As we step into 2026, one question continues to surface for communications and PR professionals: what should we be measuring – and why? The answer might not be revolutionary, but it’s critically important – stay aligned with your strategy, adapt to the changing landscape, and ensure that your measurement efforts are meaningful and actionable. While the core elements of effective measurement – key messages, stakeholders, spokespeople, and strategic pillars – remain constant, their relevance evolves with your organisation’s plans and external influences. Here are some key considerations to keep in mind to measure PR effectively:
1. Start with a Retrospective Look
Before diving into 2026, review 2025’s performance. This doesn’t have to be overly detailed, but should establish benchmarks that help set actionable KPIs for the year ahead. Ask yourself:
• Did the measurement link effectively to your campaigns or strategic goals?
• Were there any missed opportunities or gaps in data that need addressing?
This exercise sets the stage for establishing meaningful KPIs and helps identify gaps or areas for improvement. In 2026, the challenge is no longer whether communications teams can generate visibility, but whether they can clearly show how that visibility supports real organisational outcomes.
2. Align with 2026’s Strategy
Your measurement should reflect your organisational goals and planned campaigns. Collaborate with internal stakeholders, including marketing, sales, and leadership, to ensure alignment. Key questions to ask include:
• What campaigns, new products, or partnerships are planned?
• Are there challenges on the horizon, such as political changes, seasonal issues, or industry-specific trends?
• Do you need to adjust for new messages, spokespeople, or strategic shifts?
Link your measurement efforts to your organisational goals and communication objectives. For example, if your strategy focuses on building trust or increasing stakeholder engagement, ensure your KPIs reflect these priorities. For many teams, this means moving away from static, once-a-year measurement plans and toward frameworks that can flex as priorities, narratives, and risks evolve over the course of the year.
In 2026, this alignment is essential as communications teams are increasingly expected to demonstrate how earned visibility supports broader business outcomes, not just awareness.
3. Core Areas to Track
While every organisation is unique, some measurement fundamentals remain consistent year after year:
Key Messages: Are your core messages resonating with your audience?
Stakeholders: Who are you reaching, and how are they responding?
Spokespeople: Are your representatives communicating clearly, credibly, and consistently in the media?
Strategic Pillars: Are your efforts aligned with your overarching goals?
AI-driven visibility (GEO): How your brand, leaders, and narratives appear in AI-generated answers and summaries, and which sources are shaping those outputs.
These basics don’t change dramatically year to year, but they must evolve to reflect shifts in your strategy or external environment.
4. Anticipate Trends and Challenges
2026 will bring familiar pressures alongside emerging challenges.
Political Impact: Global political shifts, such as elections or policy changes, can influence industries from banking to manufacturing.
Environmental, Social, and Governance (ESG) Topics: Greenwashing, sustainability, and related themes will remain hot-button issues.
Economic Uncertainty: From fluctuating interest rates to market volatility, financial narratives will continue to be relevant.
AI and information quality: Increased use of generative AI will raise new questions around accuracy, attribution, and narrative control.
What these pressures have in common is increased scrutiny – from regulators, media, stakeholders, and internal leadership. Being proactive about these trends helps you adapt your communications and measurement focus as needed.
5. Plan for the Unexpected
Not all challenges are foreseeable. Crisis situations often require swift adjustments to messaging and strategy. While you can’t predict every scenario, you can ensure your measurement framework is flexible enough to accommodate last-minute changes.
6. Adapting to Industry Realities
Every industry operates in its unique context, and your measurement approach should reflect that. For example, charities often focus on positive messaging and community-building, while some sectors, such as finance or retail, can often face crisis management and last-minute challenges. Understanding your business environment is essential. Consider the specific pressures, opportunities, and stakeholder expectations that shape your communications landscape. Tailoring your KPIs and measurement strategies to these realities ensures relevance and impact, allowing you to stay agile in a rapidly changing world.
7. Reach Out to Refresh Priorities
Regular touchpoints with your media intelligence partner or internal team ensure your metrics stay relevant. While annual reviews are standard for many organisations, teams on quarterly or monthly measurement cycles should also revisit their briefs annually to reflect strategic or environmental changes.
Final Thoughts
January offers a valuable opportunity to reset and recalibrate. While your plans for the year should ideally be in place now, use the first few weeks of the year to finalise any adjustments. A thoughtful approach to measurement, rooted in both retrospective insights and forward-looking planning, will ensure your efforts align with organisational goals and resonate with your stakeholders in 2026.
By linking your communications measurement strategy to your business objectives, you’ll not only track performance effectively but also create a roadmap for continuous improvement.
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