pr report tour

How To Write A PR Report (Don’t Forget These Components)

Learning how to write a PR report is critical to client retention and internal stakeholder engagement.

Straight off the bat, here are a few key tips on how to write a PR report:

Start strong with valuable data.
Provide context and highlight future plans.
Prioritise impactful KPIs .
Offer an engaging format with clear navigation.
Annotate key pieces of media coverage.
Include social media highlights.
Showcase successes and upcoming projects.
Reflect on past activities and link to business goals.

When crafting a PR report, teams often forget about the importance of storytelling. It’s not just about sharing raw data or coverage metrics; it’s about weaving those numbers into a compelling narrative that truly illustrates the impact and value of PR efforts in driving business goals.

This narrative can better engage the reader and demonstrate the strategic role of PR. Without wasting any time, let’s take a look at how to write a PR report.

How To Write A PR Report (Must-Have Elements)

Hit the ground running.

Grab attention from the outset. As PR practitioners, we are aware that our clients or executives may be pressed for time. Therefore, aim to kick-start a PR report with the most impactful coverage, key metrics, and notable campaign activities.

Provide Context

Continually contextualising and reinforcing objectives is essential for a well-rounded PR report. Teams should explain the significance of the coverage, how it fits into the grand scheme of things, and how certain PR activities or metrics exhibit value and progress .

Feature The Supporting Cast

When multiple projects or strategies are in the pipeline, make sure to discuss these in the report. This is especially crucial during slow news months; it provides an opportunity to elaborate on plans and how they align with the overarching campaign strategy.

A Picture Is Worth A Thousand Words

When crafting the visual presentation of the report, present a crystal-clear message to clients in an engaging way, steering well clear of low-grade screenshots and densely packed text. Aim for a smart, consistent design that speaks volumes about the team’s commitment to results .

Measure The Right Stuff

The temptation to include all possible metrics can be strong, but I firmly believe in focusing on the most relevant PR Key Performance Indicators (KPIs). Too many trivial data points can bombard the reader and weaken the strength of the metrics that genuinely count.

Make Navigation Effortless

Top-tier PR reports are logically structured and easy to navigate. The best PR reports incorporate a table of contents, which comes in handy, particularly when a client is short on time and unable to consume the report from start to finish.

Look into The Crystal Ball

Alongside breaking down what you’ve achieved, the best reports offer a forward-looking perspective, detailing how current activities are propelling the client toward broader objectives . Clients and executives need to understand what’s coming up next and how PR initiatives are bringing them closer to key milestones.

Choose The Right Report Format

Many PR teams are leveraging digital tools like Releasd to present their work in a format that is both clear and engaging. Using Releasd , PR teams can produce next-generation coverage reports that help busy clients and executives quickly digest key campaign information.

How To Structure A Monthly PR Report

Here’s my preferred layout for a monthly PR report:

Scene Setting: Introduction & Contents

I’d recommend setting the scene by outlining the work the team has accomplished. Include a few bullet-pointed highlights for quick consumption.

Laying Out The Numbers: Key Metrics

List a few clear KPIs that are not just comprehensible to the direct client but also to their internal stakeholders. In other words, break the KPIs down in layman’s terms.

Showcasing Our Success: Coverage Highlights

If the campaign has generated a lot of coverage, display the most impactful content first, with the rest following later. This ensures that the best coverage doesn’t get overlooked by busy clients and executives that only have time to skim-read through PR reports.

Winning On Social Platforms: Social Stats

Aim to include a few key social posts in the reports. I find that this context can be useful, especially for executives who might not fully grasp how social and PR interplay.

Driving The Message Home: Key Quotes

It’s always a good idea to showcase some key quotes within the main report. These can get extracted from coverage. Highlighting key quotes helps emphasise important points that might otherwise get lost, such as a certain perception that is successfully conveyed in the coverage.

Backing Up Our Work: Supporting Content

Make a point of mentioning press releases, reports, white papers, and other supporting collateral that underline the team’s valuable background work.

Looking Forward: Learnings & Next Steps

When wrapping up the report, it’s a good idea to provide a quick update on what’s coming next. This not only helps maintain momentum but also ensures alignment across all parties involved.

Celebrating Achievements: Highlight Reel

Recognising the value of celebrating victories, big or small, include a ‘Highlight Reel’ section. This section serves as a quick recap of our best moments, be it high-profile coverage, an influencer endorsement, or a successful social media campaign.

In The Pipeline: Upcoming Projects

Transparency is vital to build and maintain trust with clients. Hence, it’s worth including an ‘Upcoming Projects’ section. This should provide a brief description of what is planned for the immediate future. This helps the client understand the campaign strategy and can build enthusiasm around the next steps.

Taking Stock: Evaluation & Reflection

Reflection is an essential part of moving campaigns in the right direction. Set aside a portion of the report for ‘Evaluation and Reflection’. In this section, look back at the successes and challenges of the month, providing honest assessments and learnings that will guide future actions.

Connecting The Dots: Mapping PR Activities To Business Goals

To reinforce the value of the team’s PR efforts, make it a point to directly tie campaign activities to business goals in a dedicated section. This helps clients easily see how campaign work is contributing to their bottom line and puts the value of PR activities on full display.

Writing A PR Report (Closing Thoughts)

Using a carefully-crafted approach and structure, PR teams can provide comprehensive, easy-to-understand, and actionable PR reports. After all, the aim of these reports is not just to inform but to demonstrate the value of PR efforts and foster strong, strategic partnerships .

Interested in exploring Releasd’s next-generation coverage reporting tool?

Book a 15-minute demo with our team today.

How to Make Better PR Reports (Six Actionable Tips)

Best practice for PR professionals looking to demonstrate the value of their work more effectively.

Can PR Metrics Truly Measure Outcomes & Impacts?

Richard Benson | MD, Releasd One of the most fiercely debated topics in PR surrounds the industry’s ability to prove

PR Report Checklist: 3 Key Steps

1. identify the goal of your pr campaign and that one essential chart, 2. use the inverted pyramid strategy, 3. prune unnecessary data from your pr report, still on the fence about the amount of data to include in your pr report, pr report templates and key pr metrics to include, basic report, advanced report, competitive analysis, sentiment analysis, branded reports, to sum up on pr reports and pr report templates, 5 pr report templates to prove the value of your work.

Iva Glavinić

Feb, 19, 2021

Reading time

A PR report is the crown of your PR campaign . It is the best way to present what you did and the results it produced. In fact, many of your clients will decide to either move forward with you or cancel your services simply by looking at your report .

Still, so many PR professionals are getting it wrong .

💡 Read Digital PR Explained: Best Strategies and Tools

There are a few reasons for this, all of which we will cover in this blog. To help you better understand what is actually important and worth reporting, we have also compiled five PR report templates you can use for your next campaign , along with a breakdown of the PR metrics included in each.

Let’s dive in!

First things first, let’s backtrack a bit and establish the foundation of your PR report . To truly present and prove the value of your work, there are 3 key steps to keep in mind:

As is often the case, quantity trumps quality simply because people tend to think more data should speak in their favor. The end goal tends to get lost in the abundance of information, the majority of which is simply not relevant, but admittedly looks nice.

In fact, there are two types of clients we’ve come across while building Determ’s custom charts . The first type wants to include as much data as possible, while the second type is the polar opposite and wants to minimize the amount of data .

For the longest time, I was the first type .

I thought that the only way clients would be able to understand the results was if I made an impressive document with 50+ charts and a detailed campaign breakdown . Something which, when printed and bound, looked majestic, almost like a scientific paper.

But my colleagues said:

If you can’t understand a chart from looking at it, it shouldn’t exist.

And they were right .

A client is interested in something that’s straightforward . Long-winded descriptions are the opposite of that.

Imagine that the client judges the success of your campaign from a single chart. What would that chart contain? Would you be wasting their time on convoluted descriptions and dozens of data points? If not, why are you doing it now ?

Before writing your PR report, think about that one essential chart that simply needs to be there. You’ll oftentimes find that your PR metrics are tied to business outcomes. For example:

1,000 sales > 1,000,000 impressions
560 pledged voters > 560 articles
200 new subscribers > 5,000 shares

The first page of your PR report should feature a short summary, ideally no longer than 2 paragraphs .

The summary should follow the traditional news reporting rule of the inverted pyramid . That means communicating the most important information at the beginning and providing less important information in the details below.

I like to start it with the end result first , and then work my way backward:

The goal was to achieve X. The campaign achieved Y. This is phenomenal because it is twice as good as we expected – oh, and also twice as good as what the competitors did. We did it with these 20-30 activities. In the next couple of pages, we’ll go into more detail about what happened and why.

Those interested in learning more can then go on reading, with a clear picture in mind of what they are seeing. Executives don’t have to. They have all the info right there.

Read Media Monitoring Reports: all you need to know

A good PR report is 90% data collection and analysis and 10% actual writing .

Say you were running an Instagram campaign for a client, which lasted for a month. You might feel compelled to include this general sentiment graph:

But does your client really need as much data, if the campaign ran only on Instagram? The chart can be replaced with a sentence about Instagram being the client’s second most popular channel after websites.

Opt instead for a chart that focuses on sentiment results from Instagram over time:

This chart tells the client everything they need to know – the number of mentions and their sentiment over time. It is focused on the campaign you were actually doing, which is far more interesting than the data shown in the chart above.

Some people will have questions about your methodology . They will want to know more about total mentions, tonality, sentiment, reach, engagement, and other metrics.

Go on, include all these graphs. Just make sure you follow the inverted pyramid rule and put them last, rather than first. Stop fearing that clients will think you didn’t do any work – in fact, the opposite is probably the truth.

Although it may sound counterintuitive, deleting half of your PR report will likely result in instant improvement. By doing so, you focus on the actual results , and not the fluff surrounding them. Moreover, it saves everyone’s time, and that in itself is something we can all appreciate nowadays.

Now that we have gone through the basics, let’s delve a bit deeper into PR report templates and PR metrics to look out for. They are a clear overview of your media monitoring data, all in one place, curated specifically for your goals and needs. Usually, PR reports contain data about:

ongoing campaigns,
brand reputation ,
crisis management ,
competitors,
strengths and weaknesses,
influencers,
customers…

But, as we previously mentioned, not all of this data might be necessary to include. Yet, if you need a PR report template that covers the majority of this information, you can turn to Determ’s predefined reports .

The Basic report, Advanced report, and Competitive analysis are templates that fit the majority of reporting needs and goals, while also catering to the specific focus of your efforts.

But, to truly utilize the potential a great PR report template can unlock, we advise you to look into customizing the content and look of your PR reports .

You can either customize existing templates to tailor them for your needs or start from scratch and create something truly unique. The latter will be demonstrated in the next section, so let’s start exploring various PR report templates you can use for your next campaign!

The Basic report , as the name suggests, contains a quick overview of some basic metrics. It includes data about the number of mentions, total impressions, sources, and sentiment. Additionally, there is a Locations chart and a simple Word Cloud.

PR metrics in the Basic report

Let’s take a look at some of the PR metrics contained in the Basic report:

NUMBER OF MENTIONS & TOTAL IMPRESSIONS

The Number of mentions and Total impressions are pretty self-explanatory PR metrics. Both show a number of mentions or estimated impressions in a chosen timeframe. Below the mentions or impressions count, there is a small percentage indicating the increase or decrease in comparison to the previous period.

For instance, if you’ve chosen to see the report for this month, the previous period would be the month prior. The data is an aggregate of all your mentions in the selected time period, all of which you can view by clicking on any of the numbers.

ALL SOURCES

Next, there is the All sources chart. This chart shows all the sources from which your mentions were pulled, as well as the share of each source.

To see the share of each source, hover your cursor over the source – this will enable you to see the exact number of mentions from that source, as well as its percentage. When you click on a specific source, a new window will pop up in which you can see all the mentions from that source.

The great thing is, having the share of mentions from each source will enable you to identify which channels your target audience uses to talk about your topic. And since you have this information at your disposal, you can create a strategy that focuses on those channels the most, without second-guessing or spending your budget testing various channels.

MENTIONS OVER TIME

The Mentions over time graph shows how your mentions performed over the selected time period. The number of mentions might be relatively constant or fluctuate, in which case you’ll probably see a lot of peaks and drops. Clicking on them will open a new window in which you can see all the mentions from that day and potentially identify what caused such an increase or decrease in mentions.

Once again, the previous period is shown in the form of a broken line, so you can easily compare how your mentions are performing over time.

SENTIMENT ANALYSIS AND SENTIMENT BY SOURCES

The sentiment analysis graph shows the ratio of the positive, negative, and neutral sentiment of your mentions, while the Sentiment by sources shows how that sentiment is distributed on various sources. Basically, it’s an overview of how your audience feels towards a certain topic, and more specifically, how the sentiment differs based on the source.

The automated sentiment analysis is based on the positive and negative sentiment of the expressions used in the text of the mention. If one sentiment prevails over others, the tool will allocate the matching sentiment. In case there aren’t any relevant differences, neutral sentiment is assigned.

By hovering the cursor over the sentiment (e.g. positive sentiment, the green piece of the pie chart), you can see exactly how many mentions were in a positive tone (both the total number and the percentage). Clicking will once again open a new window with positive mentions only.

The Locations chart is a map showing the countries from which your mentions originated, as well as the total number of mentions per country. The darker blue the country is, the more mentions came from it.

By hovering the cursor over a country, you can see the total number of mentions that came from it. You can zoom in on the map (click on the plus (+) sign) and zoom out (click on the minus (-) sign). Again, as was the case with the previous charts, you can click on a country to see a list of all mentions that came from it.

Finally, there is the Word cloud chart. Word cloud shows you the context in which your topic was mentioned the most, that is, the words that were mentioned the most alongside your topic.

The size of the word increases proportionally to the number of times it was mentioned. The more the word was mentioned, the bigger the word in the word cloud and vice versa: the less the keyword was mentioned, the smaller the word.

The word cloud can be a great source of inspiration for creating content, titles, and campaigns, as it shows you what are people looking for when mentioning your topic.

If you need a detailed analysis of your data, click on the Advanced report . The Advanced report contains a breakdown of the most important metrics. In addition to the data found in the Basic report, here is where you’ll find the Mentions over time by source chart, Top influencers dashboard, a complete Sentiment analysis, Top Languages, and Top Locations charts.

PR metrics included:

Mentions over time by source.

The Mentions over time by source chart shows how your mentions performed over the selected time period for each specific source.

You can easily exclude a source from the chart by clicking on that source’s name on the top of the graph. You’ll know a source is excluded from the graph when that title turns grey, and the line representing the is no longer seen on the chart. To include the source, click on that source again.

POSITIVE-NEGATIVE SENTIMENT RATIO

Once again, we’re looking at a sentiment chart. This one shows the ratio of positive and negative sentiment.

