Property PR reporting is one of the most commonly cited sources of frustration in developer-agency relationships — with agencies providing coverage logs and AVE calculations that bear little relationship to the business outcomes developers care about, and developers lacking the framework to specify more useful reporting before the relationship begins.
The starting point for effective PR reporting is agreeing, at campaign outset, on what success looks like and how it will be measured. This agreement must be specific: which publications constitute the target tier for coverage, what volume of coverage in those publications represents monthly performance at expectation, and how enquiry source data will be captured to connect PR activity to business outcomes.
Monthly reporting should include at minimum: tier-classified coverage secured with reach data, analysis of coverage sentiment and alignment with brand positioning, buyer enquiry attribution where trackable, and an assessment of upcoming media opportunities in the pipeline. Quarterly reviews should address whether the overall PR strategy is generating the business outcomes agreed at campaign outset, and make recommendations for strategic adjustments based on performance data.
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