The Problem with PR Measurement Report
The Problem with PR Measurement Report
What’s Inside This Report
- The true scale of measurement challenges facing UK and Irish communications teams
- Why current approaches to demonstrating PR value consistently fall short
- The disconnect between industry best practices and what’s actually happening
- How measurement failures are impacting business outcomes and team credibility
PR measurement frameworks across the UK and Ireland remain fundamentally broken, with our research revealing that almost all (97%) of communications professionals are struggling to measure impact effectively. This crisis costs businesses an average of £80,000 (€90,000) yearly in wasted communications spend, missed opportunities, and undervalued PR teams unable to prove ROI to stakeholders.
This new report from Agile Communications, based on extensive research with senior industry professionals across the UK and Ireland, exposes a critical disconnect between what’s measured and what actually matters.
Communications and PR leaders face mounting pressure to demonstrate real impact as businesses increasingly value brand perception and public trust. Yet most measurement frameworks still depend on outdated, volume-based metrics like coverage hits, AVE (Advertising Value Equivalent), and social media engagement that fail to reflect strategic value.
As a result, companies are left with inflated budgets that deliver little return and communications teams that can’t show their real impact.
About the Research
Our comprehensive study reveals exactly how widespread this measurement crisis has become and quantifies its true cost to British and Irish businesses. The findings expose systemic issues that affect organisations of every size, from major listed companies to growing SMEs.
This report is part of ongoing research that will reshape how our industry approaches measurement. We’re seeking experienced communications professionals to contribute to phase two of this research. If you’re a senior communications leader who recognises these challenges and wants to be part of defining better measurement practices, get in touch (hello@agilecomms.co.uk)
This report represents six months’ intensive research involving senior communications professionals across the UK and Ireland. Survey respondents included heads of communications, PR directors, and senior management from organisations ranging from major listed companies to SMEs.