TOP INFLUENCERS BY NUMBER OF MENTIONS

The Top influencers by number of mentions is the first chart in the Influencer dashboard. This is a list of the top 10 influencers who mentioned you the most. On the left are influencers, and on the right, the number of times an influencer has mentioned you. If you click on an influencer, a window with a list of all their mentions will pop up.

TOP INFLUENCERS BY SOURCE

Secondly, there is the Top influencers by source chart, indicating who mentioned your topic the most on each source. The list of influencers is separated into columns – each column corresponding to one source.

TOP INFLUENCERS BY REACH

Just below, there is the Top influencers by reach chart. This list shows the influencers whose mentions had the biggest reach for each source individually. It is separated into columns – each column corresponding to a source. On the left of each column is the influencer, and on the right is that influencer’s reach.

TOP LOCATIONS AND TOP LANGUAGES

Moving on further, the locations and languages charts await. Other than the Locations map explained earlier, the Advanced report also contains the Top locations and Top languages charts.

The Top locations chart is a list of the top ten locations by the number of mentions. In other words, it shows you a list of the countries that produced the most mentions for your topic. By clicking on a country, you’ll open a window with a list of all mentions from that country.

Likewise, the Top languages is a list of the most frequent languages on which your mentions were published. If you click on a language, you’ll open a window with a list of all mentions published in that language.

The locations and languages charts are great indicators of how popular your topic is in a certain market. It might even help you choose a new market you might spread your brand presence.

SENTIMENT OVER TIME

In addition to the previously mentioned sentiment charts, the Advanced report contains the Sentiment over time as well. This graph shows positive, negative, and neutral sentiment over a selected period of time. Thus, you can see how the sentiment shifts and which sentiment prevails over time.

TOP INFLUENCERS BY SENTIMENT

The final chart that differs the Advanced report from the Basic is the Top influencers by sentiment , also the final chart forming the Influencer dashboard. It is a list that shows the influencers that mentioned you the most in positive and negative sentiment.

There are two columns – one column is for positive sentiment, the other for negative. If you click on an influencer, you’ll be able to see a list of all their mentions in the window that pops up.

And there you have it – we’ve covered the Basic and Advanced report. The third predefined dashboard to cover is called the Competitive analysis.

Competitive analysis is used when you want to compare two or more topics. It enables you to benchmark and gain competitive insight. That way, you can learn all about the strengths and weaknesses of a brand, product, market, and many more.

PR metrics included in the Competitive analysis

Share of voice.

The first one is the Share of voice. Share of voice acts as a measure of reach , and as such shows the share of exposure for selected topics . This graph shows the ratio of mentions between selected topics.

TOTAL MENTIONS PER CHANNEL

This graph shows the number of times each selected topic was mentioned on a particular channel. This way you can compare topic’s mentions across channels.

SHARE OF IMPRESSIONS

The ratio of impressions for selected topics is shown in the Share of impressions chart. It indicates the share of estimated reach each topic had out of the total number.

TOTAL IMPRESSIONS PER SOURCE

The Total impressions per source graph compares the distribution of impressions across sources for selected topics. It’s a great way to identify which channels had the biggest estimated reach per topic.

MENTIONS OVER TIME FOR MULTIPLE TOPICS

If you want to learn how your mentions are performing over the selected time period for each specific topic, check out the Mentions over time for multiple topics .

TOP INFLUENCERS

The Top influencers graph shows the top ten influencers for each selected topic. Those are the influencers that mentioned a topic the most. You can see the influencer on the left of this graph, and the number of mentions per influencer is on the right.

Using this chart, you can compare which users and media mention you and your competitors the most, and then compare if and how they differ. You could even contact the influencers that mention your competitors, but not you and try to pitch them your product and its benefits. Who knows what opportunities might come out of this?

NUMBER OF MENTIONS PER SENTIMENT

The Number of mentions per sentiment graph shows the distribution of the positive, negative, and neutral sentiment for each selected topic. It is an amazing way to generally compare the context in which both you and your competitors are mentioned respectively, as well as the amount of each sentiment category.

MENTIONS BY CHANNELS

And to check the sentiment for each topic in even more detail, use the Mentions by channels chart. It shows the distribution of mentions for each selected topic across different channels so you could see exactly compare how the audience reacts to each topic on a specific source.

You might find your content is well received on the web but is not so well spoken of on Twitter, where, on the other hand, your competitor is thriving. This is a good starting point in reevaluating your strategy and adjusting the elements that might be lacking in performance.

The Sentiment analysis is an example of a fully custom PR report template you can create in Determ. If you need only specific information, you can curate your own dashboard and then add graphs and charts that are the most relevant to you.

Here’s how it looks:

As you can see, I’ve simply compiled the charts that I find would be the most interesting if I wanted to report on sentiment only.

You can choose, edit and arrange the charts as you wish. That way, you can completely tailor the report to your needs and goals to get the right message across.

You can also customize the visual aspect of your report. Check out our blog on Branded reports to see how you can achieve this:

We’ve updated our brand reports with the option to fully customize them and create Branded reports with your own logo, color scheme, title, and so much more . It’s a great way to share data with your colleagues, team leaders, or clients, all while staying consistent with your brand image and visual identity.

Read 8 Ways Determ Can Help in Creating PR Reports for Your Boss

This feature helps you inform internal and external stakeholders about relevant online content. Curate a list of articles and posts from your Determ Feed and distribute it to your team, clients, or partners as an email newsletter.

With this new feature, you can:

Share the latest media coverage about your company
Highlight reactions to your campaigns , products, or services
Showcase your company’s content from the web and social media
Keep everyone posted about your competitors and industry trends
Select a list of articles or posts by any criteria of your choice.

As we established, PR reports are the crown of your work and the greatest way to prove the value of your efforts.

And while traditional data-packed reports are visually attractive, don’t get deceived by the thought that you actually need to report on all that information. For that reason, we’ve written about the three key steps to keep in mind when preparing your report, as well as a number of PR report templates and their PR metrics.

Feel free to use them and let us know what custom PR reports would you like to (re)create.

Interested in finding out how your brand performs? Use Determ to find out.

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The Perfect Template for Your PR Report

Introduction

Are you looking for a template to make your next PR report? We created one, and you can freely use it to report on any PR campaign.

Follow this link to download your copy .

The template is a powerpoint that contains four different pages:

Read on for a breakdown of how you can edit each page to create your own PR report.

On the cover replace the default image with one that illustrates your campaign. There is no single best image, but your selection should meet two criteria. It has to make the presentation look professional, and should be relevant to the project & client.

For example, a port when you work with a logistics company, or a team picture when your client is a professional sports team. If the report is for a B2C client, you can probably leave the default cover image.

What if you do not have a suitable cover image? Ask your client. They probably have plenty of pictures and illustrations you can use. Alternatively, you can find a great image on a site such as Unsplash .

The summary page provides an overview with results of your PR campaign. To get the numbers you have to fill out on this page of the template, add the readership, coverage views and social shares of all your earned media.

Although it is the second page of the template, it is the last one you should use when creating your report. Start with the clip pages. Once you have all the information about the clips, you can add everything up and fill-out the summary page.

Before doing anything else, make a bunch of copies of the clip page. You need a new slide for every piece of earned media.

Once you have created all the clip pages you need, add the article title, publication date, coverage views, readership, social shares and other relevant information.

Not sure where to find all the data to fill out the template? We have a guide for that :-) In this post we explain where to find all the information you need for a PR report .

This is the page that will take least of your time. You can leave it as it is in the template, or update the text and image with one that better suits your presentation. Something personalized in your own language instead of a boring “thank you”.

We hope this template and explanation will help you create your pr report fast!

Would you like another type of template for public relations? Reach out to let us know. We might create it for you.

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PR Reporting – How to Use Data to Get Better Results [+ 3 Examples]
Intelligent Insights Blog

You’ve got the public relations strategy in place.

But how do you know if your efforts are paying off? How do you know if your existing PR reporting strategy is accurate and consistent?

By analyzing key metrics and data, PR reports help you gauge the impact and effectiveness of your PR strategies and efforts.

A PR report isn’t just about numbers and graphs.

It guides strategic decisions and connects creative storytelling to measurable outcomes.

The ability to dissect, analyze, and interpret PR data separates the ordinary from the extraordinary.

That’s why this article explores the importance of PR reporting, the impact it has on decision making, and what you need to know to do it right.

Here’s what you’ll find:

What PR is PR Reporting?
Types of PR Reports
What Goes Into PR Reporting
Basic PR Reporting Skills
The Best PR Reporting Tools
Examples of PR Reporting

Not sure how to get started with PR reporting?

Let us help! Book a consultation with a PR expert, and we will help you set up a PR report that best showcases your results.

What is PR Reporting?

Let’s start with the basics.

What is PR reporting?

PR reporting is the process of analyzing and evaluating the impact and effectiveness of your PR campaigns. It involves measuring and tracking various metrics and data points, including reach, engagement, and performance. You’ll gain insight into the success of PR strategies and your return on investment (ROI).

PR reporting activities include:

Monitoring media coverage.
Analyzing social media metrics.
Tracking website traffic.
Measuring brand sentiment.
Evaluating the impact on key performance indicators (KPIs).

Here’s an example of a media coverage report from Preston’s dashboard:

Why is PR reporting important?

PR reporting helps you quantify the value and ROI of your PR activities. That’s crucial if you want to do the following:

Justifying PR Budgets
Demonstrating Success to Stakeholders
Informing Future Decision Making
Being Accountable and Transparent
Seeing Continuous improvement in PR Efforts

PR reports showcase the impact of PR activities to stakeholders, including clients, executives, and investors. It allows you to present tangible evidence of how your PR efforts have contributed to the organization’s goals, such as increased brand visibility, improved reputation, or higher customer engagement.

Want to know how much you should spend on PR? Check out our article: How Much of Your Marketing Budget Should You Really Spend on PR? It’s A Lot Less Than You Think

6 Types of PR Reports for Effective PR Reporting

There are several types of PR reports that can provide valuable insights and metrics.

The most common for effective PR reporting include:

Monthly Reports : These reports provide a monthly snapshot of PR activities and outcomes. They typically include key metrics, media coverage summaries, social media engagement data, and any notable PR initiatives or campaigns.
Quarterly Reports : These reports provide a more comprehensive overview of PR efforts and results over a three-month period. They often include a summary of media mentions, PR campaign highlights, KPIs, and PR strategies and their effectiveness.
Annual Reports : These reports offer a comprehensive review of PR activities and achievements throughout the year. They typically include an overview of major PR campaigns, media coverage analysis, stakeholder engagement, brand reputation highlights, and future PR goals and strategies.
Campaign Reports : These reports focus specifically on the outcome of a particular PR campaign or initiative. They provide insights into campaign objectives, target audience reach, media coverage, social media impact, and overall campaign success or areas for improvement.
Analytics Reports : These reports dive deep into data-driven insights and analytics to measure a PR campaign’s effectiveness. They often include metrics such as website traffic, audience demographics, social media engagement, and other relevant KPIs.
Crisis Management Reports : These reports document the handling of a PR crisis, detailing the steps taken, strategies implemented, and outcomes achieved. They often include a timeline of events, crisis response evaluation, media monitoring, and lessons learned for future crisis management preparedness.

What Goes Into PR Reports?

PR reporting involves various elements that help assess the effectiveness and impact of PR efforts. Here are some key components typically included in a report:

Key Performance Indicators (KPIs)

KPIs are measurable values that demonstrate the success of PR activities.

They provide measurable metrics that allow you to track your PR campaign’s impact.

Media impressions metrics are great KPIs for measuring your PR efforts. They’re the number of times your PR message is potentially seen or heard. It allows you to assess the effectiveness of your PR campaigns in terms of generating visibility and creating awareness.

For example, they can include the number of media mentions, the reach and engagement of press releases, the increase in website traffic, or the growth in social media followers. KPIs also provide insights into audience engagement, brand visibility, and campaign performance.

Social Media Analytics

Social media analytics allow you to monitor social media campaign performance. That includes reach, impressions, and engagement. It also provides valuable insights into your audience’s demographics, behaviors, and preferences. This can help you tailor your messaging to resonate with your audience, resulting in higher engagement.

Website Analytics

Website analytics allow you to track and measure KPIs such as website traffic, visitor behavior, and conversion rates. It also provides valuable insights into your website visitors, including demographics, geographic location, and browsing habits. This helps you better understand your target audience and tailor your PR marketing efforts accordingly.

Share of Voice

Share of voice is a crucial metric in PR reporting, as it provides valuable insights into the effectiveness and impact of your PR efforts. It measures the proportion of media coverage you receive compared to your competitors.

A high share of voice indicates a strong presence in the media landscape, which can lead to increased brand recognition, credibility, and trust among target audiences.

Monitoring share of voice over time allows you to track the impact of your campaigns and initiatives, enabling you to make data-driven decisions and optimize future PR efforts.

Here’s an example of share of voice:

Brand A has achieved a significant share of voice on social media platforms. Their brand gets mentioned or featured in 50% of the relevant content consumed by their target audience.

PR Campaign Analysis

PR campaign analysis plays a crucial role in PR reporting, serving as a vital tool for measuring your PR campaign’s effectiveness and success.

It allows you to evaluate the impact of your efforts, gauge the reach and engagement of your target audience, and determine the ROI of your activities.

Visuals and Data Presentation

Visuals and data presentation play a crucial role in PR reporting, as they enhance understanding, engagement, and impact.

Visuals such as graphs, charts, and infographics can simplify complex data and make it easier to comprehend.

These visual representations not only simplify information, but also help readers retain information for a longer period. Additionally, visuals can evoke emotions and create a lasting impression, allowing PR reports to leave a lasting impact on stakeholders.

Want a deep dive on which PR metrics to include in your PR reports? We’ve got you covered! Check it out here: 10 Key PR Metrics You Must Measure to Gauge Success

What are Basic PR Reporting Skills?

You’ll need certain skills to effectively measure and communicate the impact of PR efforts.

These skills involve gathering, analyzing, and interpreting data to provide meaningful insights and actionable recommendations.

Some key skills that go into PR reporting include:

Measurement Framework : This is a structured methodology used to define and organize KPIs. These KPIs measure the success and effectiveness of your PR efforts. Measurement frameworks are great for selecting, tracking, and analyzing relevant data points.
Data Analysis : Data analysis is the process of inspecting, cleaning, transforming, and modeling data. This data can come from various sources, such as media coverage, website traffic, social media engagement, and surveys. It’s often used to extract meaningful insights.
Reporting Tools : These are software or applications that help collect, analyze, and present data visually. Proficiency in using PR reporting tools is necessary to streamline data collection, analysis, and reporting processes.
Storytelling : Storytelling is the strategic use of narratives to communicate your message. It involves translating data into compelling stories that showcase the impact of PR efforts. It also highlights successes, challenges, and opportunities.
Continuous Improvement : Continuous improvement is the ongoing effort to enhance and optimize your PR strategies. It involves seeking feedback, learning from past reports, and improving PR reporting processes. The goal is to enhance the effectiveness and relevance of your measurements.

