What’s the Point of Public Relations if You Can’t Prove it Worked?

Stop counting hits and start scoring runs

PR measurement outcomes over outputs is the lesson at the heart of this episode. A vivid baseball parable sets the scene. One team cheers every single while the other quietly puts runs on the board. In public relations we often make the same mistake. We celebrate impressions, views, and AVEs while leaders care about real outcomes that move the business. This conversation with measurement leader Richard Bagnall is a call to switch our scoreboard to results that matter.

Outputs, outtakes, outcomes

Outputs are the things we make and the counts we track. Clips, mentions, posts and impressions live here. Outtakes are what people think after they see our work. Awareness, understanding, and changed perception belong in this stage. Outcomes are the actions people take. Purchases, sign ups, event attendance, or risk avoided. When teams can link outputs to outtakes to outcomes they can tell a complete impact story. That is the narrative the C suite expects and that is where PR measurement outcomes over outputs becomes the guiding principle.

Budgets reward proof of value

Uncertainty makes CFOs protect cash. That means activity without value will be cut. Richard argues that vanity metrics cannot defend budgets. The work that survives is the work that proves contribution to goals. Tie your communications plan to clear objectives. Show how messages shift understanding. Show how changed understanding drives actions that matter. When the scoreboard shows outcomes, stakeholders listen and invest.

Begin simply and build

You do not need a large department to measure well. Start with the basics. Define the audience and where they read and watch content. Track outputs with simple counts. Then add outtakes with quick surveys or search intent signals. Add outcomes by partnering with web, sales, or fundraising to see the actions that follow. Use free tools where you can and simple correlation to explore patterns. Be honest about what communications influenced and what was outside your control. The goal is not perfect attribution. The goal is credible evidence and a habit of learning.

Prepare teams for an AI powered future

If teams only write press releases they can be replaced. If teams use AI to work faster while they focus on critical thinking, context, and relationships they become more valuable. Treat AI like a fast junior you train with context. Use it to free time for the strategy work that proves impact. That is how PR measurement outcomes over outputs stays front and center as the industry evolves.