For years, PR success has been measured in pretty simple terms – how much coverage you’ve achieved and how many people it’s reached. Land a piece in a national newspaper or a well-known gardening title, and that was seen as a job well done.
And yes – seeing your brand featured in a big-name publication is exciting. But if we’re honest, those metrics only tell part of the story. Because what’s the real value of coverage if it’s not being seen by the right people?
Thankfully, brands (both in gardening and beyond) are starting to look at PR a little differently. It’s no longer just about volume and reach, It’s about impact.
So, what should we actually be measuring?
It’s all about perception and trust
In the gardening world, trust is everything. People aren’t just buying products – they’re buying advice, expertise and reassurance that what they’re doing will actually work.
That’s where PR really comes into its own. Rather than simply counting pieces of coverage, it’s important to look at how your brand is being talked about.
- Is the tone positive?
- Are you being positioned as an expert?
- Are your key messages coming through clearly?
For example, if sustainability is a big focus for your brand, is that message showing up consistently in your coverage?
Another thing to consider is message penetration – essentially, how often your core messages appear in the content you secure. If they’re landing in the majority of coverage, that’s a strong sign your PR is doing its job.
You can also take things a step further with brand tracking surveys. By asking consumers the same questions before and after a campaign, you can get a clear picture of how perception has shifted.
And of course, not all coverage is created equal. Being featured in the publications your audience actually reads will always carry more weight than a mention somewhere irrelevant – no matter how big the title.
PR can drive real action (yes, really)
One of the biggest misconceptions about PR is that it’s hard to measure in terms of results. In reality, it’s far more trackable than people think.
Looking at your website analytics is a great place to start. Which pieces of coverage are driving traffic? And more importantly, what are those visitors doing when they arrive?
- Are they browsing multiple pages?
- Signing up to newsletters?
- Adding products to their basket?
Interestingly, smaller, niche publications can often outperform larger ones here. They might send less traffic, but the audience is usually more engaged, and more likely to convert.
There are also simple ways to track performance more accurately, like using unique links, landing pages or discount codes tied to specific pieces of coverage.
And let’s not forget the long-term benefits. High-quality PR often leads to valuable backlinks, which help improve your search rankings over time. That means better visibility, more organic traffic, and stronger online authority.
It’s not just about customers
PR doesn’t just influence the people buying your products, it shapes how your entire business is perceived.
Internally, positive coverage can give a real boost to team morale. It creates a sense of pride and reinforces that people are part of something worth talking about.
Externally, it helps build confidence with stakeholders, partners and potential collaborators. A strong media presence can open doors to new opportunities, from retail partnerships to brand collaborations.
It can even play a role in recruitment. When your brand is consistently positioned as a leader in its space, it naturally becomes more attractive to talent. It’s always worth keeping an eye on how many applicants mention seeing your brand in the media.
So, what does success look like?
We’ll say it straight, PR is no longer about quantity. It’s about quality, relevance and impact.
The brands getting the most out of PR today are the ones looking beyond headline numbers and focusing on what really matters:
- How people feel about their brand
- How audiences are engaging and behaving
- How PR is supporting wider business goals
When you start measuring PR this way, its value becomes much clearer, and far more powerful.
Need a hand with your PR strategy?
At Honest Communications, PR is at the heart of what we do for brands across the home and garden sector. We focus on delivering coverage that doesn’t just look good on paper, but actually makes a difference.
If you’d like to explore how PR could support your brand, we’d love to chat.
Drop us a message at hello@honestcommunications.co.uk.