Not sure how to draw insights from PR analytics? Then you’ll want to check out our guide. Read more here: 7 Step Guide to PR Analytics: Unveiling Insights for Strategy Enhancement

The 8 Best PR Reporting Tools for Various Data Points

There are several effective tools available that can help streamline and enhance PR reports. Below, you’ll find a list of the most popular options.

Google Analytics

Google Analytics provides data and metrics that can help you:

Track web traffic, user engagement, and audience behavior.
Gain a deep understanding of how your target audience interacts with your website.
Track referral sources, user demographics, and conversion rates.

This data can then be used to create comprehensive and data-driven PR reporting, demonstrating the value and impact of PR efforts to clients or internal stakeholders.

Sprout Social

Sprout Social allows you to track and analyze your PR campaigns on social media, measure brand sentiment, and monitor media mentions in real time. Its robust reporting capabilities allow you to generate comprehensive reports that showcase the impact of your PR efforts, providing valuable insights into audience engagement and sentiment.

Piktochart is an intuitive and user-friendly online tool that allows you to create visual content. This includes infographics, presentations, and reports. It comes with a variety of customizable templates, icons, images, and fonts. Piktochart empowers you to communicate your ideas and data in a visually appealing and engaging way.

Piktochart is a great tool for making your PR reports visually appealing and easy to understand. It can enhance your storytelling and allow you to connect with your audience.

talkwalker social listening and pr reporting tool for social metrics

Talkwalker provides comprehensive insights and analytics to help you measure your PR impact. With Talkwalker, you can track and analyze media coverage, social media mentions, and online sentiment to gauge the success of your PR campaigns.

The platform offers real-time monitoring and customizable dashboards, allowing you to easily visualize and share data with stakeholders.

With advanced features like competitive benchmarking and influencer identification, Talkwalker empowers you to make informed decisions and optimize your PR strategies.

mention media listening tool for pr reporting

Mention enables you to track and monitor all of your media mentions in real time. This allows you to stay on top of your brand’s reputation.

Its advanced analytics provide valuable insights into the reach, sentiment, and impact of every mention, helping you gauge the success of your PR campaigns.

Mention also gathers all your data in one place, simplifying the PR reporting process. With customizable reports and easy-to-understand visualizations, you can quickly create professional PR reports that impress stakeholders.

With its user-friendly interface and customizable features, Microsoft PowerPoint allows you to effectively communicate your PR data and insights to stakeholders. By using PowerPoint’s visual elements (e.g., graphs, charts, and images) you can present complex information in a clear and engaging manner.

Additionally, PowerPoint offers various formatting options, allowing you to create a cohesive and professional-looking report. This makes it easier for stakeholders to follow along and understand your key messages.

With just a few clicks, you can use Canva to design eye-catching visuals that effectively communicate your PR achievements, campaign insights, and media coverage.

From attractive infographics to engaging charts and graphs, Canva offers a wide range of templates and customization features to fit your specific PR reporting needs.

With Prezi , you can create dynamic and visually engaging presentations that will captivate your audience and effectively communicate your PR data.

Prezi offers a variety of features that can enhance your PR presentations. That includes fluid zooming and panning, as well as interactive charts and graphs.

Pro Tip: Don’t want to cough up the cash for PowerPoint? Google Slides is free and works just as well, giving you many of the same features and options. Google Slides is also shareable.

Want a full list of the best PR tools for 2024? We’ve got a list that should have everything you need! Check it out: 10 Best PR Tools That You Should Know About

3 Examples of What to Include in Your PR Reports

ByteMe Technologies Achieves Record-breaking Media Coverage for New Product Launch Generated over 200 media mentions across print, online, and broadcast platforms. Secured coverage in top-tier publications such as Forbes , The Wall Street Journal , and TechCrunch . Reached an estimated audience of 5 million through media placements. Garnered positive sentiment in 90% of media coverage, highlighting the excitement surrounding the product launch. Increased brand visibility by 50% compared to previous campaigns. Non-profit Organization – The Generosity Gurus – Drives Awareness and Donations Through Strategic PR Efforts: Organized a successful press conference that attracted major local news outlets, resulting in prime-time television coverage and front-page newspaper features. Implemented a targeted social media campaign, resulting in a 200% increase in online donations. Secured speaking opportunities at industry conferences, reaching key stakeholders and potential donors. Collaborated with influencers and bloggers, resulting in widespread online coverage and increased engagement. Achieved a 40% increase in website traffic and a 30% boost in overall donations compared to the previous year. PR Campaign by The Wacky Shop Boosts Sales and Enhances Brand Reputation Launched a creative and eye-catching PR campaign that gained significant traction on social media, with over 10,000 shares and likes within the first week. Collaborated with local influencers who endorsed the brand, resulting in a 25% increase in foot traffic to the stores. Secured media placements in lifestyle magazines and influential fashion blogs, leading to a 15% increase in online sales. Implemented a crisis management strategy during a product recall, effectively mitigating negative publicity and maintaining brand trust. Achieved a 20% increase in overall sales and improved brand reputation among consumers.

Key Takeaways

PR reporting should embrace data and analytics to provide meaningful insights. It should track media impressions, reach, engagement, and sentiment analysis. You can use these metrics to measure the impact of your PR efforts. Plus, you can demonstrate the value these metrics bring to your brand or organization.

When presenting PR reports, it’s important to communicate key findings in a clear and concise manner. Use visuals, charts, and graphs to make the data more digestible. Focus on highlighting the most significant results and trends. This will effectively convey the story behind the numbers.

PR reporting should always tie back to your objectives. By aligning PR metrics with your goals and KPIs, you can demonstrate the success of your PR efforts. This helps build credibility and ensures that PR efforts align with your overall strategy.

Still not sure how to get started with PR reporting? Let us help! Simply book a free consultation with us to get expert insight into how to start or improve your PR reports.

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Method to the Madness: How to Plan a Press Tour (And Execute It Perfectly)

By BLASTmedia

January 24, 2013

B2B SaaS Industry Insights

Because of the fast-paced nature of news, journalists need to absorb information quickly and efficiently—picking out the high points of a pitch or press release via email or a phone call and reporting in a flash! It isn’t every day that a respected journalist at a top-tier outlet reserves time out of his or her day to sit down with a brand to hear all of the details about a new product or service. But with some products or services, this does happen—during press tours, one of the jewels in the crown of a strategic PR plan .

During a press tour, a brand receives face-to-face meetings with the press in order to provide a hands-on look and real-time presentation on what the company has to offer to consumers. For example, check out Senior Account Executive Kiersten Moffatt below as she enters the New York Times offices as part of a press tour for one of her clients.

As PR professionals, it’s our responsibility to secure those crucial face-to-face meetings with press when our clients have important new offerings. Getting a journalist at an outlet like the New York Times , Engadget , Real Simple , or Bloomberg to invite your client to meet is not an easy task. Managing a press tour requires plenty of preparation and an eventual skilled execution from a public relations team to pull it off. Here is a quick checklist to guide you through how to plan a press tour, prepare for what will happen once you’re there, and execute it perfectly for your clients.

Planning a Press Tour

If you and your client have agreed that a press tour is an ideal way to showcase what’s next in your client’s product or services lineup, it’s time to get organized. Lay a firm foundation for the impressive coverage that’s to come by following these steps.

Determine your audience. Determine the appropriate audience(s) for your announcement. If your client’s product is an iPhone app or a tablet case, for example, don’t just assume that the only correct fit is technology outlets. The product may also be relevant to national news, women’s, men’s, outdoors, or parenting outlets, to name a few. Take your time considering all of the relevant options and what will truly benefit your client.

Give yourself two weeks. From experience, our team at BLASTmedia has determined that pitching for a press tour two weeks prior to the tour dates is ideal. A month or so prior to the date is too far in advance for coordinating with press schedules and allows too much time for schedules to adjust prior to the tour dates. It’s a hard two weeks of pitching, but allows you to pitch at the most effective time, instead of spinning your wheels too far in advance.

Pitch in tiers. It isn’t always easy to know what kind of response you’ll get, so be sure to separate your press list into tiers, starting with top-tier and highly targeted outlets and working your way down. This formula also allows you to have a clean, open schedule for your most sought after meetings. No one wants to haggle with an outlet like the Huffington Post about timing!

Pick up the phone. Begin the relationship on a more personal level and pick up the phone to pitch for a press tour. It’s often hard, if not impossible, to truly portray the coolness of some products or services over email. Phone pitching allows you to “get real” with the press and tell them why it would work for them and their audience. Plus, you are more likely to establish a connection over the phone, making it easier to portray your message and learn what would be mutually beneficial for both your client and the journalist.

Preparing for a Press Tour

You’ve already done a lot of the grunt work by setting a framework for when the press tour will be and what your goals are. Make sure to follow these tips for the rest of the preparation process.

Schedule smart. Before setting definite times with any meetings, double check the location of the meeting to ensure that you have enough time for travel. Consider how long each meeting is expected to last and use several online map estimates to determine how much travel time is needed. Schedule to your advantage wherever possible.

Supply a briefing book. Clients want and need to know about the journalists and outlets with whom they’ll be meeting. Preparing your client for a press tour isn’t just about media training. Your clients needs to feel secure and confident about each journalist that he or she is meeting. Include all relevant information about the outlet and journalist, contact information, and any details that should be easily referenced before or after a meeting.

Know where you are going. Timing and travel can get crazy during a press tour. In many cases, your team will be in and out of cabs, up and down elevators and checking in at front desks with heavy-duty security. Have each address, including cross streets, both in written form and logged onto your phone. Being able to quickly yell the location of your next meeting to the cab driver saves you time and gets you to your next big meeting in a timely fashion.

Executing a Press Tour to Perfection

You’re there! Your plane has landed, your client is ready to cover the high points of his or her product, and the journalist is ready with ears open and laptop handy to take down all the details. Here’s what to do once you’re on the ground at a press tour.

Introduce your client. Introductions may seem small, but they are key in kicking off the meeting on the right foot. After shaking hands with the journalist, immediately introduce your client so they can begin building a relationship for the remainder of the meeting. Before the first meeting, ask your client how they prefer to be introduced. Is it important that you mention their title? Is there any other professional or biographical information they would like you to mention during the introduction?

Make it relevant. When relevant, chime in to suggest various angles where the product or service would fit. Make sure your suggestions are relevant to the outlet and what the journalist covers at that publication. If the outlet has a specific section that is right up your client’s alley, reference it to show that you are both familiar with the publication and were thoughtful in scheduling the meeting.

Ask questions, take notes. When something is unclear, speak up. Feel free to ask relevant questions where applicable during the meeting and, more importantly, take diligent notes. It’s going to be your job to follow up with these contacts when you’re back in the office, so be sure to have ample information to reference.

Leave a press kit. Prepare an electronic press kit with images, a press release, and any additional information on your client and any upcoming announcements. Leave the press kit and your business card with each journalist you meet to ensure that they have what they need to promote the brand.

If you are interested in learning more about how a press tour can benefit your brand, contact BLASTmedia’s Lindsey Groepper . Read more of our helpful PR tips to add even more depth and creativity to your current PR plans.

About The Author

Established in 2005, BLASTmedia is the only PR agency in the US dedicated to B2B SaaS, representing companies from growth-stage to publicly traded. BLASTmedia understands the unique challenges associated with scaling a SaaS business and uses media coverage and thought leadership campaigns to impact four primary pillars: investors, employees, partners, and customers.

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How to (and how we) report on public relations activities, metrics, and results

August 24, 2018

Our PR firm’s process for reporting public relations campaigns

Most PR firms and PR departments report as frequently as quarterly. Some report as frequently as monthly. Axia Public Relations reports progress each week, month, quarter, and year, because we know that regular communication assures our clients that we’re actively developing results for them.

Here’s how Axia reports progress to clients.

Weekly

Activities

Report: Weekly PR Activities Report

Agency point of contact (and potentially his or her manager too)

Presented every Friday
Typically via email
Lists the completed activities for the week
Shares the anticipated activities for the following week
Activities: Things we do to plan and produce communication (Examples include researching, planning, designing, writing, copy editing, reviewing, ideation sessions, and other actions to prepare and complete communication)

Monthly

Metrics

Report: Monthly PR Metrics Report

PR and marketing department leaders

Presented at the end of each month
Typically via a screen-share session, phone call, or in-person meeting
Sent as a PDF, so it’s shareable with other team members
Typically includes activities and outputs
Outputs: The content, materials, and messages that we distributed publicly, and the extent to which your target audiences received those messages

Quarterly

Results

Report: Quarterly PR Results Report

Head of communications, CMO, and potentially the CEO

Delivered at the end of each business quarter
Presented in person or via video conference by Axia PR team
Presented as PDF, so it’s shareable
Includes: outputs, outtakes, and outcomes
Outtakes: What audiences do with and gain from your communication
Outcomes: Effect that your communication has on audiences

Annual

Executive

Report: Annual PR Executive Report

CMO, CEO, board, investors

Delivered at the end of each year or program end date
Includes: outputs, outtakes, outcomes, and impacts
Impacts: The business results that stem from communication

Campaign

or Project

Report: Campaign and Projects Reports

Marketing manager, CMO, CEO, board, and investors, depending on campaign’s scope and investment

Delivered at the end of the PR campaign
Sent as PDF, so it’s shareable
What’s included is dependent on the campaign’s specific objectives. It may include:

Are your PR firm’s reports impressive? If not, maybe it’s time to cut ties. Download Axia Public Relations’ complimentary e-book “ How to Fire Your PR Firm ” and stop yawning while reading worthless AVEs and vanity reports . Find a PR firm that reports, measures, and evaluates on numbers that matter to you and your organization consistently.

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Topics: measurement

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How to Write a PR Report?

Table of contents.

PR professionals need a robust and affordable way to present the results of their work. Did all the press releases bring the desired impact? Did reaching out to influencers bring any substantial value? Did you achieve your PR KPIs? Here’s everything you need to know about PR reports.

The bottom line is simple — you must prove the value of your work to your supervisors. Are the numbers growing? Is your work affecting the company bottom line? This information is crucial for your CEO, CMO, and other PR pros you work with.

The solution? A PR report!

an illustration showing a woman online shopping

Reporting will help all PR professionals graphically present the ROI of your work. The business results are important metrics for C-suite, so it’s important to show the right numbers in a comprehensive way.

You have to collect the data and analyse it by yourself. Right PR reporting tool will help you succeed.

In this post, we will discuss the most efficient way to create a PR report. Hopefully, at the end of this read, you will be able to prepare an informative PR report that will bring your communications efforts to the next level.

