How to Measure the Impact of Earned Media Coverage

12 May 2025 Reading Time: 4 minutes

by Michael Mejer, Founder, Green Lane Communication:

It’s the first question I usually get asked about how to develop a successful public relations (PR) campaign: How can I quantify the impact of my earned media coverage? 

Defining success in earned media coverage involves several key factors. First, is your message reaching the right audience? Does the publication or media outlet effectively communicate with the people you want to engage at this time?

Second, are you delivering your message clearly and concisely? Avoiding tangents and staying focused ensures that you communicate exactly what needs to be conveyed. Each media opportunity should have a clear objective, and your message should be precise and impactful.

If you consistently reach the right audience and deliver a clear, purposeful message, your earned media efforts will be more effective and yield long-term benefits.

However, I understand that there’s much more nuance to measuring the success of your PR campaigns, and honestly, there’s really no one size fits all approach. That said, I’m excited to break down ways to track the impact of your earned media coverage. But first, let’s debunk some common myths about the impact of PR.

The Misconception About Public Relations and Earned Media

The biggest misconception about public relations is that as soon as an interview ends, your phone will start ringing with customers eager to hand you large checks. While that can happen, the true purpose of PR is to amplify brand awareness, build trust, and establish credibility.

Effective PR strengthens your overall sales efforts by empowering your sales team and fostering trust with potential customers. It positions you as an expert, an authority, and a go-to source for information—making people more inclined to engage with you in meaningful conversations.

Today’s consumers prefer a consultative approach over traditional hard-selling tactics, like those at a car dealership (how many times do we have to decline the extended tire warranty before they listen?). Data shows that this is not only the future of sales but also how people prefer to engage right now.

That’s why having a well-defined PR strategy with clear goals and objectives is essential. While these objectives may evolve over time, they must be identifiable. This allows you to reverse-engineer your approach, determining which media outlets to engage with and which key talking points to emphasize when opportunities arise.

The Difference Between Earned, Paid and Owned Media

Paid media (advertising) only lasts as long as you continue paying for it. Once you stop running ads, they disappear. In contrast, earned media, such as a story published in Forbes, is pure journalism that lives on indefinitely.

Owned media, which includes content you create as a thought leader, company, or brand, (think website copy and social media content) is often perceived as self-promotional—showcasing how you want to be seen. However, when a trusted third party speaks about you (via earned media), it serves as social proof and third-party validation.

Key Metrics & ROI Measurement Strategies for Public Relations

Audience reach, engagement, sentiment, website traffic, and lead generation are key performance indicators (KPIs) businesses should track to measure the impact of a PR program. However, an equally important but less tangible metric is brand recognition.

When you walk into a room and people say they’ve heard of your brand, your ideas, or your unique approach it’s a sign that your presence in the industry is growing. They’ve seen or heard you repeatedly across different platforms, reinforcing your authority.

Beyond visibility, omnipresence is another crucial factor. While doubling down on what works is essential, being present across multiple channels can elevate your brand further. It helps attract new audiences while continuously layering social proof, third-party validation, and credibility into your public perception.

Communicating Public Relations ROI to Stakeholders

Ah, yes, the main conundrum in PR: sharing return on investment (ROI) results to stakeholders. The challenges in proving PR ROI are similar to those faced when measuring returns on any marketing or advertising investment. 

Many executives and investors expect a direct input-output model. For example, spend $1, get $2 in return. But PR, brand building, and community engagement don’t always produce immediate, quantifiable results.

To effectively demonstrate PR’s impact, businesses should evaluate key metrics such as:

* Top-line revenue growth

* Customer acquisition costs

* Sales cycle length

* Lead generation and source tracking\

* ebsite traffic trends

If these metrics are trending upward over time, it’s a strong indication that PR efforts are contributing to business growth.

Another crucial factor is direct feedback from the target audience, whether it’s leads, referrals, or prospects engaging with your brand for the first time. Having conversations with customers and potential buyers can provide valuable insights:

* “How did you hear about us?”

* “Did you see us in the media, online, or at an event?”

* Did our coverage influence your decision to engage with us?”

These insights help businesses map the customer journey, refine their PR strategy, and ultimately validate the long-term value of earned media.

The Future of Earned Media Measurement

Earned media measurement has evolved significantly in recent years. In the past, many believed earned media couldn’t be quantified, but today, tools like Released, a PR reporting tool, allow businesses to track key KPIs and metrics, making PR impact more measurable and easier to report to executives and stakeholders. 

With more consumers growing skeptical of businesses making claims about their products or services without third-party validation, earned media is becoming increasingly recognized as a must-have rather than just a “nice-to-have.” Whether a company is looking to secure speaking opportunities at major industry events, land podcast interviews, or contribute thought leadership articles to key trade publications, PR can be scaled and tailored to fit businesses of all sizes and budgets.

Historically, PR has faced skepticism due to misconceptions about its effectiveness, but this perception is changing. The cannabis industry, in particular, is seeing a shift toward strategic, data-driven PR efforts that focus on credibility, visibility, and long-term brand positioning. This shift is not only benefiting businesses but also improving how PR is valued across industries as a whole.

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With an extensive background spanning over a decade in publicity, marketing, and sales, Michael Mejer has emerged as a seasoned professional adept at forging connections between leaders in the cannabis sector and invaluable media and press prospects.

As the driving force behind Green Lane Communication, Mejer’s specialized PR agency in the cannabis realm, he skillfully orchestrates opportunities that link industry trailblazers with earned media exposure and press engagements.

Written by: Editor