Monthly PR reporting template

Use a short monthly report to connect the work to your goal and agree on the next priorities. Keep detailed activity and coverage records behind the summary so they are available when needed.

Set the context once

Reporting period. [Month or campaign period.]

Goal and scope. [Who we need to reach, what we want PR to support, and the work we agreed to.]

Progress measures. [The few measures or observations that will help us judge progress, with a starting point where available.]

Carry this context forward and note material changes. A launch project and an ongoing thought-leadership program may need different measures.

Summarize what happened

Useful results. [Meaningful coverage, interviews, opportunities, audience responses, or other results, with links.]

Work completed. [The main stories, materials, outreach, preparation, or other agreed work.]

What we learned. [What received interest, what did not, and what changed our view.]

Setbacks. [Missed work, weak results, or important delays, with the reason.]

A fictional example: “The customer story produced one detailed trade article and two interview requests. The product announcement drew little interest. We recommend developing a second customer example rather than repeating the same announcement.”

Explain results without overstating them

Distinguish the work performed, the coverage or other output, and any observed audience or business response. AMEC's evaluation framework explains those levels in more detail.

For each important measure, keep the definition and source consistent. Link to the underlying material when useful. Identify original reporting, syndicated copies, paid content, and press-release republication separately.

Record zero or unavailable when that is accurate. Potential reach does not establish readership, and a rise in sales during the campaign does not prove PR caused it. The metrics guide helps choose measures the work can reasonably support.

Set the next priorities

Continue. [Work worth carrying forward and why.]

Change or stop. [What the evidence or business situation suggests changing.]

Next priorities. [The most useful work for the coming period.]

Company input needed. [Specific approval, information, customer access, or spokesperson availability, with the relevant deadline.]

Decision needed. [Any meaningful choice about scope, budget, timing, or approach.]

Include cost changes or extra spending that requires agreement. If everything remains within the agreed fee and scope, a short confirmation is enough.

Keep useful detail accessible

Link the coverage list and activity notes rather than pasting every action into the summary. Keep previous reports in a shared location.

Adapt this format with the agency. The good-report guide explains what the buyer should be able to understand from it.