That’s what’s ahead of us today:

PR report framework

Public relations software

PR reporting metrics

Pr report elements, pr report best practices, write your pr report.

A report is a fundamental part of the PR industry. A well-researched and well-written PR report will help you make more insightful business decisions. It’s important to produce PR reports at timely intervals, so you always have an overview of your current situation.

The type of reports depends on the target audience. Managers or clients needs a different type of PR report than the board of directors or investors.

Monthly reports

You should prepare monthly public relations reports for your direct supervisor or manager.

Monthly PR reports will give you a general overview of the current situation of your brand. You can examine the effects of your work on the spot and adjust your activities accordingly. You can also reallocate your resources to the plan that brings the desired results.

Quarterly reports

Quarterly reports are an interesting read for your VP, CMO, or Senior PR professionals.

If the monthly report is a test, then the quarterly PR report is your end score. Quarterly reports will help you defend your results. You will be able to pinpoint the correlation between the dollars spent on your PR campaign and specific business outcomes. Even if you engage in activities that didn’t directly link to sales, you can explain the benefits to the brand you manage.

Use Brand24 to write your first PR report!

Annual reports

Annual PR reports contain information important for CEOs, the board of directors, or investors.

Annual reports are one of the most important PR reports you have to prepare. Your boss will make budget decisions based on the data you include in the annual report. If you need money for additional tools, new team members, or other resources, you should indicate it in the report. Don’t forget to mention the expected outcome of the spending.

Campaign PR reports

You should prepare campaign reports for your direct supervisor or CMO. The audience of the report depends on the size of the campaign.

Before you launch a public relations campaign, you need to define your goals. Your report will state whether you achieved your goal and what you should improve before the next campaign.

Crisis report

Every brand is prone to crisis. Crisis management is an opportunity for PR managers. Thanks to the PR crisis report, you can show how your department helped minimise the damages, changed the narrative and protected your brand reputation.

The best public relations software

Before you start any public relations campaign, you need to find the right public relations software.

An ideal tool will collect the data in real-time from various sources, including Web and social media platforms. Moreover, the media monitoring tool should provide insights into your marketing and communications department could use to improve your existing public relations campaigns.

I strongly recommend using a media monitoring tool, for example, Brand24, one of the most robust and affordable tools on the market.

Start media monitoring! Create your free project (no credit card required)

Implementing a social listening tool into your marketing and communications tool stack will have many benefits. Let’s take a look!

Alternatively, try one of these PR monitoring tools .

Public relations analytics

Many public relations software will automatically analyse the collected mentions. A robust analysis section will save you a lot of time, make the results of your PR campaigns more manageable, and will bring your public relations efforts to the next level.

What should the perfect PR analysis contain?

the volume of mentions
reach, both for social media and Web sources
the context of the discussion
fully customisable PDF reports
comparison of two or more media monitoring projects

a print screen showing metrics you can include in your PR report

PR data sources

Apart from the analysis part of the results, you need to take a look at the sources of the data.

Some PR tools will focus on social media channels, others will cover only Web sources. In my opinion, you should get data from all the sources, so that your marketing and communication could make the most informed decisions possible.

What results will Brand24 provide?

major social media platforms, including Facebook, Instagram, Twitter, Twitch, TikTok, and YouTube
publicly available Web sources
newsletters
review sites

Discover automatic PR reports! Start your free trial

As you can see, Brand24 covers all media sources. This set of media monitoring data will help you make the most informed and insightful decisions for your organization. Moreover, the data is collected in real-time, and email and in-app notifications will help you stay on top of everything.

Once you decide what type of PR report you want to prepare and who is the target reader, you should take a closer look at the PR reporting metrics . Metrics will help you measure the progress of your

These two aspects of writing an informative and insightful PR report are crucial for your success. Which PR metrics should you monitor to determine the success of your PR activities?

The volume of mentions

The volume of mentions shows you how many times the name of your brand, product, or service has been used online. In theory, the higher the volume of mentions, the better recognition your brand has.

print screen showing the metrics you can include in your PR report

It’s important to start your PR analysis with the volume of mentions. A sudden spike in the number will indicate that your PR campaign is working. More and more people have heard about your company, so brand awareness levels are rising.

Create your first PR report with Brand24.

The sentiment

Sentiment will give the context you need to assess the impact of your public relations communications on your brand.

The sentiment will tell you how people feel about your company. The tool uses NLP and AI-driven algorithms to determine whether the sentiment towards your brand is positive, negative, or neutral.

Sentiment analysis will help you spot any looming crisis and counteract the effects. The process helps determine the most successful content and, ultimately, helps increase reach.

Reach is the metric that will help you assess the spread of your message across the Internet. It’s particularly important for various PR agencies that need to work on media relations.

Media monitoring tools will help you analyse all publicly available mentions containing your keyword. One of the analytics metrics available is reach. Brand24 calculates both social and non-social reach.

Reach will indicate how many people could have come into contact with your content. From a PR perspective, reaching the right audience with the right message at the right time is a Holy Grail.

Measure the brand reach and start with professional PR reports.

The share of voice

The share of voice is a metric of confidence. The share of voice determines what part of the whole online discussion was generated by your account. The higher the share of voice, the more you are considered to be an industry leader.

The most influential sites

The most influential sites will indicate where your business has been mentioned online. The higher the influence score of the website, the more difficult it is to get mentioned there. It’s the tab you check to assess the media relations and spot any opportunities for sending press releases to new sources.

The most influential sites are a strong indicator of the value of your work. You can substantially raise your brand awareness, reach new audiences, and establish your brand as an industry leader.

Discover automatic PR report! Start your free trial (no credit card required)

Remember to track the brand metrics together. If you analyse the metrics holistically, you will be able to correctly assess and report the results of your work.

Apart from PR metrics, your PR report should include other important information.

The good news is, the structure of a report should remain the same for every PR industry. You can match the report and metrics with your PR strategy, to present the most actionable data.

What should a PR manager include in a report?

You will prepare a different PR report, depending on your audience and organization structure. Whether your CEO, manager, or board of directors is reading the report they need to see the most important insights and results.

That’s why you should always include a detailed brand coverage summary.

For all the data you present in your PR reports, you need context. Choose the right benchmarks, both from your previous campaigns and your competitors’ numbers, to correctly interpret your data.

Competitive intelligence

Competitive intelligence is an integral part of an annual PR report. Competitive intelligence will illustrate your overall business presence and sentiment towards your brand. Competitive intelligence is particularly important for investor relations.

You already know a lot about writing a PR report — you know you need to define an audience, determine the type of a PR report, and have an overview of the metrics you need to track.

There are other PR reporting best practices and tips you should implement to succeed and show the ROI.

Clearly define the goals of the PR campaign

Your PR report will only be as good as your PR campaign. That’s why it’s crucial the clearly define the goals of the campaign before you start doing anything. In your reports, you need to present proof that your work is bringing substantial value to your clients’ businesses.

Public Relations KPIs

We presented PR reporting metrics already, but not every metric will be equally important to every client. That’s why, before you start your PR reporting, you need to agree on key performance indicators with your client.

It’s important to be on the same page when it comes to KPIs so you can track the right metrics all the time. It’s important to start media monitoring before starting your campaign, as collecting historical data is expensive and not always accurate.

Write your PR report!

The target audience of your reports is usually busy. To make your reporting more comprehensible, include some visual elements, for example, charts, graphs, or tables. Visuals will make it easier to prove the business value of public relations to the company.

Write your recommendations

Preparing monthly reports gives you a unique competitive advantage. You have an overview of the data you can easily spot trends, identify the best performing content, and provide valuable feedback after special events and product launches.

That’s an opportunity to add a bit of investigative journalism to your work.

Spotting the insights allows you to provide valuable recommendations on adjusting your PR efforts to bring even more value to your marketing and communications efforts.

Hopefully, by now, you have all the information you need to write your public relations report and show the effects of your marketing and communications strategy on your business.

What should you take into account while preparing a report?

Think about your audience. Who is going to read it? Your manager or one of the executives? Depending on what audience you choose, you will have to provide different pieces of information in your work.
Agree on the business metrics and KPIs beforehand. You want to share the top news and show the value of your work. It’s hard to do when your executive or client focuses on different metrics.
Choose a media monitoring tool. A well-chosen piece of PR software will help you get the information you need to boost your business and will save you a ton of time on collecting and analysing the results.
Provide your business recommendations. That’s one of the most important parts of your PR journey.

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How to measure the results of a PR campaign?

Creating a client-dazzling PR report—3 elements you must include

by Yauhen Zaremba | Apr 20, 2023 | Public Relations

PR reports are one of your most vital tools in developing a good relationship with your clients. They give you an opportunity to show what you’ve been up to and the results of all your hard work. With metrics that can be hard to quantify, creating PR reports that clearly communicate your successes is essential.

What exactly is a PR report, and how do you ensure that any PR report submitted to your clients dazzles them and makes them confident in continuing to use your services? We look at what your PR report should focus on and what you should always include.

Creating a client-dazzling PR report—3 elements you must include

Image sourced from agilitypr.com

What is a PR report?

A PR report documents your efforts and results for a particular client. It gives you an opportunity to show that you are fulfilling your role for the client . It can be a balanced mix of quantitative and qualitative data, including key metrics and other evidence of your achievements.

You may be asked to submit a PR report at regular intervals according to your client’s needs or a specific campaign you may be working on. Copies of your PR report will be submitted to the client as well as relevant people within your organization, such as your manager, CEO, CFO, or other appropriate stakeholders.

How to create a PR report

Your starting point for any PR report is to have a clear idea of what the client’s stated goals are. Of course, this is something you should understand long before a PR report is needed, but it can also act as the starting point of your report. The things to consider when planning your PR report include the following:

Client goals: These can be long-term goals or goals for a specific campaign. They can include factors such as increased sales or improved brand awareness.
Timeframes: Has the client stated that they expect certain results within identified timeframes? In some cases, such as PR work on a campaign, the timeframes may be limited.
Milestones: Have specific milestones been identified as measurements of success? This ties in with the overall goals but may include identifiers such as a certain level of increase in sales within a stated period.

Image sourced from truelist.co

Three essential elements for an impressive PR report

When planning a PR report, you should refer back to the original client brief that identified what they wanted to accomplish from working with your agency. You can then start collating the information needed in the following elements.

While your PR report will contain some qualitative evidence, quantitative data should be easy to collect and offers you an easy way to show how effective your work has been. List the metrics you have used and show how those metrics have (hopefully) improved. For example, one of the client’s goals may have been expanding their Twitter reach, which you can easily demonstrate through numbers.

You need to link any changes in metrics to the work you have done. If there has been a 25% rise in Twitter followers after you published a series of blog articles or social media posts, then that can demonstrate the success of your PR work. Depending on the client’s goals, there are a number of metrics you should consider tracking:

Engagement on social media, including factors such as shares, likes, or followers.
Any changes to traffic to the client’s website.
Any increase in reach.
Increases in sales/conversions.
Media coverage. Have your PR efforts led to the client’s brand being talked about more? What media outlets have you targeted? Traditional print media, online newsletters, or does your PR strategy include radio?

2. Connecting the data to the stated goals

Ok, data can look great, especially when you dress it up in fancy graphics or a PowerPoint presentation. However, with a PR report, you need connect the data to your goals. Most PR campaign will have multiple goals, so ensure that you link the data to each set goal. Those goals could be as simple as increased downloads of a small business contract template or as complex as increased reach over multiple social media platforms.

This can be the complicated part of a PR report. For example, how do you show that increased media coverage is directly linked to an increase in sales? This is where you maybe need to focus on short-term data. Taking the example mentioned, you could look at sales data in the weeks previous to the media coverage and the weeks immediately after to show a correlation.

Remember, it’s important to have complete data transparency in regards to both your clients and their customers in the data you collect. Make sure you’re open about your methods. This will, in turn, foster a good client relationship.

3. Focus on forward planning

A good PR report should include not only what you have done but also what you plan on doing. Have the results to date informed you of weaknesses and strengths in your strategy and work? Clients may not mind negatives in your report if you demonstrate that you have identified those negatives and what steps you will take to turn them into positives.

For example, one of your client’s goals was to increase their followers on social media, but you fell short of stated targets. If you can clearly demonstrate why your previous strategy failed to meet this goal and what changes you will make to meet them, then they may be less likely to be disappointed. A PR report may not contain all the desired outcomes, but it can show what you learned from previous mistakes.

PR reports are all about communication

PR is all about communication—how you communicate with social media or the press and how you communicate with the client. You can present your PR report with fancy graphics or something simple such as the best free PDF editor , especially when you need to do frequent reports. It doesn’t matter the medium you use. What’s important is that your PR report demonstrates that you are achieving results and meeting goals.

A good PR report should impress your clients, even when all their stated goals have not been met. By owning any failures or weaknesses, you can instill confidence in them using your agency. But be sure to focus on the positives. You may have fallen short in one area or with one goal, but you may have achieved success in other areas. The most important thing to remember is that any PR report should be honest and transparent.

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Public Relations

10 steps to planning an efficient and successful press tour.

When done correctly, a press tour can be a unique opportunity to leverage situations, locations and personal interactions to gain both short- and long-term gains in the form of extensive coverage and established relationships. The success of the press tour is reliant on not only the media outreach/briefings secured but the championing of logistics. Every step must be well thought out and planned as well as strategic, emphasizing efficiency and upholding professionalism.

In our 20+ years working closely with clients across B2B technology and healthcare, we’ve learned a lot—both what to do and what not to do. Based on our experience, here are 10 things to consider to ensure your next press tour is smooth and effective.

1. Define the news driver and purpose. What are you trying to achieve with the tour? Whether it is visibility for the CEO or awareness in your target market, define early the trip’s intent and expectations to both the executive and communications teams. This will ensure everyone is clear on purpose and outcomes.

2. Location, location, location. What’s the best market for your press tour? Is that location dictated by an event? Is there a conference or is your client traveling for meetings? Be opportunistic to leverage executive availability and travel from a media perspective. If given the chance to suggest a location for the press tour, once again be strategic and look at factors like company goals, news drivers and contacts.

3. Form targeted list. Align your list with the goal of your press tour and select targets with a purpose. Make sure the reporters you contact will be interested in the news driver you define and “ understand what the journalist’s goals are for the content .” With that said, do not limit yourself because opportunities can come from anywhere.

4. Get availability. As early as possible solidify an agenda, location and plans. Lock down the travel schedule, which is easier said than done, but doing so will allow you to utilize every last second. For example, the CEO at one of our clients, an emotional-intelligence software company, was looking for funding and planned a trip to San Francisco for a conference. Using the conference as our driver, we were able to book interviews with reporters to increase that CEO’s visibility and company profile ahead of funding efforts.

