About the PR Metric Survey CZ 2025/2026
The PR Metric Survey CZ 2025/2026 mapped how the Czech PR and communications community approaches measuring communication results. The survey focused on four main areas: measurement approaches, tools and solutions used, reporting and data interpretation, and the main challenges and needs of communications teams. The main objective of the survey was to identify key trends in PR and communications measurement.
The results provide insight into how PR professionals in the Czech Republic currently evaluate the impact of communications, which metrics they use, and what challenges they face when measuring results.
Who Took Part in the Survey?
It is also important to consider the results in the context of the respondents’ profiles. The largest group of respondents consisted of professionals working in in-house PR and communications teams (45%), followed by representatives of PR agencies (29%). More than half of the respondents also work in small communications teams of 1–3 people (55%). In terms of geographic focus, 80% of respondents primarily operate in the Czech Republic.
The survey therefore primarily provides a view of current PR and communications measurement practices in the Czech environment, from the perspective of both in-house communications teams and PR agencies. The data comes from an online questionnaire conducted from November 2025 to January 2026.
How Does the Czech PR Community Measure Communications?
The results of the PR Metric Survey CZ 2025/2026 show that 40% of respondents use a combination of quantitative and qualitative PR measurement methods, while 36% rely primarily on quantitative data. At the same time, there is still room for greater standardization – the Barcelona Principles are actively used by only 5% of respondents.
The Most Common PR Metrics: Impressions, Reach and Website Traffic
The metrics measured most frequently are impressions (80%) and reach (78%), followed by website traffic (65%) and AVE (51%). For AVE, the main reason for its use is its ease of understanding for management (61%).
Alongside quantitative metrics, qualitative indicators are also used – particularly engagement (69%), sentiment (56%), brand awareness (49%) and audience behaviour (38%).
From Measurement to Business Results
PR metrics are not used solely for reporting. 75% of respondents use them to guide strategy, 55% for performance analysis, 51% for benchmarking, and 42% for evaluating ROI.
Respondents consider reach, the quality and quantity of media mentions, message delivery and business outcomes to be among the most relevant metrics. The results therefore suggest a shift away from measuring media exposure alone towards assessing the quality of communications and its actual impact.
What Makes PR Measurement Most Challenging?
The biggest barrier is lack of time (40%), followed by limited resources and insufficient support (16% each). Only 16% of respondents use internal measurement systems; custom scoring systems, dashboards or proprietary indicators are more common.
The capacity dedicated to measuring and evaluating communications is also limited – 58% of respondents allocate only 1–5% of their staff capacity to measurement.
What PR Measurement Approach Is Used Most Often?
The results of the PR Metric Survey CZ 2025/2026 show that the most common approach to PR measurement is a combination of quantitative and qualitative methods. This approach is used by 40% of respondents.
Another 36% rely primarily on quantitative metrics such as the number of media outputs, reach or AVE. 13% of respondents prefer qualitative measurement focused, for example, on sentiment, message delivery and content relevance. 11% of respondents did not specify their preferred method.
The results therefore confirm that combining quantitative and qualitative PR measurement is the most widespread approach in Czech practice.
Quantitative Metrics: Impressions and Reach Still Dominate
When measuring PR communications, the most commonly used quantitative metrics are impressions (80%) and reach (78%). These are followed by website traffic or links (65%), AVE (51%) and GRP (49%).
Approximately one-third of respondents also track share of voice (35%) and conversions (31%). Backlinks are used by 18%, while more specialized metrics such as MPI (11%) or ESG Media Index (4%) remain relatively marginal.
Why Is AVE Still Used?
The main reason for using AVE (Advertising Value Equivalency) is that it is easy for senior management to understand – this was cited by 61% of respondents. This indicates that when selecting PR metrics, an important factor is not only their methodological relevance but also how easily communications results can be explained to C-level management.
Only 2% of respondents said they do not use any of the quantitative metrics listed above, while the same proportion works with other, internally customized indicators.
PR Reporting: Results Primarily Go to Management
65% of respondents prepare PR reports for management, followed by clients (40%) and internal departments (33%). The most common format is PowerPoint presentations and PDFs (62%).
The most common reporting frequency is monthly (36%). A quarter of respondents (25%) use situational or combined reporting, while 18% report on individual campaigns.
The results show that PR reporting in Czech practice is still primarily regular, presentation-based and focused on management needs.
Are you interested in the complete survey results? Contact us at sales@newtonmedia.eu.
