B2B and trade PR has undergone huge shifts in recent years. Modern B2B PR relies on digital integration, data-led strategic insights and meaningful storytelling that connects with niche audiences. B2B PR pros also have to do more with less as budgets continue to shrink amid continued economic uncertainty.
In this environment of heightened scrutiny, senior stakeholders and the C-suite demand maximum accountability, often leading to increased pressure on PR teams to justify their efforts.
Managing the egos of the C-suite is a delicate balancing act too, adding yet another layer of complexity to an already frenetic role. Steering conversations with diplomacy isn’t always easy (is it ever?!) but it’s critical. Senior leaders are personally invested, their reputation is at stake after all, so navigating their perspectives (and pride!) with tact is imperative.
Unsurprisingly, more than half (57%) of B2B marketers say content marketing and thought leadership are the most valued PR outputs, while 68% highlight coverage in trade publications as a key driver of perceived authority. Podcast bookings as a PR tactic have experienced a double digit increase too with over 50% of B2B marketers increasing investment in 2025, research from Media Space Solutions found.
Old habits die hard: B2B PR reporting still challenging
Today, B2B PR strategies include a mix of earned media, research-backed campaigns, analyst relations, awards, partnerships, events (including webinars and podcasts) and targeted LinkedIn engagement to influence buyers and trade audiences at every stage.
B2B and trade PR have modernised in recent years, however, B2B PR reporting is still lagging behind and is a critical challenge for many. Almost half (44%) of PR pros struggle to align metrics to revenue or business KPIs, a report from Muck Rack found. And it’s not hard to see why.
B2B and trade PR pros have a jam-packed roster. Coming up with creative ideas that are suitable for niche B2B audiences without the creative license (or budgets) that their consumer counterparts have, is tough. And with so many channels, formats, in-person and virtual events, media relationships and social conversations (including those in private via dark social), showing where PR drives reputation and revenue is complicated.
When asked which tasks take up at least 25% of their workload, 44% of PR pros cited measurement and reporting among their top responsibilities, second only to media relations.
Muck Rack
The sheer complexity and multitude of channels and formats associated with modern B2B and trade PR is the very reason why B2B PR reporting is so challenging. Highlighting key activities, showcasing media assets, presenting coverage and measuring overall impact, is far from straightforward, especially for those who are still manually reporting. It drains resources and, more importantly, makes it difficult for clients or senior execs to appreciate the value of modern B2B PR. And this can have major consequences, with not just reputation at risk, but budget and headcount too.
How to solve reporting challenges in B2B and trade PR
Efficient (and effective) B2B PR reporting isn’t impossible, especially with the right tech, people and processes. We’ve outlined six ways you can elevate PR reporting and demonstrate clear value to stakeholders.
1. Streamline the consumer PR reporting workflow
B2B and trade PR moves at a relentless pace. With so many activities (and so much pressure) in the mix, streamlining the B2B PR reporting workflow begins with consolidating the data that’s already being collected. Whether it’s coverage URLs, thought leadership content or LinkedIn Analytics, bringing everything into one place helps reduce manual admin. It saves a ton of time, and clearer, consistent PR reports are much easier for senior stakeholders to understand.
Top tip: Build a central “exec performance hub” where you log all interviews, prep materials, coverage outcomes and key metrics (Recall, Sentiment, quotes used, social engagement, Attention Earned and so on). You can then include some of this in your reports to show senior stakeholders or clients that better prep directly drives better quality coverage, not just “busy work.”
2. Implement the three C’s: Clarity, consistency and credibility
When it comes to PR reporting, the three C’s: Clarity, Consistency, and Credibility are super important (and this applies regardless of whether reports are built manually or with the help of a PR reporting platform). PR reports must clearly communicate key messages without jargon, maintain a consistent format (and tone) and data and insights must come from verifiable sources to build credibility. These principles will ensure B2B PR reports are easy to understand while showing stakeholders that PR is a business imperative, not a nice-to-have.
Top tip: It’s okay to be honest about results that aren’t as good as usual too. For instance, average Domain Authority might be lower than usual one month, but that’s to be expected if it’s a super niche message you’re pushing out. Explain this in your report narrative as C-suites and clients don’t understand the ins and outs of PR. Being transparent really does help to build trust and it helps educate execs too.