5. Leverage your assets. With that same client, we had a unique opportunity where both the CEO and one of the client’s customers were traveling to San Francisco together. We were able to secure a speaking opportunity for their customer at the conference to amplify our client’s success. Knowing that they would be there at the same time, we pitched joint interviews to the media – leveraging company growth and case studies to enhance the reporters experience and understanding. That’s just one example. Don’t forget about new products or offerings, recent corporate milestones, customer wins or successes, and unique partnerships, to name a few. All of these are assets that you can use to interest media in speaking with executives/spokespersons.

6. Demos are key. What can you get in person that you can’t over the phone? What can you show reporters that you can’t digitally? Firsthand interactions with products will give reporters a deeper understanding and more personal connection to the content you’re discussing.

7. Do not forget broadcast. Even if you can’t identify a news driver, breaking news can provide a platform to drive your tour. Use your client’s physical presence in the area as an opportunity for off-the-cuff broadcast stories. Make local broadcast outlets aware of your brand and their availability to comment on timely stories.

8. Utilize all possible time. Phone interviews eliminate any excuse of time or place that either party can’t make. Car rides are the perfect quite time for your client to hop on the phone with a reporter. Even the airport café can be the perfect spot to squeeze in one last in-person briefing.

9. Reconnect with old contacts. If you’re traveling to a different location, use the trip to meet up with reporters you may have only worked with digitally. Make that in-person connection and use it as an angle to introduce the reporter to current company news.

10. Prepare, Prepare and Prepare some more. Make sure the spokesperson is prepared for each and every interview with separate briefing materials. There should be a distinct angle for each reporter, to not only target the reporter’s interests but to keep the conversation fresh and engaging. Help the reporter help you, by giving them a story they can use … and, if the meeting is a relationship-building opportunity, don’t forget to ask the reporter what stories s/he is working on in the coming months and/or propose several ideas based on current topics you see trending from your POV.

After planning a strategic and logistically sound press tour using these 10 tips, you are ready to execute. Unpreparedness is readily apparent to everyone, so put your best foot forward by crossing all of your T’s and dotting all of your I’s. The executives/spokespersons will thank you, the reporter will appreciate it and the coverage (and longer-term relationships) will reflect it. Need help planning your next media tour? Give us a call, we’d love to partner with you!

New to in person briefings and building media relationships? Check out 5 Tips for Getting Your Media Game Face On .

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The 11 Best Puerto Rico Tours

Experience island living at its best on one of these guided trips.

Getty Images

Coffee is a staple beverage in Puerto Rico; you can sample local brews on several food tours.

Whether you want to explore the rainforest, soar above the trees on a zip line , taste your way through Old San Juan or cruise to a nearby island, you'll find that each of these Puerto Rico tours boast friendly guides ready to share the beauty of their home. After considering both traveler opinion and expert sentiment, U.S. News determined that the following are the best Puerto Rico tours.

San Juan: Flavors Food Tours San Juan – Classic Old San Juan Food Tour

Sample the celebrated food and drink of Puerto Rico on this three-hour walking tour that visits several eateries, bakeries and coffee houses – usually five in total. Fare featured on this journey through Old San Juan's cobblestone streets typically includes ceviche, chocolate, mofongo (a Puerto Rican fried plantain dish) and a rum cocktail. Along the way, guides share insights regarding the area's history, architecture and culture, which visitors find both informative and entertaining. The food wins high marks, too.

The price – around $125 for adults and $85 for children – includes the food tastings and (for adults) a cocktail. Tours typically run daily at 10 and 11:30 a.m. as well as 3 and 4:30 p.m. Flavors of San Juan also offers a rum-focused tour and private outings.

[ View & Book Tickets .]

Fajardo: Yokahú Kayak Trips – Bio Bay Kayaking

Visiting Puerto Rico's bioluminescent bays (which glow thanks to tiny microorganisms who live in the waters) is a must-do for many travelers; this trip will help you check that item off your list. The two-hour kayak tour takes travelers across Fajardo's Laguna Grande to see it glow under the moonlight. It also includes a trip across a mangrove-surrounded canal. Guides provide information regarding the bio bay and the tiny critters shining from within it. Paddlers generally find the guides helpful, knowledgeable and enthusiastic. However, several note that even in the best viewing conditions, the bioluminescence is dim.

Tours take place every day except Sunday at 6:30 and 8:30 p.m. (though times may vary slightly depending on the season). Tickets start at $55, and that includes use of a kayak, instruction on how to use it, as well as snacks. Participants must be at least 6 years old; pregnant women may not join the tour. The company also offers a combo tour of the bio bay and El Yunque National Rainforest .

Luquillo: Carabalí Rainforest Adventure Park – ATV Puerto Rico

The creeks, hills and trails of Puerto Rico's rainforest can be explored atop all-terrain vehicles on this fast-paced tour. After instruction on how to drive the ATVs, a guide will lead you through Carabalí Rainforest Park (which is nestled near El Yunque rainforest) to explore Puerto Rico's natural beauty. You might even have the opportunity to dismount and take a swim in the Mameyes River, which flows from the rainforest. Motorists regularly describe the ride as great fun, the scenery as stunning and the guides as very professional.

Carabalí Rainforest Adventure Park offers both one- and two-hour versions of this tour multiple times daily. Tickets start at $65 for drivers and $40 for passengers for hourlong rides and cost approximately $110 for drivers and $65 for riders during two-hour expeditions. Note: certain age, weight and height requirements apply. Other adventure tours, such as horseback riding in the forest, are also available.

Cataño: Casa Bacardí – Rum Tasting Tour

Despite its Cuban origins, Bacardí brand rum has become synonymous with Puerto Rico. During the distillery's Rum Tasting Tour, you can take guided exploration of the company's museum and learn about Bacardí's history. Your guide will then take you through a guided tasting of its premium rums paired with chocolates. Visitors find the tour highly informative and enjoyable.

The approximately 75-minute activity includes an open-air bus ride around the complex. Tours cost about $75 per person and are offered several times each day starting at 10 a.m. The price includes all tastings. Bacardí's distillery, which sits across the bay from Old San Juan, also hosts mixology classes.

San Juan Pickup: Castillo Tours – El Yunque Rainforest Tour

Explore the hiking trails, waterfalls and scenery of El Yunque National Forest on this 4 1/2-hour guided tour. As the only tropical rainforest in the national forest system, the 28,000-acre park in eastern Puerto Rico is a must-see destination. Highlights during this excursion include climbing an observation tower and snapping photos at La Coca Falls. Reviewers praise guides, who they describe as knowledgeable, personable and insightful.

Tickets cost approximately $100 for adults and $90 for children ages 4 to 11, and that includes round-trip hotel transportation. Pickups occur between 7:30 and 8:30 a.m. Tours are offered year-round on Thursday and Saturday. Castillo Tours also operates excursions to Fajardo and Cueva Ventana , among others.

Fajardo: Puerto Rico Bio Bay Tours – Bioluminescent Bay Night Kayak Adventure

While the bioluminescent bay (and the organisms that cause it to glow) may be the main attraction of this kayak outing, the journey also spotlights other species of northeastern Puerto Rico's flora and fauna. Birds, mangroves and more may be glimpsed during this trip from the village of Las Croabas to Laguna Grande in Fajardo. Guides impress tour-takers with their professionalism and attentiveness. However, some kayakers express disappointment that the bay isn't as bright as they hoped.

This tour is offered year-round Monday through Saturday. Tours depart around 6 p.m. The tour lasts about three hours, with around two hours of kayaking, plus time for safety instruction and post-ride snacks. Tickets cost approximately $55 per person and participants must be at least 6 years old. The company also operates a full moon kayak trip.

Strolling the colorful streets of Old San Juan is a must-do activity when visiting Puerto RIco.

San Juan: Spoon – Old San Juan Walk & Taste Tour

Stroll among Old San Juan's gorgeous buildings while sampling Puerto Rican delicacies on this approximately three-hour outing. The tour starts near El Morro and stops at four locally-owned eateries for tastes of traditional pastries, beans and rice, single-origin coffee and, of course, mofongo and two rum cocktails. Food enthusiasts rave about both the tasty fare and the knowledgeable guides.

Tours are generally offered daily, starting at 10 a.m. Groups are limited to 12 people. Tickets, which cover food and beverages, cost approximately $130 for adults and $110 for children ages 3 to 12. Spoon also offers a sunset version of the tour, among other options.

[View & Book Tickets: Option 1 | Option 2 .]

San Juan Pickup: Bespoke Lifestyle Management – El Yunque Rainforest and BioBay Combo Tour

This full-day tour combines two of the best-known things to do in Puerto Rico: a hike through the island's rainforest and a paddle through a lagoon illuminated by tiny light-emitting organisms. The day begins with a trek through the rainforest that includes a lesson about the region's ecology and history, identification of different flora and fauna, and a swim in a natural pool. After the morning's expedition (and lunch), the tour continues with two hours of paddling around Laguna Grande. The driver/guides who conduct the outings are consistently described as friendly, knowledgeable and helpful.

In all, the eventful outing takes about 12 hours. The approximately $165 price includes round-trip transportation to San Juan hotels , but does not cover lunch. Tours are offered daily starting at 9 a.m. Bespoke also runs coffee plantation tours, a Vieques snorkeling tour and other trips around the island.

Fajardo: East Island Excursions – Culebra Snorkeling Tour

Cruise to the beaches of Culebra – an island about 18 miles off Puerto Rico's northeastern coast – via motorized catamaran on this roughly six-hour outing, which departs from the Puerto Del Rey Marina in Fajardo. The itinerary usually includes snorkeling at an underwater nature preserve, as well as a stop at the celebrated Flamenco Beach (or another nearby beach if water conditions aren't optimal at Flamenco Beach). Patrons find the shorelines breathtaking and the crew friendly and helpful. Others noted some disorganization during their trips.

The ticket price – around $125 for adults and $105 for children ages 4 to 11 – includes a boxed lunch, alcoholic and nonalcoholic drinks, and games. Tourgoers are asked to bring their own snorkeling gear for sanitary reasons. Tours are offered daily starting at 9 a.m. East Island Excursions also runs boat tours around San Juan.

San Juan: De Tour Con Ali – Let Me Show You MY Island

Visitors hoping to see as much of Puerto Rico as possible in a single day can opt for this six-hour bus ride around the island. The tour, which is led by a local, takes visitors to beaches, caves and rivers as well as various historical sites. Drivers provide commentary about the island's history and its scenery, which riders generally regard as insightful. To make the most of your trip, De Tour Con Ali recommends wearing comfortable clothes, shoes and bringing water shoes and a swimsuit.

Tickets start at $95 for participants 12 and older, $50 for kids 3 to 11 and $25 for infants 2 and younger. Tours depart San Juan at 8:30 a.m. daily. De Tour Con Ali also offers guided hiking tours and airport shuttles.

San Juan Pickup: Caribbean Breeze Adventures: The Casual One

Caribbean Breeze Adventures promises you'll spend the day like a Puerto Rican local during this seven-hour tour. After picking you up from your hotel, guides take you to El Yunque for hiking, water slides (it's all natural!) and swimming. Then, you'll stop by Luquillo Beach and its family-owned kiosks for a dose of culture, food and drinks. Reviewers say the tour activities are excellent and particularly appreciate their guides, who they describe as funny and informative.

Tickets cost about $80 per person. Pickups start at 9 a.m. daily. The company operates a series of tours around the island, including one that visits the popular Crash Boat Beach, which sits on Puerto Rico's west coast.

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Media Relations

How to Conduct a Media Tour: A Trio of PR Pros Provides Tips

By Seth Arenstein

In this world of always-on, 24-7 news cycles, some of the basics of PR can seem passé and old school. Yet when journalists are asked in surveys what they want from PR professionals, the basics often come out on top : timely news and other assets (photos, video clips) that are useful to the journalist’s readers, interview opportunities with important players and prompt responses to follow-up questions about the pitched topic. Social media/digital technology can handle all this, of course, but there's nothing like a face-to-face meeting or interview to establish a relationship with a journalist. And as social media influencer Brian Fanzo says, "Social media was not built to replace a handshake."

Enter the media tour, one way to get your brand’s story and its executives in front of journalists in multiple locations.

Several themes emerged when we asked PR pros to provide nuts-and-bolts tips and must-haves for conducting media tours today.

All our pros urged communicators to do as much planning as possible. In other words details, details, details. Ned Barnett ( photo, left, below ), fellow, PR and marketing, the American Hospital Association , prepares a backgrounder that includes the company’s narrative, the executives’ personal background, reproducible graphic images–logos plus head-and-shoulder shots of the executives, at a minimum–and a summary of why the media tour is taking place.

In addition he urges PR pros to have printed press-kits or product-intro hand-outs, but always also have them stored in a thumb drive, preferably monogrammed with the brand’s logo. Another tip: use high-capacity thumb drives, 64 gigs at least – or as big as possible. “Do this because the editor or reporter you meet with is more likely to keep something like that if it has real utility, hence the high capacity and the branding logo.”

Below are edited versions of other tips they offered:

Go in with a goal, and stick to it. It’s tempting to try to get too much from reporters during a media tour. Know the headlines you want, and build toward them.
Diversify your offer to reporters. Give them options of executives to talk to, visuals to capture and how to capture them. Understand that reporters are expected to deliver across mediums, so prepare for that and provide the assets they need.
Avoid over-packing the tour schedule to the point where you can’t make time to meet with an important journalist later in the day, if that better accommodates his / her schedule.
Do your homework. Familiarize yourself with the reporters you are scheduled to speak with. Take a look at previous articles (especially their most recent) and get a sense of their interests and stances. And know the reporters’ outlets. Take time to understand publications’ audiences and know how your story relates to the needs of its readers.
Don’t be afraid to let a reporter know that you don’t have the answer to a question. Honesty is the best policy, and it’s better to take this route vs. risking a response that could be incorrect or contradict messaging.
Always have something new to say to the media, such as a new product, or the results of an online survey. Never conduct a media tour for the sake of doing a media tour.
Consider kicking off a media tour with a press conference, especially if you have time-sensitive news. Any even tangentially-national news story that touches on the government should be launched with a press conference at the National Press Club in Washington. Any Silicon Valley-like tech story should begin with a press conference in San Jose or San Francisco.
Regardless of your primary media targets, while in a major metro area always try to schedule interviews on satellite radio and cable news, which means having a generic hook as well as a more focused one.
Always have a senior PR expert accompany your executive to handle on-site arrangements, to prep the executive before each meeting and debrief her after each media interview and to fix gaffes when they happen, which they always do.
Have a PR pro back in the office to handle last-minute bookings of new interviews.
Budget permitting, avoid cabs and hire a car service to focus on your transportation.
Integrate a virtual media tour for those who are outside your travel destinations. Their failure to be on your itinerary doesn’t diminish their value to your brand. A virtual tour should come immediately after the real tour. If you have a choice avoid having the executive bouncing between the two media tours.
Follow up interviews immediately with a note. Provide additional information requested, mention key talking points from the interview and, most important, say thank you! Use a digital recorder to dictate your note if your schedule is too busy. The follow-up must be done within 24 hours or you’ll look hopelessly bush league.

