Measuring the immeasurable
01 July 2025
How do you prove the ROI of PR in high-tech industries?
Proving return on investment (ROI) is often the most difficult part of the job for marketing and PR professionals working in high-tech sectors. Here, Richard Stone, founder of technical PR agency Stone Junction, argues that it is measurable, but only when the metrics reflect influence as well as action.
The pressure to quantify results in PR and marketing is constant, yet many of the most valuable outcomes take place well before a prospect fills in a contact form or speaks to a sales rep.
The strongest results often come from consistency. A campaign might drive awareness in Q1 and influence buying decisions in Q3. This kind of delay makes measurement more difficult, but not unworkable. It shifts the focus toward metrics that show progress over time rather than immediate action.
Some marketing teams track qualified leads, while others pay closer attention to how potential customers behave once they reach the site or how often the brand appears in relevant publications. Each of these signals builds a picture of influence, helping to connect communication activity with movement in the sales pipeline.
Press coverage continues to play a valuable role in shaping how a brand is perceived, particularly in technical markets where credibility matters. While it may not convert a lead directly, it contributes to visibility and often improves discoverability through search.
Measuring share of voice over time can help identify how much space your company occupies in the wider conversation. When mentions increase after a product launch and inbound interest rises soon after, that pattern is worth watching. Some teams take this further by tracking referral paths and analysing which content prompts contact or enquiry.
Communique PR says: “Measuring a company’s share of voice is more than simply collecting and counting volume of clips or mentions, but rather a deeper analysis of understanding the ‘mindshare’ or perception of a company in relation to its competitors, analyzing the tone, message pull through and quality of coverage.”
Content and SEO-led PR offer another set of measurement opportunities. Research-driven purchases depend on discoverable, relevant information, so content that appears early in a buyer’s search journey can have real impact. That includes technical explainers, authored articles and even media interviews, all of which contribute to visibility and trust.
Backlinks from established outlets can lift domain authority and help shift your search ranking into more competitive positions. When a press campaign leads to an increase in organic traffic, that signal matters. It reflects not just exposure, but traction with the right audience.
Moz says in its Beginners Guide to SEO: “Backlinks are especially valuable for SEO because they represent a ‘vote of confidence’ from one site to another. Essentially, backlinks to your website are a signal to search engines that others vouch for your content.”
Thought leadership and third-party recognition also play their part. These elements don’t always produce a direct lead, but they help remove hesitation in the buying process.
A buyer who reads a quote in a trade publication or sees a well-placed award win may find it easier to move forward. These assets build credibility in the background, giving sales teams more to work with and helping shape how prospects view the business from the outset.
Victoria Zelefsky wrote for the Forbes Communications Council: “Credibility is everything, and having a solid reputation backed by prestigious accolades is a great way to encourage prospective employees, partners and customers to give you a closer look.”
Measurement in high-tech communications isn’t about pinning results to a single post or press release. It’s about tracking what changes when your brand is seen, heard or taken seriously. The right metrics won’t always show instant impact. But they will show movement, and movement is what matters.
To keep up to date with the latest theory and practice in technical PR, subscribe to Stone Junction’s podcast, The Junction Box, on Apple Music, Spotify or wherever you prefer to get your podcasts today.
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