PR metrics are the perfect way for brands to conduct a SWOT (strengths, weaknesses, opportunities, and threats) analysis in terms of media visibility. These metrics indicate the areas that need to be strengthened, aspects to work on more rigorously, and the aspects that can be ignored. This helps brands to channelize their efforts based on needs instead of focusing on everything at a time. They also enable brands to assess the effectiveness of different PR tools for their reach and visibility.
PR metrics are effective tools for brands to know if their PR machinery is good enough i.e. if they are offering the right information at the right time if the audience chosen is relevant, is there an effective follow-up funnel, etc. Campaign-wise reports are a great way to judge your performance and figure out the areas for improvement.