After each campaign, we’d pull up the usual numbers: impressions, media mentions, audience reach, then report them back as wins. On paper, everything looked great. But despite the stats, we couldn’t shake the thought that we weren’t capturing the real impact. Because the most meaningful signs that our PR was working weren’t showing up exclusively in the dashboards— they were also showing up in conversations.
In this blog, we’re sharing five unconventional yet powerful ways to track your PR strategy. Whether you’re a startup building credibility or a seasoned brand looking to shift perception, these signs can help you assess whether your PR strategies are truly moving the needle.
1. DMs, inquiries, or cold emails that reference your milestones
If your inbox is starting to include messages that begin with “I saw your feature in…” or “Loved your quote in…” that’s proof that your PR is landing in front of the right people. These messages are high-intent signals, whether they come through social media DMs, cold emails, or website inquiries.
To track this, create a spreadsheet or Notion doc where you log every inbound message that references PR. You can also tag these messages in your CRM or inbox labels (e.g., “PR lead”) to start recognizing patterns. Over time, you’ll see which types of media placements drive the most conversations— whether it’s niche industry newsletters, podcasts, or top-tier publications.
Once you start collecting these messages, you can share snippets of these inquiries as social proof on your LinkedIn or company newsletter. Internally, these messages are gold for motivating your team, and they also serve as qualitative feedback. The language people use when they reach out can tell you exactly what resonated with them.
If this is the kind of outcome you want more of, optimize your PR strategy accordingly. Focus on outlets where your ideal audience is most active. Make sure your talking points are designed to spark curiosity or offer real value, so the audience doesn’t just notice your brand, they act on it.
2. Internal buzz and employee engagement
One of the most overlooked indicators that your PR strategy is working is the reaction it gets inside your company. When employees share press features on their own social media, drop excited messages in Slack, or mention a recent interview during meetings, it shows that your brand’s visibility is sparking genuine pride. This kind of internal buzz isn’t just good for morale, it’s a sign that your team feels aligned with how the brand is being represented externally.
Pay attention to organic employee engagement. Are they resharing your media coverage without being prompted? Are company features getting comments, emojis, or excited reactions in team chats or newsletters? These small signals add up to a strong internal culture where people are bought into your story.
To use this to your advantage, highlight employee contributions in your PR wins whether it’s a shoutout in the press release or a follow-up post celebrating the team behind the story. You can also fold media features into onboarding, internal newsletters, or all-hands presentations to build a sense of collective momentum. And if you want more of this kind of engagement? Make sure your PR reflects the values, work, and vision your team believes in. The more your external messaging mirrors your internal culture, the more likely your people are to rally behind it.
3. Organic invitations to speak, write, or collaborate
When you start receiving invitations to speak at events, contribute to industry blogs, guest on podcasts, or collaborate on thought leadership pieces without pitching yourself. With this, you now have earned opportunities. They typically stem from visibility, credibility, and perceived authority. Being sought out by peers, platforms, or partners shows that your brand is being recognized as a go-to voice in your space.
Track this by keeping a running log of unsolicited opportunities, whether it’s an invite in your inbox or a casual LinkedIn message asking you to be part of a panel. Use a simple spreadsheet or project management tool to track who reached out, why, and whether the invite was tied to a specific piece of media coverage. Ask: Did they reference a press feature, an op-ed, or a recent quote? This helps you spot which types of PR assets are prompting these invitations.
Strengthen your brand’s credibility as you highlight them in your company newsletter, LinkedIn updates, or even press releases. For example, sharing a post like “Excited to be invited to speak on [X Podcast] after our recent feature in [Publication]” positions your brand as respected and in demand.
If you want more of these inbound opportunities, plan publishing opinion pieces, expert commentary, or founder interviews that showcase original thinking and industry insights. Choose media platforms that are respected by your peers as much as by your target customers, and make sure your messaging clearly communicates what you stand for and know deeply.
4. Backlinks from high-domain sources
In a 2020 study by Backlinko, they analyzed over 11.8 million Google search results and found that the number of referring domains was the strongest correlation with high rankings, even more than on-page keyword optimization. Similarly, Ahrefs reports that 96.55% of content gets no traffic from Google, often because it earns no backlinks — underlining just how rare and valuable these signals are.
Being in a high-authority domain isn’t the result of direct outreach or link-building campaigns. Instead, they show up when journalists, researchers, bloggers, or institutions reference your content, insights, or brand organically. In many cases, this is a delayed effect of consistent thought leadership, strategic PR placements, and high-quality content.
To track these backlinks, tools like Ahrefs, Moz, SEMrush, or Google Search Console are essential. Use their “new backlinks” or “referring domains” reports to regularly monitor citations of your website or branded content. Filter by domain authority to identify high-impact links. If you’re seeing references from news outlets, academic sources, or industry blogs, there’s a good chance your PR or media placements played a role in that visibility, especially if the timing aligns.
Moving forward, make the most out of content that answers industry questions, offers original insights, or provides exclusive data-backed commentary. Journalists and researchers often cite sources that are informative, credible, and quotable. Publishing expert takes or unique frameworks through PR channels, especially in respected media outlets, increases the likelihood that your work will be referenced long after the initial press cycle.
5. Shifts in brand associations
Another subtle but incredibly telling way to measure PR success is by paying attention to how your brand is being grouped, compared, or talked about alongside others. Are you starting to see your company mentioned in the same breath as more established competitors? Are customers or partners assuming you’re part of a bigger league now? These shifts in brand associations are a sign that your PR efforts are successfully influencing perception which is a huge win, especially if you’re a challenger brand working to elevate your position in the market.
Keep a log of moments when your company is compared to a market leader or aligned with bigger names in your space. You can also monitor brand mentions using tools like Google Alerts, Brandwatch, or social listening platforms to see who you’re being grouped with in real time.
Turn them into talking points for thought leadership, LinkedIn content, and team updates. This not only positions your brand as a rising player, but also reinforces your momentum to customers, employees, and investors alike.
If you’re aiming for this kind of shift in brand associations, your PR strategy should lean into positioning. Aim for alignment with the values, innovation, and expertise that define your aspirational target audience. Be intentional with the stories you tell: where you’re featured, who you’re quoted next to, and what conversations you’re part of all play a role in shaping how people categorize your brand. The goal isn’t just to be seen — it’s to be seen differently.
The strategies outlined in this blog offer a different lens for evaluating your media efforts: one rooted in real-world responses, internal alignment, and lasting brand perception. So, as you build out your next campaign or pitch, don’t just ask how many people might see it. Ask: Will it start conversations? Will it inspire action? Will it position us where we want to be? Because when you track the invisible wins, that’s when PR becomes more than just coverage, it becomes impact.
M2.0 Communications is a Public Relations Firm that specializes in business, technology, and lifestyle communication. We offer a range of PR services including crisis communications, media relations, stakeholder management, influencer marketing, and video production. Learn more about our work on our case studies page.