Seth Arenstein is editor of PR News. Follow him: @skarenstein

[email protected]

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Report: tiger woods, rory mcilroy and other pga tour stars are about to be paid handsomely for their loyalty, share this article.

Top PGA Tour players are about to be compensated for their loyalty, according to a Wednesday report published by The Telegraph .

Tiger Woods is set to receive $100 million, Rory McIlroy $50 million and Jordan Spieth and Justin Thomas $30 million each. In all, $750 million will go to the top 36 players based on a formula that calculates their impact on the game – career success, popularity. Nearly 200 players will be paid for sticking with the Tour.

These payments will be dolled out over the next eight years, meaning the players will have to stay loyal to the Tour during that time. Going forward, the Tour expects to give out $100 million annually to its players.

McIlroy was asked about the payouts Wednesday ahead of the 2024 Zurich Classic of New Orleans at TPC Louisiana in Avondale. His answer was tongue-in-cheek.

Well I think that sums it up pic.twitter.com/LymvM5nr1l — Kyle Porter (@KylePorterCBS) April 24, 2024

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Report: Tiger Woods, Rory McIlroy among big PGA Tour payouts

Andy North reflects on the final 18 holes for Tiger Woods at the Masters and previews where else Tiger could be playing in 2024. (3:34)

ESPN News Services

Tiger Woods , Rory McIlroy and other PGA Tour stars are about to receive massive bonuses for their loyalty.

The Telegraph reported Wednesday that Woods will receive up to $100 million in equity as part of the newly created for-profit PGA Tour Enterprises, with McIlroy getting about half that amount.

The payouts, which are set to be disclosed to the players by PGA Tour commissioner Jay Monahan on Wednesday, are a way to thank players for sticking with the PGA Tour instead of jumping to the rival LIV Golf League and huge paydays from Saudi Arabia's Public Investment Fund.

Nearly 200 players will receive a stake, with $750 million of it going to the top 36 players based on a formula that weighs career success and cultural popularity, according to The Telegraph. Other notable payouts include $30 million each for Jordan Spieth and Justin Thomas , while $75 million is targeted to go to notable retired players.

To receive the money, players would have to continue to remain loyal to the PGA Tour, with the funds vesting over the next eight years, according to The Telegraph. And going forward, the PGA Tour plans to award $100 million per year to the players.

PGA Tour Enterprises received an investment of up to $3 billion earlier this year from Strategic Sports Group, a consortium of sports team owners that includes the New York Mets ' Steve Cohen and the Atlanta Falcons ' Arthur Blank.

Sources also confirmed to ESPN on Tuesday that McIlroy is set to return to the PGA Tour's policy board. That move is pending a board vote that could take place this week.

Field Level Media contributed to this report.

Taylor Swift releases ‘The Tortured Poets Department’ double album ahead of Record Store Day: Highlights

Catch up on all things 'The Tortured Poets Department':

Fans celebrated Swift's midnight release of "The Tortured Poets Department" with listening parties and themed gatherings . Many critics praised Swift in their reviews.
Swift surprised fans at 2 a.m. ET with news of 15 extra songs.
The album features collaborations with Post Malone and Florence + the Machine. Swift described writing the album as deeply personal. "Once we have spoken our saddest story, we can be free of it," she said.
NBC News' resident Swifties stayed up to blog the biggest takeaways after the album's release.

Vinyl industry rep says pandemic-era manufacturing bottlenecks have eased

"The Tortured Poets Department" is set to be released in special-edition "ghost"-colored vinyl, available both directly through Swift's website and exclusively at Target.

During the pandemic, that might have alarmed vinyl record buyers. As vinyl plants shuttered and employees were sidelined, vinyl production ground to a halt, causing reports of weekslong backlogs and orders going unfulfilled outright.

But in an interview with NBC News on Friday, Dustin Blocker, president of the Vinyl Records Manufacturing Association, said those issues have been resolved and that suppliers now have more than enough capacity to handle any orders coming their way, including massive ones like Swift's.

"In Q3 2023, we saw the [production] timeline start to go back to normal," Blocker said. "And in Q4 it really got back to normal. Now, everyone, including the huge plants, takes only 8-12 weeks [to produce] ... so it's very good news for everyone."

Blocker said any price increases on the supply side sparked by the bottlenecks have essentially reversed.

So, the $40 price tag on the Target edition of "TTPD" is most likely the result of choices made by Swift, her label and the retailer, he said.

Jack Antonoff is sharing BTS pics

Saba Hamedy

Jack Antonoff is giving Swifties what they want: more content.

The Bleachers frontman, who is also Swift’s longtime collaborator and friend, shared pictures of Swift and collaborators on the album, including Florence Welch .

The acting U.S. secretary of labor has a question for Taylor

Acting U.S. Labor Department Secretary Julie Su has a key question for Taylor Swift and her "Tortured Poets Department":

"Is this department unionized?" she wrote in a post on X .

Su, 55, has served as acting secretary since March 2023; she has faced stumbling blocks to being confirmed full time for the role over her perceived pro-union bias .

Destin celebrates Swift shoutout

Nicole Duarte

The city of Destin, Florida, is here for the Swiftie boost.

Google searches for the beach town shot up minutes after Swift’s “The Tortured Poets Department” was released. The album mentions Destin in the song “Florida!!!” featuring Florence + The Machine.

The city is celebrating the shoutout:

As is Destin's mayor:

Trump gets a question on Taylor

Vaughn Hillyard

A reporter who is part of the pool following Donald Trump on Friday at his hush money trial was able to get in a question to the former president about the new albums.

Trump didn't engage.

Taylor Swift reveals ‘Dateline’ as an inspiration for ‘Florida!!!’

Maddie Ellis, TODAY

Taylor Swift has taken over radio stations, from Channel 13 on SiriusXM to iHeartRadio briefly renaming itself to iHeartTaylor and sharing messages from the songwriter.

Swift revealed in a soundbite played on iHeartRadio that “Florida!!!” — the eighth track of the album and featuring Florence + the Machine — was inspired by “Dateline.”

“I’m always watching, like ‘Dateline,’” Swift said with a laugh. “People, you know, have these crimes that they commit where they immediately skip town and go to Florida. They try to reinvent themselves, have a new identity, blend in.”

It’s the same with heartbreak, she said.

“I think when you go through a heartbreak, there’s a part of you that thinks, ‘I want a new name. I want a new life,’” she said.

Or perhaps in Swift’s case — a new era?

The double album appeared to avoid leaks

Kaetlyn Liddy

The standard edition of "The Tortured Poets Department" is said to have been leaked ahead the album's release. The origin of the apparent leaks is unclear, but none of the songs on the extended "anthology" version of the album seem to have been compromised.

Leaks of major artists' work sometimes occur when physical copies of the album arrive prematurely at record stores or department stores, before the tracks are released on streaming platforms. Fans suspect the surprise drop of the double album was a factor in the 15 extra tracks avoiding leaks.

The extra content was so unexpected that the lyrics of the anthology version have yet to be uploaded to Spotify .

‘The Tortured Poets Department’ broke a Spotify record in 12 hours

"The Tortured Poets Department" is already Spotify’s most-streamed album in a single day this year, edging out Beyoncé's "Cowboy Carter" in less than 12 hours, Spotify confirmed to NBC News.

Swift currently holds the all-time record for most streams in a day by album and by artist for 2022's "Midnights."

Who are The Blue Nile? About the Scottish band named by Swift

In the album's ninth track — "Guilty as Sin?" — Swift name-drops a beloved '80s Scottish band, The Blue Nile.

"Drowning in The Blue Nile. He sent me 'Downtown Lights.' I hadn’t heard it in a while," Swift says in the song.

"Downtown Lights," released in 1989, was the peak of The Blue Nile's commercial success in the U.S., with the song reaching No. 10 on the Billboard American Modern Rock Tracks chart. 1989 is also Swift's birth year and the title of her fifth studio album.

Known for their avoidance of publicity, The Blue Nile has released just four albums since forming in 1981.

Fans share their theories and joy on social media

It wouldn't be a new Taylor Swift album without fans wondering who it's about or decoding the names mentioned in each song. (Who is Cassandra , Taylor?)

That speculation will surely continue, but now that the album is out, fans can't believe their luck. Reactions on social media praised the sonic and lyrical range of the album, saying that "everybody gets everything," whether you listen to Swift for her synth-pop hits or her intimate folk songs.

Author and creator John Green couldn't wait to wake up his daughter to tell her she gets 31 new Taylor Swift songs today.

By the numbers: Will Taylor Swift break her own album sales marks?

Dania Kalaji

“The Tortured Poets Department” blasted to No. 1 on the U.S. iTunes album sales chart following its release. But will it live up to the success of her previous discography?

Here are all of Swift’s bestselling albums in the U.S. ranked to date, according to data from the Recording Industry Association of America.

“Fearless” (2008): 10 million units

“1989” (2014): 9 million units

“Red” (2012): 7 million units

“Taylor Swift” (2006): 7 million units

“Speak Now” (2010): 6 million units

“Reputation” (2017): 3 million units

“Lover” (2019): 3 million units

“Midnights” (2022): 2 million units

“Folklore” (2020): 2 million units

“The Taylor Swift Holiday Collection” (2008): 1 million units

“Evermore” (2020): 1 million units

TikTok rolls out new features to celebrate new album

Daysia Tolentino

As Swifties show their love for "The Tortured Poets Department" on TikTok, they have the chance to be featured in a "Fan Spotlight" carousel that highlights videos with the #TORTUREDPOETSDEPARTMENT hashtag.

TikTok released a "Taylor Swift In-App Experience" that serves as a landing page for all things "TTPD." Fans can complete challenges in exchange for limited-edition "TTPD" profile frames and some Taylor-related searches unlock animations inspired by the album. Searches for "Taylor Swift," "Taylor Nation," and "The Tortured Poets Department" lead fans to the landing page.

The features are particularly notable because Swift's music was pulled off the platform earlier this year as part of a disput between TikTok and Universal Music Group, though many of her tracks returned earlier this month .

Fans on TikTok have already been loving "TTPD," sharing numerous theories , tears and rankings .

Swift's song 'Fortnight' with Post Malone hits No. 1 on Apple

Jason Abbruzzese

That didn't take long.

The song "Fornight" off Swift's new album quickly hit No. 1 on Apple's top song chart. It features rapper and singer Post Malone.

Swift also took the next four spots with "The Tortured Poets Department," "So Long, London," "My Boy Only Breaks His Favorite Toy," and "Down Bad."

The National's Aaron Dessner on working with Swift: 'some of the most lyrically acute, intricate, vulnerable and cathartic' songs

Aaron Dessner, a musician who is part of the rock band The National, posted to Instagram about working with Swift on the album along with a pic of her in a studio.

He said that he has now worked with swift on more than 60 songs, including 17 across her newest release.

"I am forever grateful to Taylor for sharing her insane talents with and trusting me with her music. I believe these songs are some of the most lyrically acute, intricate, vulnerable and cathartic Taylor has ever written and I am continually astonished by her skills as a songwriter and performer," he wrote, adding in thanks to a long list of other artists and producers.

Will Swift break her own streaming records?

The October 2022 release of Swift's 10th studio album, "Midnights" shattered records on Spotify and Apple Music.

"Midnights" became Spotify's most-streamed album in a single day with 184.6 million streams when it debuted. Swift also broke the record for most-streamed artist in a single day on Spotify with 228 million streams.

The album also become the biggest album of all time by a female artist in Apple Music history by first-day and first-week streams worldwide.

Can Swift outdo herself?

Will Swift's album inspire a new college course?

Illustration of Taylor Swift performing wearing a graduation cap and a diploma as a microphone.

As Swift became increasingly synonymous with American pop culture, universities around the country started creating entire courses dedicated to studying her lyricism and impact.

Some courses focus on Swift as a business and marketing mastermind, while others analyze her storytelling techniques with all the detail and skill of poetry analysis.

Time will tell whether this new album will inspire yet another college course. Our guess is with all the literary references, it's sure to be on some professors minds.

Saturday is Record Store Day

The release of "The Tortured Poets Department" will come just in time for a notable day in the music industry calendar: Record Store Day on April 20. The annual event has been observed since 2007 to celebrate independent record stores and is often accompanied by exclusive drops by major artists.

Swift has yet to announce a special event, but the date is marked in the TTPD Timetable on her Instagram, suggesting she might have something up her sleeve.

Swift describes new album: 'Once we have spoken our saddest story, we can be free of it.'

Patrick Smith

Taylor Swift has offered fans a glimpse into the creative process behind "The Tortured Poets Society" and the emotions that inspired it.

In a press release Friday morning to accompany the new release, the artist said:

"The Tortured Poets Department. An anthology of new works that reflect events, opinions and sentiments from a fleeting and fatalistic moment in time — one that was both sensational and sorrowful in equal measure.

"This period of the author’s life is now over, the chapter closed and boarded up. There is nothing to avenge, no scores to settle once wounds have healed. And upon further reflection, a good number of them turned out to be self-inflicted.

"This writer is of the firm belief that our tears become holy in the form of ink on a page. Once we have spoken our saddest story, we can be free of it.

"And then all that’s left behind is the tortured poetry."

To sleep or stream? Swifties question staying up even later

Can you wait until the morning to listen to the 15 extra songs on Swift's anthology?

If you answered no, you're not alone. Online, fans joked that they didn't expect to get this little shut eye.

Among the fans: Gen Z Rep. Maxwell Frost, D-Fla.

"I got votes in the morning. Do I sleep or listen" he wrote .

Others had similar thoughts.

"TAYLOR I HAVE A JOB OH MY GOD" wrote one fan, tagging the artist on X .

"lol Taylor I have to get up early to run errands before work please" wrote another X user.

Leave it to Swift to give us adrenaline to keep us all up a little longer.

'The Tortured Poets Department' becomes Swift's longest album

With the surprise release of 15 additional songs, "The Tortured Poets Department: The Anthology" has 31 tracks.

That now makes it Swift's longest album, edging ahead of "Red (Taylor's Version)" by just one track.

A list of all 15 of the extra 'Anthology' songs

“The Black Dog”
“imgonnagetyouback”
“The Albatross”
“Chloe or Sam or Sophia or Marcus”
“How Did It End?”
“So High School”
“I Hate It Here”
“thanK you aiMee”
“I Look in People’s Windows”
“The Prophecy”
“Cassandra”
“The Bolter”
“The Manuscript”

Surprise: a double album!

"The Tortured Poets Department" is a secret DOUBLE album.

In a 2 a.m. ET surprise, Swift announced an extra 15 songs.

