Como redigir um relatório de relações públicas? Modelo e exemplo

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?

Você deve preparar relatórios mensais de relações públicas para seu supervisor ou gerente direto.

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?

Os relatórios trimestrais são uma leitura interessante para seu VP, CMO ou profissionais sênior de RP.

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?

Os relatórios anuais de RP contêm informações importantes para os CEOs, a diretoria ou os investidores.

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 de relações públicas 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 Verifique o volume dos 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 reconhecimento da marca estão aumentando.

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

O sentimento fornecerá o contexto de que você precisa para avaliar o impacto das comunicações de relações públicas sobre a sua marca.

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.

Análise de sentimento 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.

Conheça nossos história de sucesso do cliente - leia o <strong>estudo de caso</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?

Além das métricas de RP, seu relatório de RP deve incluir outras informações importantes.

A boa notícia é que a estrutura de um relatório deve permanecer a mesma para todos os setores de RP. Você pode combinar o relatório e as métricas com sua estratégia de RP, para apresentar os dados mais acionáveis.

O que um gerente de RP deve incluir em um relatório?

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

A inteligência competitiva é parte integrante de um relatório anual de RP. Inteligência competitiva ilustrará sua presença comercial geral e o sentimento em relação à sua marca. A inteligência competitiva é particularmente importante para as relações com investidores.

My tip: Use public relations software

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

Uma ferramenta ideal coletará os dados em tempo real de várias fontes, incluindo plataformas da Web e de mídia social. Além disso, a ferramenta de monitoramento de mídia should provide insights into what your marketing and communications department could use to improve your existing public relations campaigns.

Implementação de um ferramenta de escuta social 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 Ferramentas de monitoramento de RP.

Análise de relações públicas

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.

O que deve conter uma análise de RP perfeita?

• O volume de mentions
• Sentimento
• Reach, both for social media and Web sources
• Engajamento na mídia social
• O contexto da discussão
• Fully customizable PDF reports
• Comparison of two or more media monitoring projects

Fontes de dados de RP

Além da parte da análise dos resultados, é preciso dar uma olhada nas fontes dos dados.

Alguns Ferramentas de RP se concentrarão nos canais de mídia social, outros cobrirão apenas as fontes da Web. Em minha opinião, você deve obter dados de todas as fontes, para que seu marketing e sua comunicação possam tomar as decisões mais bem informadas possíveis.

Que resultados o Brand24 proporcionará?

• Major social media platforms, including Facebook, Instagram, Twitter, Twitch, TikTok, and YouTube
• Publicly available Web sources
• Press releases
• Podcasts
• Boletins informativos
• Sites de notícias
• Blogs
• Sites de revisão
• Fóruns

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.

Práticas recomendadas de relatórios de RP

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.

Há outras práticas recomendadas e dicas de relatórios de RP que você deve implementar para ter sucesso e mostrar o ROI.

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

O público-alvo de seus relatórios geralmente é ocupado. Para tornar seus relatórios mais compreensíveis, inclua alguns elementos visuais, por exemplo, tabelas, gráficos ou quadros. Os elementos visuais facilitarão a comprovação do valor comercial das relações públicas para a empresa.

04 Write your recommendations

A preparação de relatórios mensais lhe dá uma vantagem competitiva exclusiva. Você tem uma visão geral dos dados e pode facilmente identificar tendências, identificar o conteúdo com melhor desempenho e fornecer feedback valioso após eventos especiais e lançamentos de produtos.

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

Identificar os insights permite que você forneça recomendações valiosas sobre como ajustar seus esforços de RP para agregar ainda mais valor aos seus esforços de marketing e comunicação.

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

Conclusão

Esperamos que, a esta altura, você tenha todas as informações necessárias para redigir seu relatório de relações públicas e mostrar os efeitos de sua estratégia de marketing e comunicação em sua empresa.

O que você deve levar em conta ao preparar um relatório?

1. Pense em seu público. Quem o lerá? Seu gerente ou um dos executivos? Dependendo do público que escolher, você terá de fornecer informações diferentes em seu trabalho.
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. Escolha uma ferramenta de monitoramento de mídia. Uma ferramenta bem escolhida de Software de relações públicas 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. Comece com uma avaliação gratuita do Brand24 and make PR reporting simple!