaux de médias sociaux, d'autres ne couvriront que les sources Web. À mon avis, vous devriez obtenir des données de toutes les sources, afin que votre marketing et votre communication puissent prendre les décisions les plus éclairées possibles.

Quels sont les résultats obtenus par le Brand24 ?

• Major social media platforms, including Facebook, Instagram, Twitter, Twitch, TikTok, and YouTube
• Publicly available Web sources
• Press releases
• Podcasts
• Bulletins d'information
• Sites d'information
• Blogs
• Sites d'examen
• Forums

As you can see, Brand24 has a robust media coverage. This set of media monitoring data will help you make the most informed and insightful decisions for your organization.

Moreover, the data is collected in real-time, and email and in-app notifications will help you stay on top of everything.

Meilleures pratiques pour les rapports de relations publiques

You already know a lot about writing a PR report — you know the possibilities of AI tools, that you need to define an audience and determine the type of a PR report, and have an overview of the key metrics that you need to track.

Il existe d'autres bonnes pratiques et conseils en matière de rapports de relations publiques que vous devriez mettre en œuvre pour réussir et montrer le retour sur investissement.

01 Clearly define the goals of the PR campaign

Your PR report will only be as good as your PR campaign. That’s why it’s crucial the clearly define the goals of the campaign before you start doing anything. In your reports, you need to present proof that your work is bringing substantial value to your clients’ businesses.

02 Public Relations KPIs

Before you start your PR reporting, you need to agree on key performance indicators with your client.

It’s important to be on the same page when it comes to KPIs so you can track the right metrics all the time. It’s important to start media monitoring before starting your campaign, as collecting historical data is expensive and not always accurate.

03 Visuals

Le public cible de vos rapports est généralement très occupé. Pour rendre vos rapports plus compréhensibles, incluez des éléments visuels, par exemple des diagrammes, des graphiques ou des tableaux. Les éléments visuels permettront de prouver plus facilement la valeur commerciale des relations publiques pour l'entreprise.

04 Write your recommendations

La préparation de rapports mensuels vous donne un avantage concurrentiel unique. Vous avez une vue d'ensemble des données, vous pouvez facilement repérer les tendances, identifier le contenu le plus performant et fournir un retour d'information précieux après des événements spéciaux et des lancements de produits.

That’s an opportunity to add a bit of investigative journalism to your work.

En repérant ces informations, vous pouvez fournir des recommandations précieuses sur l'ajustement de vos efforts de relations publiques afin d'apporter encore plus de valeur à vos efforts de marketing et de communication.

Plus, it doesn’t necessarily take much time. You can ask AI for recommendations based on your performance data:

Conclusion

Nous espérons que vous disposez désormais de toutes les informations nécessaires pour rédiger votre rapport de relations publiques et montrer les effets de votre stratégie de marketing et de communication sur votre entreprise.

Quels sont les éléments à prendre en compte lors de l'élaboration d'un rapport ?

1. Pensez à votre public. Qui va le lire ? Votre directeur ou l'un des cadres ? En fonction du public choisi, vous devrez fournir différents éléments d'information dans votre travail.
2. Agree on the business metrics and KPIs beforehand. You want to share the top news and show the value of your work. It’s hard to do when your executive or client focuses on different metrics.
3. Choisir un outil de suivi des médias. Un outil bien choisi de Logiciel de relations publiques will help you get the information you need to boost your business and will save you a ton of time collecting and analyzing the results.
4. Provide your business recommendations. That’s one of the most important parts of your PR journey.

Or you can simplify the process and generate a report using AI. Démarrer avec un essai gratuit de Brand24 and make PR reporting simple!