"I’d written so much tortured poetry in the past 2 years and wanted to share it all with you, so here’s the second installment of TTPD: The Anthology," she wrote on X . "15 extra songs. And now the story isn’t mine anymore… it’s all yours."

It's 2 a.m.

Now what, Taylor?

ICYMI: Swift's powerhouse publicist Tree Paine gets profiled by WSJ

Swift's longtime publicist, Tree Paine, whom many fans know by name, was the subject of a lengthy Wall Street Journal article published Thursday ahead of the new album's release.

While she declined to be interviewed for the story, it delves into how she became one of the most powerful people in the entertainment industry since she joined Swift's camp in 2014.

“There isn’t a publicist in NY, LA or Nashville that wouldn’t jump at an opportunity to work with someone as talented as Taylor Swift and her management team,” Paine said at the time, according to the New York Post .

Read the full story here.

Couples are now wary of Swift's 'Lover' as a love song

Elena Nicolaou, TODAY

“Lover” — at least until recently — was widely received as one of Swift’s classic love songs. When the album of the same name came out in 2019, its title single was declared first dance song material , or even a “ wedding waltz .”

In the song, Swift paints a portrait of quiet intimacy. Her wild “Red” days, of thrilling romances with highs and lows and uncertainties in between, had settled into something steadier with one person, captured by a simple chorus: “You’re my, my, my, my lover.”

But that interpretation is now in question, as Swift recasts some of her songs in a different light. Ahead of the release of “The Tortured Poets Department,” she released five playlists on Apple Music , sorting old songs into groups inspired by the five stages of grief, or “heartbreak.”

Aaron Dessner is credited as a songwriter on five of 16 tracks

Dessner, who is a member of the bands The National and Big Red Machine, is one of two producers who worked on "The Tortured Poets Department."

He's credited as a songwriter on five of the 16 tracks on the standard album.

Dessner first collaborated with Swift on her eighth studio album, “Folklore,” for which he shared in the Grammy win for album of the year. He made several guest appearances with Swift on the U.S. leg of the Eras Tour, joining her onstage during the acoustic set for performances of songs they wrote together.

Here's what some critics are saying in their reviews

Angela Yang

The critics have spoken. Here's a roundup of some of their takeaways on "The Tortured Poets Department."

Billboard ’s Jason Lipshutz praised Swift’s boldness for releasing a “knowingly messy, wildly unguarded breakup album” at what’s arguably the peak of her career. It's more mature than her past heartbreak albums, he writes, and “not everyone will love it, but the ones who get it will adore it fiercely.”

Variety ’s Chris Willman wrote that the album can serve as an “unapologetically dramatic” soundtrack to listeners’ own heartbreaks.

Labeling it Swift’s most personal album yet, Rolling Stone ’s Rob Sheffield described it as “the cathartic confession of a woman who thought she had adulthood — and adult romance — all figured out, only to find herself realizing she knows nothing.”

And unlike on past albums, Swift doesn’t portray herself as a victim in this one, wrote the Los Angeles Times ’ Mikael Wood. Instead, the album emanates “a proudly villainous energy as Swift embraces her messiest and most chaotic tendencies.”

Jack Antonoff, Swift's longtime collaborator, posts love for album

Antonoff, Swift’s longtime collaborator and friend, shared his love for the new album on X .

"Love this album more than I can say," wrote Antonoff, who worked on “The Tortured Poets Department” as a producer.

Antonoff also co-wrote eight of the album's tracks.

Swifties are starting to post reax on X

In typical fashion after a Swift album drops, reactions from fans are pouring in online, and they TEND TO COME IN ALL CAPS.

As any Swiftie will tell you, listening to new music from the artist always proves to be a collective emotional experience.

Spotify appears to be holding it together (so far)

The last time Swift debuted a brand-new album, Spotify crashed. No major issues so far this time around.

Shoutout to the engineers and people behind the scenes who are probably working overtime to make sure Swifties don't panic.

We have a new countdown

Don’t go to bed yet! Taylor Swift’s Instagram page is displaying a new countdown to 2 a.m. ET. This wasn't on the timetable ...

A countdown on Taylor Swift's Instagram page.

Swift releases statement after album drop

In her first social media post after “The Tortured Poets Department” was released, Swift shared a statement about the album online.

These songs reflect her experiences from a moment in time that was equally “sensational and sorrowful,” she wrote, adding that it is a chapter now closed.

“Once we have spoken our saddest story, we can be free of it,” Swift wrote. “And then all that’s left behind is the tortured poetry.”

Who is Clara Bow?

Daniel Arkin

The 16th and final track on the album is named for Clara Bow, one of the leading lights of Hollywood’s silent era.

Bow, unlike a lot of stars from the 1920s, managed to successfully pivot to roles in talkies by the end of the decade. She co-starred in “Wings” (1927), which today is probably best known as the first movie to win the Oscar for best picture.

I’m not a Swiftie, so I don’t have much insight into how Taylor’s music connects to Bow’s acting career — but I’m curious how this track will be interpreted by the die-hards.

The album is here

BRB, we’re busy listening with the rest of y’all.

You can now choose a Swift-themed chat for your Instagram DMs

Instagram users can now set their direct message conversations to a new chat theme inspired by “The Tortured Poets Department.”

Instagram has added “The Tortured Poets Department” as a chat theme.

Bars, venues hold special Swift parties

On the eve of Swift’s album drop, event venues across the country (and around the world) hosted release parties so Swifties could get their first listen of the “The Tortured Poets Department” on the dance floor.

At Pianos in New York, music from across Swift’s discography will play until the new album drops at midnight. Attendees are encouraged to come in themed outfits and friendship bracelets, and the bar will be serving Swift-inspired cocktails.

In Los Angeles, El Cid is hosting a listening party complete with fan-made merch, giveaways and a themed wall for photos. Attendees can also expect performances from drag queen Jade Jolie, who appeared in Swift’s “You Need to Calm Down” music video.

Several Swiftie-themed events are also being held across the Washington, D.C., area, according to The Washington Post, which compiled a list .

A Swiftie mom and daughter are hosting their own album party

Kristie Gilmore, 36, is ready to celebrate with her daughter, who was born shortly after Swift's “1989” album and has been a Swiftie ever since.

Kristie Gilmore is hosting a TTPD party in the suburbs of Boston.

Gilmore decorated her Boston-area apartment with balloons, signs and stickers in the color palette of “The Tortured Poets Department.” She sprinkled the table with handmade confetti of the album’s logo and made TTPD-themed “membership cards” for themselves and each of her daughter’s friends.

“They’ve been counting down since Taylor announced this album,” Gilmore said, adding, “They’re just hanging out, having a dance party. They’re gonna try to stay up till midnight and listen to it.”

What are the track lengths?

The average track length on “The Tortured Poets Department” is 4 minutes and 4 seconds, making it the third longest album across Swift’s discography.

The longest song is “But Daddy I Love Him,” which clocks in at 5 minutes and 40 seconds.

“I Can Fix Him (No Really I Can)” is the shortest song, at 2 minutes and 36 seconds.

Travis Kelce shared his early thoughts about the album

Ahead of the Super Bowl, Swift's boyfriend, Travis Kelce, the star tight end for the Kansas City Chiefs, weighed in on the new album.

“I have heard some of it, yes. It is unbelievable,” Kelce said . “I can’t wait for her to shake up the world when it finally drops.”

The couple , who have become the internet's favorite love story , were most recently spotted at Coachella 's first weekend.

Taylor Swift beat reporter speaks to NBC's Hallie Jackson

USA Today’s Taylor Swift reporter , Bryan West, spoke with NBC News about the album drop and all the Easter eggs being spotted by fans.

Swift's music is back on TikTok despite UMG dispute

Kalhan Rosenblatt

Some songs that Swift fans know “All Too Well” returned to TikTok this month, months after they were removed.

The songs were among the many tracks Universal Music Group pulled off TikTok after the label and the platform failed to reach an agreement this year. (UMG has no relationship to NBCUniversal, the parent company of NBC News.)

UMG, known as one of the “Big Three” global music companies, cleared its music from TikTok in late January, saying it was doing so because of a lack of compensation for artists and songwriters. TikTok previously fired back at UMG, accusing the company of putting “their own greed above the interests of artists and songwriters.”

The economics of 'The Tortured Poets Department'

Doha Madani

Die-hard Taylor Swift fans will be spending a pretty penny on her latest album release as she releases four variants of the album with one exclusive track each.

Each variant of “The Tortured Poets Department” is named after the bonus song found at the end of the album: “The Manuscript,” “The Bolter,” “The Albatross” and “The Black Dog.” If a fan wanted to collect them all, the minimum for $13.99 CDs at a store would cost at least $55.96 before taxes.

Longtime Swifties are already familiar with her tendency to provide deluxe editions, as anyone who was around for her original “1989” release can recall the Target exclusive that included three bonus tracks and three voice memos recorded by Swift.

Her “Midnights” release included a Target exclusive track that was added to streaming only months later, and in May she released a new song on “Midnights (The Late Night Edition).” But this is the first time Swift has put an exclusive song on each individual variant, with no clear timeline for when they might be added to streaming.

2024: The year of Post Malone and the pop girlies

Rebecca Cohen

Fresh off of a collab with Beyoncé on "LEVII'S JEANS" from her now-famed "Cowboy Carter," Post Malone finds himself on another major release of 2024: Swift's "The Tortured Poets Department."

He joins Swift on the album's first song, "Fortnight." Swift announced that "Fortnight" would be the album's lead single and the song for which she is releasing a music video 8 o'clock tomorrow night.

"I’ve been such a huge fan of Post because of the writer he is, his musical experimentation and those melodies he creates that just stick in your head forever," Swift wrote on social media. "I got to witness that magic come to life firsthand when we worked together on Fortnight."

While best known for more rap-focused songs, Post Malone is clearly making the rounds in the pop music scene, having also recently collaborated with Noah Kahan on "Dial Drunk." But his back-to-back appearances on arguably two of the biggest albums from pop artists this year raise the questions: Is Post Malone becoming a pop girlie? Is he just having a moment? Or is it all of the above?

There's a book about Swift's impact headed to bookshelves

Rolling Stone writer and music historian Rob Sheffield's book "Heartbreak Is the National Anthem: How Taylor Swift Reinvented Pop Music" will debut Nov. 12.

He's expected to dive further into Swift’s music and fan connection.

Swifties are celebrating with their own listening parties

Many Swifties are sharing their elaborate party setups online as they prepare to celebrate the album release at home.

Karen Rothdeutsch, 25, has decked out her bedroom in upstate New York with “The Tortured Poets Department”-themed decorations, complete with a platter of homemade cupcakes decorated to match Swift’s various vinyl variants.

“I just made my space a little more immersive for my first listen,” Rothdeutsch told NBC News. “I’ll be sitting in my bed with a box of tissues and a notebook, writing down my thoughts and probably checking into Twitter every so often to see what everybody’s thinking about it.”

She said she procured the decorations over the course of several weeks, but the whole setup cost her less than $100. While she decorates on a budget, she said she did splash out on the vinyl variants and collector’s edition CDs.

Swift's new album is already breaking a Spotify record

Spotify said on X that the “The Tortured Poets Department” became the most pre-saved album countdown page in the streaming service’s history.

Since its launch on March 28, TTPD's countdown page has ticked down to the album’s drop, now just hours away.

Was Swift's Grammys dress a 'Fortnight' Easter egg?

The white gown Swift wore to the 2024 Grammys, where she announced "The Tortured Poets Department," appears to have been an Easter egg.

taylor swift full length whote dress red carpet grammys

Swift appears to be wearing a very similar dress in the teaser for the "Fortnight (feat. Post Malone)" music video, which will debut 8 p.m. ET tomorrow.

Swift was also pictured hugging Post Malone at the ceremony. Some fans online pointed out a similar shot of the two singers that appears in the teaser for the music video.

Swift drops 'Fortnight' music video teaser

Swift blessed fans with a teaser for “Fortnight (feat. Post Malone)," the album's first single.

"At this hearing, I stand before my fellow members of The Tortured Poets Department with a summary of my findings. Album tonight. Fortnight music video tomorrow at 8pm et," Swift wrote in a post on X , which was accompanied by a short video clip.

The black-and-white teaser gave a sneak peak of the visuals for the music video. It's a combination of dramatic period gowns and a bleak medical setting in this supercut that is reminiscent of "Poor Things," which Swift's longtime friend Emma Stone recently won the best actress Oscar for.

Swift had announced she'd be dropping a music video at 8 p.m. ET tomorrow by sharing a “TTPD Timetable” on her Instagram page this week.

Merch is here — and already selling out

Hours before the album’s release, themed merchandise for “The Tortured Poets Department” is now available to order online.

The merch drop includes hoodies, crewnecks and gold jewelry branded with the album’s logo. A display case for the album vinyls seemingly sold out within minutes.

ICYMI: The Eras Tour concert film is on Disney+

In case you need something to do as you count down to the new album, “Taylor Swift: The Eras Tour” is on Disney+. Swift announced the film would be available for streaming in February.

The film features all songs from the three Los Angeles tour dates during which it was filmed at SoFi Stadium. They include “cardigan,” as well as four additional acoustic surprise songs from the tour: “I Can See You,” “Maroon,” “You Are in Love” and “Death by a Thousand Cuts.”

Swifties online are freaking out over purported ‘leaks’

The internet was at it again this week, with some online circulating what they said were leaks of Swift's new album. It is unclear from where and when the apparent leaks originated, but one Reddit thread is already filled with commentary.

As early as Tuesday, "taylor swift leak" appeared to be blocked from searches on X. Instead, when a user tried to search the phrase, a blank page popped up with the message, "Something went wrong. Try reloading."

The secret message has been decoded

The sixth and final word of the secret message, “mortem,” was revealed today, hidden in the lyrics of the song “Begin Again.”

The complete secret message is: “We hereby conduct this post mortem.”

In a collaboration with Apple Music, Swift sorted some of her existing songs into thematic playlists , along with audio messages from her.

The messages seemed to confirm some fans’ theories that the playlists mirrored the five stages of grief — denial, anger, bargaining, depression and acceptance — indicating that the new album may grapple with grief or loss. Swift later used a song from each playlist to reveal a hidden word on Apple Music every day leading up to the release of “The Tortured Poets Department.”

Swift sets fans loose on an international puzzle

Swifties had a big day yesterday after murals with QR codes were unveiled in cities around the world, including Mexico City, Paris and Chicago.

Fans stumbled upon the murals, which Swift had not announced, and scanned them to find a link to a YouTube Shorts video. Every mural had a unique code that led to a different video, each revealing a new letter as part of a word puzzle.

Fans came together online to help decode the puzzle, which seemed to hint at the new album's first track, because it spelled out "for a fortnight."

Swifties in Los Angeles flock to Spotify pop-up library

Many Los Angeles Swifties celebrated the new album with a pop-up library installation in partnership with Spotify.

