Why Should You Create a PR Report?

Creating clipping reports is not fun and doesn't really add value. So why not spend that time on creative work instead? Wouldn't that offer much greater value to clients? In the short term, the answer is definitely YES!

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So why should you still rely on clipping reports?

First and foremost, the most obvious reason: You can show your clients the value of your work at a glance. This makes it clear what you've achieved in the past weeks and how the retainer was invested. This way, you always have the right figures and clippings at hand for client queries and are well-prepared for budget discussions. You can also check whether the various campaigns and initiatives are contributing to the set communication goals, both for yourself and for your clients. Everyone involved knows how close you are to achieving the goals with your PR work. This data-driven approach allows you to adjust planned PR measures if necessary, enabling you to work even more targeted.

Decisions about future campaigns are also made based on solid data thanks to clipping reports, rather than gut feelings. You and your clients always know what has happened in the past weeks, what the PR has achieved, and how to proceed best. With this knowledge, you can also save time and money by making fewer wrong decisions and using your workforce much more efficiently.

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Companies Want PR Reports

In a 2020 study we conducted with companies of various industries and sizes, we found that 66% of the responsible PR managers want a meaningful PR report on which they can base their communication decisions. They also want to use the reports for success control and various comparisons.

Of course, you don't have to provide this service for free on top of your communication work. None of the respondents expect such a PR report as a free additional service, but would pay an average of 15-20% of the retainer for it. This means you can usually sell good reporting as an additional service.

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Stand Out from the Competition

Additionally, you can stand out with the offer of relevant PR reports and set yourself apart from the competition during a pitch. Our survey also showed that only 14% of the participating companies receive a PR report with all the important components. Only this fraction of respondents can make well-founded decisions based on the report.

With a well-structured and meaningful PR report, you can score points with clients or in your team. In the age of digitalization, decisions are increasingly data-driven, even in the field of communication.

Sarah Amler

Digital Process & Marketing Manager

Sarah was responsible for performance marketing, social media activities and digital onboarding in our software at aclipp.