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 Relatório de relações 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 Relatórios mensais

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 Relatórios trimestrais

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 Relatórios anuais

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?

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

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

04 Relatório da campanha de RP

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 Relatório de crise

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

• Graças ao Crise de relações 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?

O gerenciamento de crises é uma oportunidade para os gerentes de RP.

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 Verifique o volume dos mentions

O volume de mentions mostra quantas vezes o nome de sua marca, produto ou serviço foi usado on-line.

Em teoria, quanto maior o volume de mídia mentions, maior o reconhecimento da sua 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 reconhecimento da 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 análise de sentimentos

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

Whether it’s negative or positive.

Como funciona a análise de sentimentos?

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

Análise de sentimento 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 seu desempenho

O alcance é a métrica que determina seu desempenho.

Isso é particularmente importante para várias agências de RP que precisam trabalhar com relações com a mídia.

Here’s how those metrics can be presented:

Essa análise também mostra quantas pessoas poderiam ter entrado em contato com o seu conteúdo.

Do ponto de vista das relações públicas, atingir o público certo com a mensagem certa no momento certo é o Santo Graal.

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 Volume 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 Análise de sentimento

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 relatório de relações públicas

As ferramentas de IA podem ajudá-lo a gerar modelos de relatórios de RP em 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.

💡Clique e faça o download dos modelos de relatório de RP:

⬇️ Modelo de relatório de RP (painel de análise geral) ⬇️

⬇️ Modelo de relatório de RP (PDF)⬇️

⬇️ Modelo de relatório de comparação de concorrentes de RP (PDF)⬇️

Não apliquei nenhum filtro específico a eles, mas há muitas coisas que você pode manipular. Por exemplo:

• Fontes incluídas no relatório
• O período de tempo específico
• Visão geral da campanha específica
• E muito mais!

Além disso, você pode compartilhar esse relatório com quem precisar por meio de um simples link.

Sinceramente, acho que essa é a melhor maneira de criar um relatório de RP!

Minha dica: use um software de relações públicas

Antes de iniciar qualquer campanha de relações públicas, você precisa encontrar o software de relações públicas certo.

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 ferramenta de monitoramento de mídia deve fornecer insights sobre o que seu departamento de marketing e comunicação poderia usar para melhorar suas campanhas de relações públicas existentes.

Implementação de um ferramenta de escuta social em sua pilha de ferramentas de marketing e comunicação automatizará a maior parte do processo.

You can try one of these Ferramentas de monitoramento de RP.

Public relations metrics

Muitos softwares de relações públicas analisarão automaticamente os mentions de mídia social coletados.

Uma seção de análise robusta economizará muito tempo, tornará os resultados de suas campanhas de RP mais gerenciáveis e elevará seus esforços de relações públicas a um novo patamar.

O que deve conter uma análise de RP perfeita?

• O volume de mentions
• Sentimento
• Alcance, tanto para mídia social quanto para fontes da Web
• Engajamento na mídia social
• O contexto da discussão
• Relatórios em PDF totalmente personalizáveis
• Comparação de dois ou mais projetos de monitoramento de mídia

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 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.

Práticas recomendadas de relatórios de RP

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.

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

01 Definir claramente as metas da campanha de RP

Seu relatório de RP só será tão bom quanto sua campanha de RP. É por isso que é fundamental definir claramente as metas da campanha antes de começar a fazer qualquer coisa. Em seus relatórios, você precisa apresentar provas de que seu trabalho está agregando valor substancial aos negócios de seus clientes.

02 KPIs de relações públicas

Antes de iniciar o relatório de RP, você precisa chegar a um acordo sobre os principais indicadores de desempenho com seu cliente.

É importante estar na mesma página quando se trata de KPIs para que você possa monitorar as métricas certas o tempo todo. É importante começar a monitorar a mídia antes de iniciar sua campanha, pois a coleta de dados históricos é cara e nem sempre precisa.

03 Visuais

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 Escreva suas recomendações

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.

Essa é uma oportunidade de adicionar um pouco de jornalismo investigativo ao seu trabalho.

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

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

So – final checkpoint.

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

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 ferramenta de monitoramento de mídia. A well-chosen Software de relações 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. Comece com uma avaliação gratuita do Brand24 e simplificar os relatórios de RP!