PR measurement: what communication metrics really show

In modern communications, the number of mentions is no longer the main answer. It shows the volume of noise, but does not explain whether trust has changed, whether the message became stronger, or whether risk has decreased.

LBI evaluates PR through a system of indicators: sentiment, share of voice, reach, source weight, mention context, message consistency and the dynamics of sensitive topics. This helps teams understand not only campaign output, but its real management value.

Good PR measurement answers three questions: what changed in the information field, why it happened and what actions should come next.