The three-day event, which runs through today at The Grove, featured a sneak peek at some of the album's lyrics.

Fans posted videos of themselves lined up for hours to get a glimpse at the installation.

A manuscript was front and center at the installation, revealing new lyrics periodically as the pages were turned over the course of three days.

Many fans online tried to identify other potential Easter eggs in the pop-up library, such as a bust of a peace sign, quill and fountain pens and a globe that appeared to be pointing to Florida, the name of a track on the album.

Why is the album called 'The Tortured Poets Department'?

Fans were quick to note that “The Tortured Poets Department” is the longest title for a Taylor Swift album by a large margin, a distinction previously held by her third album, "Speak Now." Before "TTPD," "Speak Now" was her only album title consisting of more than one word.

Speculation surrounding the new album and its uncharacteristic title has primarily revolved around Swift’s 2023 breakup with British actor Joe Alwyn after their six-year relationship.

After the album announcement, a 2022 Variety interview between Alwyn and Paul Mescal resurfaced on X. The pair revealed in the interview that they were both members of a WhatsApp group chat titled the Tortured Man Club, prompting some fans to draw parallels between Alwyn and Swift’s upcoming album.

The true meaning of “The Tortured Poets Department” remains to be seen, but the album's rollout has featured references to famous poems like Charles Baudelaire’s “The Albatross,” among other literary references.

Clues keep coming

Speculation continues to grow over clues for lyrics, song titles and the album’s first music video.

Not much from Miss Swift so far

It's been a notably quiet rollout for "The Tortured Poets Department."

No themed Instagram grid overhaul, no lead singles, not even a cryptic calendar leading Swifties on wild goose chases for potential Easter eggs.

A week before the release, Taylor Swift was rocking out at Coachella instead of feeding her fans who are desperate for a hint of what's to come.

Aside from a hand-painted QR code on the side of a building in Chicago, a planned exhibit at The Grove in Los Angeles in partnership with Spotify and a quick video released Tuesday that appears to leave the "Midnights" era in the dust as viewers tour The Tortured Poets Department, Swift has been silent on what we can expect.

In the video , posted to her Instagram account, we did get a glimpse of a schedule that only showed release day, and on it, the promise of a music video on Friday at 8 p.m. ET. Fourteen tick marks beneath led some to think the music video could be for the 14th track on the album, or for the leading song, "Fortnight," since a fortnight is 14 days.

Swifties believing in the latter theory proved to be correct. Swift announced that the music video would be for "Fortnight" in a Thursday afternoon social media post.

Swifties online continue to grasp for any details to try to figure out what this mastermind might have in store for her beloved fan base.

What songs are on the new album?

Here's what songs are on the track list.

"Fortnight (feat. Post Malone)"
"The Tortured Poets Department"
"My Boy Only Breaks His Favorite Toys"
"So Long, London"
"But Daddy I Love Him"
"Fresh Out the Slammer"
"Florida!!! (Florence + the Machine)"
"Guilty as Sin?"
"Who’s Afraid of Little Old Me?"
"I Can Fix Him (No Really I Can)"
"I Can Do It With a Broken Heart"
"The Smallest Man Who Ever Lived"
"The Alchemy"
"Clara Bow"

Swift has also announced four bonus tracks: "The Manuscript," “The Bolter,” “The Albatross” and “The Black Dog.” Each bonus track will be available on a separate vinyl variant and won't be on the streaming version of the album.

When does 'The Tortured Poets Department' drop?

Swift's 11th studio album, "The Tortured Poets Department," will be released Friday at 12 a.m. ET, or 9 p.m. PT.

It will be available for purchase on vinyl, on cassette, as a digital album and in CD form. It will also be on several streaming services, including Spotify and Apple Music.

But if you plan to stream “The Tortured Poets Department” right after its release, be prepared for potential delays. When Swift’s most recent brand-new album, “Midnights,” was released, Spotify briefly crashed because of intense demand.

Angela Yang is a culture and trends reporter for NBC News.

Doha Madani is a senior breaking news reporter for NBC News. Pronouns: she/her.

Rebecca Cohen is a breaking news reporter for NBC News.

is culture and trends editor for NBC News Digital.

Action Report: Will Zalatoris, Sahith Theegala popular ahead of Zurich Classic of New Orleans

Golfbet News

Change Text Size

The event will use alternating formats of Four-balls (best ball) and Foursomes (alternate shot). The first and third rounds will be Four-ball, and the second and final rounds will be Foursomes.

A team event presents some unique variables when it comes to handicapping, but bettors at the BetMGM online sportsbook have a consensus favorite.

As of Wednesday, the team of Will Zalatoris and Sahith Theegala has pulled in a massive 24.8% of the handle on 16.3% of the tickets. Their odds opened at +1000 and have dropped to +800. This team features two of the best iron players on the PGA TOUR, and are both seeking their second career victories.

“Punters are betting into Theegala and Zalatoris like they have already won,” explained BetMGM’s Tristan Davis. “They have been by far the most popular duo as of now.”

Theegala is coming off a solo second at the RBC Heritage and has five top-10 finishes this season. Zalatoris, who returned this season following back surgery last April, has three top 10s in nine starts.

Patrick Cantlay and Xander Schauffele (+450), who won the event in 2022, are the second-most popular team. They are drawing 19.2% of the handle on 15.1% of the tickets.

Schauffele has seven top 10s in 10 starts this season, while Cantlay is coming off a T3 at the RBC Heritage, his best finish this season. The two also have plenty of team experience, having been paired together in past Ryder Cups and Presidents Cups.

Theegala/Zalatoris, Nick Taylor/Adam Hadwin (+2500, down from +4000) and Cantlay/Schauffele are BetMGM’s biggest liabilities.

Current Handle & Tickets

1. Will Zalatoris/Sahith Theegala – 24.8% 2. Xander Schauffele/Patrick Cantlay – 19.2% 3. Rory McIlroy/Shane Lowry – 10.6% 4. Nick Taylor/Adam Hadwin – 7.9% 5. Collin Morikawa/Kurt Kitayama – 5.5%

1. Will Zalatoris/Sahith Theegala – 16.3% 2. Xander Schauffele/Patrick Cantlay – 15.1% 3. Rory McIlroy/Shane Lowry – 8.8% 4. Collin Morikawa/Kurt Kitayama – 7.9% 5. Nick Taylor/Adam Hadwin – 7.2%

McIlroy/Lowry (+750) are good friends who have been on the same Ryder Cup teams in the past, but both men are looking to build some momentum. McIlroy only has one top-10 finish this season, while Lowry has two.

The Canadian duo of Taylor/Hadwin finished second to Nick Hardy/Davis Riley a year ago and could use this week to showcase themselves as a potential Presidents Cup pairing for later this year.

* Visit BetMGM.com for terms and conditions. 21+ years of age or older to wager. BetMGM is available in AZ, CO, DC, IA, IN, IL, KS, KY, LA, MA, MI, MS, NJ, NV, NY, OH, PA, TN, VA, WV, or WY only. All promotions are subject to qualification and eligibility requirements. Paid in bonus bets. Bonus bets expire in 7 days from issuance. Minimum deposit required. Excludes Michigan Disassociated Persons. Please Gamble Responsibly. Gambling problem? Call 1-800-NEXT-STEP (AZ), 1-800-522-4700 (CO, DC, LA, NV, WY, VA), 1-800-270-7117 for confidential help (MI), 1-800-GAMBLER (IN, NJ, PA & WV), 1-800-BETS OFF (IA) or call (877-8-HOPENY) or text HOPENY (467369) (NY), call or text the Tennessee REDLINE: 800-889-9789 (TN) or call 1-888-777-9696 (MS). Sports betting is void where prohibited. Promotional offers not available in Nevada.

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2024 Zurich Classic live stream, TV schedule, how to watch online, channel, tee times, radio, golf coverage

Grab a partner for this team-style event on the pga tour.

For the seventh straight year, players will travel down to the Bayou to take part in the PGA Tour's annual team-style event. The 2024 Zurich Classic welcomes 80 teams of two as partners hope to grab a trophy by week's end at TPC Louisiana.

Headlining the action are the two players who seemingly do everything together: Xander Schauffele and Patrick Cantlay. The good friends were victorious in their first go around in 2022 but failed to defend their title a season ago in large part due to their play in four-ball; Schauffele and Cantlay were more effective in foursomes in Rounds 2 and 4 than they were in the four-ball format in Rounds 1 and 3.

They will hope to rectify this shortcoming in their third appearance together against a number of new pairings making their debuts. They include world No. 2 Rory McIlroy, who will be making his first tournament appearance alongside Shane Lowry. The two have shared Ryder Cup moments together and will now share their first Zurich Classic starts together hoping to find a little form in this format.

The two could prove to be Schauffele and Cantlay's greatest competition, but they will not be alone. Will Zalatoris and Sahith Theegala are a strong duo on paper, as are Collin Morikawa and Kurt Kitayama. Adam Hadwin and Nick Taylor hope to do one better than their runner-up performance in 2023, with Corey Conners and Taylor Pendrith also starring as an all-Canadian team.

The brothers of Alex and Matt Fitzpatrick team up for the second straight year, with Rasmus and Nicolai Hojgaard and Parker and Pierceson Coody also making this week a family affair.

All times Eastern; streaming start times approximated

Round 1 - Thursday

Round starts: 8 a.m.

PGA Tour Live: 8 a.m. - 6:30 p.m. -- PGA Tour Live

Live TV coverage: 3:30 - 6:30 p.m. on Golf Channel, fubo (Try for free) Live streaming: 3:30 - 6:30 p.m. on Peacock

Radio: 1 - 6:30 p.m. -- PGA Tour Radio

Round 2 - Friday

Round 3 - saturday.

Round starts: 9 a.m.

PGA Tour Live: 9 a.m. - 6 p.m. -- PGA Tour Live

Early TV coverage: 12:45 - 2:45 p.m. on Golf Channel, fubo (Try for free) Live streaming: 12:45 - 2:45 p.m. on Peacock

Live TV coverage: 3-6 p.m. on CBS Live simulcast: 3-6 p.m. on CBSSports.com and the CBS Sports App

Radio: 1-6 p.m. -- PGA Tour Radio

Round 4 - Sunday

Round starts: 10:30 a.m.

PGA Tour Live: 10:30 a.m. - 6 p.m. -- PGA Tour Live

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IMAGES

The Ultimate Guide to PR Reports [Example + Template]
PR Report Tour
PRReport
PRReport
The Ultimate Guide to PR Reports [Example + Template]
The Ultimate Guide to PR Reports [Example + Template]

VIDEO

News report tour 1
PR 13 Progress Report as of March 25, 2024

COMMENTS

The Ultimate Guide to PR Reports [Example + Template]
The Ultimate Guide to PR Campaign Reports (with Example and Template) Gina Nowicki , Marketing & Communications Specialist. April 12th, 2024. It's the end of the month and you find yourself staring at your computer screen and taking a long, deep breath. It's your least favorite day of the month: the one when all of your client PR campaign ...
How To Write a PR Report (Plus Definition and Example)
Example PR report. Here's an example of a PR report to help you craft your own: Quarterly Status Report: Release of BeautyCare Coconut Infusion Hair Mask Tasks completed since Q1 release: National press release written and submitted to 21 media agencies. Free samples and coupons distributed at 200 stores nationwide.
PR Reporting Template (A Must-Have For PR Pros)
Searching for a PR reporting template? Straight off the bat, here are some tips on how to craft the perfect PR reporting template: Front-load the report with the most valuable PR metrics. Provide context and explain the relevance of specific results. Mention all supporting activities, such as PR planning. Create a striking visual presentation using
PR Reporting 101: How to, Format & Samples
A PR report is a detailed account of the past month's activities and outcomes. This includes explanations of metrics, campaign results, press release outcomes, and audience engagement. The report concludes with actionable steps for future improvements and progress. A PR report is heavily reliant on media coverage analysis.
How To Write A PR Report (Don't Forget These Components)
How To Write A PR Report (Must-Have Elements) Hit The Ground Running. Grab attention from the outset. As PR practitioners, we are aware that our clients or executives may be pressed for time. Therefore, aim to kick-start a PR report with the most impactful coverage, key metrics, and notable campaign activities. Provide Context. Continually ...
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PR Report Checklist: 3 Key Steps. First things first, let's backtrack a bit and establish the foundation of your PR report. To truly present and prove the value of your work, there are 3 key steps to keep in mind: 1. Identify the goal of your PR campaign and that one essential chart.
Create a Professional PR Report with this free Template [Download]
The summary page provides an overview with results of your PR campaign. To get the numbers you have to fill out on this page of the template, add the readership, coverage views and social shares of all your earned media. Although it is the second page of the template, it is the last one you should use when creating your report.
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PR Reports: The essential elements of a quality PR report
2. Failing to connect the data to the work being done. Don't sell yourself short. Explain how the work that you've done correlates to the progress being made. A PR report is not the time for humility. 3. Getting so lost in the numbers that you forget the people behind those numbers.
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But with some products or services, this does happen—during press tours, one of the jewels in the crown of a strategic PR plan. During a press tour, a brand receives face-to-face meetings with the press in order to provide a hands-on look and real-time presentation on what the company has to offer to consumers.
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Here are five tips for year-end reports: 1. Plan ahead. Determine ahead of time what the key metrics are to track and report on for the year. If you do monthly or quarterly reporting for your clients, the end-of-year report may simply follow the same pattern, but may go into more depth and provide a broader view of the year.
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Clearly define the goals of the PR campaign. Your PR report will only be as good as your PR campaign. That's why it's crucial the clearly define the goals of the campaign before you start doing anything. In your reports, you need to present proof that your work is bringing substantial value to your clients' businesses.
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When planning a PR report, you should refer back to the original client brief that identified what they wanted to accomplish from working with your agency. You can then start collating the information needed in the following elements. 1. Data. While your PR report will contain some qualitative evidence, quantitative data should be easy to ...
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Be opportunistic to leverage executive availability and travel from a media perspective. If given the chance to suggest a location for the press tour, once again be strategic and look at factors like company goals, news drivers and contacts. 3. Form targeted list. Align your list with the goal of your press tour and select targets with a purpose.
How to Write a Visit Report: 12 Steps (with Pictures)
1. Add a title page to the beginning of your report. The title should be the name of the visit and site, such as "Visit to Airplane Factory" or "Corporate Headquarters Visit Report." Under the title, include your name, your institution, and the date of the visit. Do not put any other information on this page.
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Tiger Woods will receive up to $100 million in equity as part of the newly created for-profit PGA Tour Enterprises, with Rory McIlroy getting about half that amount, according to a report.
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The loyalty shown by Tiger Woods, Rory McIlroy and other star golfers to the PGA Tour will be officially rewarded on Wednesday. Woods is set to receive $100 million in equity as part of the newly ...
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