The weekly report: what to measure in outreach and PR, and what to ignore
Ask most companies what their outreach and PR are producing and you get opens, impressions and "brand awareness." None of those pay anyone. The numbers that matter are the ones a CEO or a board can act on: who was reached, who replied, who met, what was placed, what stalled, and what happens next. A weekly report that shows those is the difference between a program that gets renewed and one that gets cut.
Activity: what went out
Accounts mapped and added. Touches sent by channel: email, LinkedIn, calls, contact forms. Pitches sent to press, newsletters and podcasts. Registrations driven. This is the input. It should be steady and it should be visible, because when it drops, everything downstream drops two weeks later.
Response: what came back
Replies, by account and by type: interested, not now, wrong person, referral. Reply rate by segment, because it tells you which list is working. Calls connected. Placements landed, interviews booked. Registrants who attended and stayed. This is where the list quality shows.
Outcome: what it produced
Meetings booked and held. Introductions made and where they went. Deals or commitments in motion, with a stage. Coverage that ran, with a link. For public companies, earned versus paid coverage share. This is what the CEO reads first.
Stalled: what needs a decision
The accounts that replied and went quiet. The placements promised and not run. The registrants who attended and did not book. Every one has a next action and an owner. This section is the one that makes the report useful instead of decorative.
The judgment line
One paragraph, written by a person: what the numbers mean, what is working, what is not, and what changes next week. Without it the report is a spreadsheet. With it, it is a steering wheel.
Trend, not snapshot
Every number against last week and the four-week average. A single week means nothing. The direction over a month means everything.
- Activity by channel and lane
- Response by account and type, with reply rate by segment
- Outcomes: meetings, intros, placements, pipeline, with links
- Stalled items with next action and owner
- One paragraph of judgment
- Every number trended against the prior four weeks
- One page, every week, same day
Where Optuny fits
This is the report every Optuny program ships, on the dashboard and in your inbox, every week. See the dashboard format, or pick your card and see the play.
We build the list. We do the outreach. You take the meetings. Any industry.
See the play for your company