3. Switch from manual PR reporting to automated PR reporting
Automating PR reporting doesn’t just save time but also reduces human error while maintaining brand consistency. PR reporting platforms allow in-house comms teams and B2B PR agency teams to consolidate data from multiple sources including media mentions, open and dark social shares, events, audio coverage (podcasts and radio) and thought leadership into one, PR report. And leading platforms have access to advanced PR analytics like Attention Earned and Attention Cost Estimate, for instance, which really help PR pros tell a much better story than AVE.
ACE: The credible alternative to AVE that we’ve all been waiting for
In short, ditching manual PR reporting doesn’t just give B2B and trade PR pros a lot more time to focus on strategy and media relations; it also makes it much easier to demonstrate the value of PR to clients and executives in a much more scalable way.
Top tip: When researching PR reporting tools, look for platforms that enable you to customise reports. And not just from a branding perspective, although that’s important too. For example, if you work in an agency, the metrics and evaluation you include in one client report might not be suitable for the next one, so the ability to tailor is essential. Why not book a demo to see how Releasd can help you streamline your PR reporting process.
4. Value over vanity: Focus on metrics that matter to B2B audiences
It sounds obvious, but moving beyond vanity metrics is a must. PR metrics must be audience-centric and focused on business value, not impressions. Here are some of the most popular KPIs used by modern B2B and trade PR teams (and why):
- Coverage Views: realistic exposure to B2B audiences (C-suite members will always want to know this number too)
- Engagement: shares, reactions, saves, comments on key platforms like LinkedIn and to some extent, X (bear in mind these are usually lower in B2B PR compared to consumer PR – but each engagement is often more meaningful)
- Sentiment: signals whether brand perception is improving. It’s particularly important in crisis comms as it can identify positive mentions of brands, even if the tone of the overall article is negative.
- Brand Recall: whether potential customers will remember the brand later when they’re ready to buy
- Prominence: how visible and central the brand was in coverage
- Key Message Penetration: whether key CTAs or key messages landed – this sits at the core of B2B PR
- Spokesperson Quote Inclusion: identifying how often and where the CEO or other key stakeholders were quoted
- Attention Earned: how long audiences actively engaged with coverage
- ACE: compares the cost of Attention Earned to the cost of digital ads
Top tip: Pick three to five key metrics to track every month, e.g. Coverage Views, Sentiment, Brand Recall, Attention Earned and Key Message Penetration, and benchmark those same KPIs across time and/or campaigns to show progress.
5. Add context to PR reports to show the strategic value of PR
Coverage and metrics alone don’t give clients or senior stakeholders the full picture. B2B and trade PR reporting becomes far more persuasive when supported with context.
Include charts and graphs that show change over time and summary statements that quantify improvements in your PR reports. Think about it, if you can clearly show that mentions for your CEO’s arch rival have dropped while their own narrative has gained traction, the value of PR really does become undeniable to stakeholders.
“Effective B2B PR reporting isn’t just about gathering data. It’s about communicating what the data means. We always advise our B2B customers to add context to their reports.”
Richard Benson, CEO, Releasd
In summary, be sure to include:
- Objectives & Targets
- Key Activities
- Result Highlights
- Key Learnings
Top tip: Combine PR metrics with data from other sources to build a stronger narrative. For example, use Google Analytics to track conversions driven by PR activities, or leverage CRM data to measure leads generated from your PR campaigns. This integrated approach offers a broader picture of PR’s impact and effectiveness.
The power of comparison: Turning PR data into proof of impact
6. The ego has landed: celebrate spokesperson quote inclusion
We talked about the difficulty of trying to manage the perspectives (and egos) of senior stakeholders earlier, but there’s another way to further build trust and credibility when you build B2B PR reports. It’s actually really simple (minimal effort is required if you have a top notch PR reporting platform). Measure how often your spokesperson’s quotes appear in online coverage and include this in your PR reports. After all, when a journalist quotes an expert repeatedly in an article, it proves they trust them and shows they’re credible and have provided valuable insight.
Top tip: Include key quotes visually in PR reports – it’s bound to capture the attention of readers, especially if said spokesperson is one of the report recipients!
The future of B2B PR is already here
The future of B2B/trade PR demands efficient reporting that’s comprehensive, and laser-focused on business outcomes. This is even more important during times of economic uncertainty when budget approval processes are akin to the Hunger Games. If B2B PR pros don’t show the measurable outcomes that PR brings clearly to C-suites or clients, budget approval won’t be forthcoming.
