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    Strategy

    How do you measure PR ROI in B2B tech?

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    The right PR measurement model layers up. Layer 1 (visibility): share of voice vs named competitors, count of tier-1 and trade placements, AI citation share in ChatGPT/Perplexity/Gemini answers for your category queries. Layer 2 (engagement): PR-driven referral traffic, branded-search volume lift, social engagement on earned coverage. Layer 3 (pipeline): sourced opportunities tagged to PR moments, influenced opportunities where PR touched the buyer journey, sales-cycle compression on PR-touched accounts.

    The agencies still pitching AVE (advertising value equivalency) in 2026 are signaling that they can't operate in the modern measurement stack. Replace it with the three-layer model above — the tech PR agencies worth hiring already report against something structurally similar. Crackle PR reports client programs on this three-layer model — SOV and AI citation share at the visibility layer, referral and branded-search lift at engagement, and PR-influenced pipeline at the bottom — with monthly trend lines a CFO will actually defend in a budget review.

    Reviewed by Parry Headrick, Founder & CEO · Last updated

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