Why earned media coverage isn’t a result — and what PR success really looks like

It happens all the time. A company lands a feature story in The Wall Street Journal, and everyone celebrates: “Look at this result!”

But here’s the truth: That coverage isn’t a result. It’s an output.

Understanding this distinction is one of the biggest mindset shifts a company can make about public relations. It changes how you define success, how you invest in PR, and how you align communications with business growth.

Why this distinction matters

When people treat media coverage as the end goal, they undervalue what PR really does. PR isn’t about getting attention for attention’s sake. It’s about creating understanding, building relationships, and influencing behavior.

When you measure only the coverage itself, you’re judging PR by how loud it speaks, not by what changes because of it.

At Axia Public Relations, we remind clients that earned media coverage is a milestone, not the finish line.

Let’s break it down: Outputs, outtakes, outcomes, and results

Think of PR measurement as a four-step chain. Each link matters, but they’re not all the same.

1. Output: What you produce

An output is the direct product of your PR activity — the thing you can see, count, or link to.

Examples:

• A feature story in The Wall Street Journal
  
  
• A podcast interview with your CEO
  
  
• A press release picked up by trade media
  
  
• Social media mentions from a news story

Outputs are the evidence of your effort, not proof of impact.

2. Outtake: How people react or engage

Outtakes measure what your audience takes away from that output.

Examples:

• Readers share or comment on the article on LinkedIn.
  
  
• Industry peers discuss your brand’s stance on an issue.
  
  
• Customers recall your key message after seeing coverage.

Outtakes tell you whether people understood, remembered, or cared about your message.

They show connection, but not yet conversion.

3. Outcome: What changes because of it

An outcome measures a shift in awareness, attitude, or behavior — the difference your message makes.

Examples:

• More inbound leads or demo requests
  
  
• Improved sentiment and trust scores
  
  
• A rise in web traffic from credible sources
  
  
• Increased share of voice compared to competitors

Outcomes prove your PR work is influencing perception and decision-making. This is where PR starts to overlap with measurable business goals, but it still doesn’t represent the full picture of success.

4. Result (or impact): The business effect

The result (also called impact) measures what all those outcomes mean for your organization.

Examples:

• New clients or customers
  
  
• Increased revenue or market share
  
  
• Better investor confidence
  
  
• Higher employee retention or recruitment success

This is where PR connects directly to organizational growth. When your media coverage leads to new customers, increased sales, or measurable brand strength, that’s the result.

PR didn’t make the sale. But it created the trust, awareness, and credibility that made the sale possible.

Why many companies stop too soon

Most organizations measure PR by counting placements or impressions. Those are easy to track, but they don’t tell the whole story.

A story viewed by 10 million people means little if none of them remember your company’s name or message.

By focusing only on outputs, companies miss the deeper value: how PR shifts perception, builds preference, and drives real business impact.

The best PR programs don’t chase coverage. They build credibility that changes how people think, feel, and act toward your brand.

A real-world example

Imagine your company earns a front-page story in The Wall Street Journal about your innovative cybersecurity technology. That’s the output.

Readers start discussing your approach on LinkedIn and sharing your insights across industry groups. Those conversations are outtakes.

A week later, your sales team reports a spike in qualified inbound leads from companies referencing that article. That’s an outcome.

Those leads turn into long-term clients who generate millions in new annual revenue. That’s the result, the measurable business impact.

When PR is done right, every stage connects naturally to the next.

Measuring PR the right way

To measure PR effectively, you must align your metrics with your goals. Ask:

• What business problem are we solving?
  
  
• Who are we trying to reach or influence?
  
  
• How will we know if perceptions or behaviors changed?

At Axia, we follow the AMEC framework — the international standard for communication measurement — to ensure clients see how PR contributes to business growth.

That means measuring more than media hits. It means tracking trust, visibility, reputation, and relationships that convert to measurable impact over time.

The real value of PR

PR is not a one-time publicity effort. It’s a long-term strategy that compounds.

Each output — every story, post, interview, and mention — is a building block that leads to outcomes and results.

That’s why PR should never be judged only by its immediate visibility. The real return comes from the sustained reputation and revenue it creates.

When your audience knows, likes, and trusts your brand because of what they’ve seen and heard over time, that’s when PR delivers true business value.

At Axia, we help organizations measure what matters most — not just how much attention they get, but how much their reputation and relationships grow.

For more information on how we can elevate your PR strategy, explore our services today or book a one-on-one consultation.

Photo by Daniel Friday Danzor