Why do Swiss companies invest millions in PR measures without measuring their success? Why do many communications managers find it difficult to prove the ROI of their work? How do successful companies manage to turn their PR investments into measurable business results?
These questions are currently preoccupying many Swiss SMEs. At a time when every franc counts and budgets are increasingly being scrutinized, it is no longer enough to rely on gut feeling. Modern communications work requires hard facts and verifiable proof of success.
The days when PR success was measured solely by the number of press clippings are definitely over. According to a recent study by Bernet PR and ZHAW, 88% of Swiss companies already use advanced metrics such as reach and engagement to measure the success of their communication activities.
Digital transformation has fundamentally changed the PR landscape. Today, we have tools at our disposal that provide precise insights into the effectiveness of our communication measures. From real-time analytics and sentiment analysis to detailed conversion tracking, the possibilities are endless.
Nevertheless, many Swiss companies struggle with practical implementation. From our experience with over 200 Swiss SMEs, we know the challenges: Which key figures are really relevant? How do you calculate PR ROI correctly? And above all: How do you translate abstract communication goals into measurable business results?
Reach remains a fundamental metric. It shows how many people your messages can potentially reach. In the Swiss media landscape—from the NZZ to 20 Minuten to regional titles such as the Basler Zeitung—reach varies greatly.
Impressions go one step further and show how often your content has been viewed. For an average press release in Switzerland, you can expect between 50,000 and 500,000 impressions, depending on the topic and news value.
As HBI Communication emphasizes in its analysis, modern media response analysis goes far beyond simply counting clippings. The decisive factors are:
In the digital age, commitment is worth its weight in gold.
Likes, shares, and comments show whether your messages are really resonating. Swiss companies record average engagement rates of 2-5% on LinkedIn, while up to 8% is possible on Instagram—depending on the industry and content quality.
With our network of communications experts, we have found that the most successful campaigns combine traditional media relations with targeted social media engagement. An article in the Tages-Anzeiger newspaper, paired with a well-thought-out LinkedIn strategy, can multiply your reach.
This is where the wheat is separated from the chaff. Modern PR must demonstrate its contribution to specific business objectives:
The calculation of PR ROI follows a simple basic formula:
ROI = (profit - costs) / costs × 100
In practice, however, this is more complex. In its practical guide, Optimizely recommends a differentiated approach:
A Zurich-based fintech startup invested CHF 25,000 in a three-month PR campaign. The results:
ROI calculation: (180,000 - 25,000) / 25,000 × 100 = 620%
Every franc invested thus yielded a return of CHF 6.20—a compelling argument for strategic PR work.
Digitalization has revolutionized the measurement of PR success. 3E Public Relations points out that AI-supported analysis tools are becoming increasingly important. These enable:
For Swiss SMEs, we recommend a combination of professional monitoring tools and Google Analytics. Investing CHF 500–2,000 per month in professional analysis tools quickly pays off through improved strategic decisions.
Successful PR measurement takes both worlds into account:
Offline metrics:
Online metrics:
The trick is to combine these data sources in a meaningful way to create a comprehensive picture of success.
Define SMART goals for your PR activities. Instead of "We want to become better known," formulate: "We will increase our media mentions in Swiss business media by 30% within 6 months."
Monthly reports are standard; weekly dashboards are recommended for campaign-critical phases.
Brand Affairs uses a standardized reporting format for clients that shows all relevant KPIs at a glance.
Compare yourself with relevant competitors. In the compact Swiss business world, industry comparisons are particularly insightful. An SME from Basel should measure itself not only against local competitors, but also against those in Zurich and Geneva.
Modern PR works across channels. Develop models that recognize the contribution of different touchpoints:
The transformation to a measurement-oriented PR culture requires more than just new tools. It requires a rethink throughout the entire organization.
From our consulting practice, we know that the greatest resistance often comes from experienced PR professionals who view their work as an "art." The solution lies in striking a balance—creative excellence paired with analytical precision.
High follower numbers are impressive, but they say little about actual business success. Focus on metrics that are directly linked to your business goals.
Don't wait for the perfect measuring system.
Start with the available data and continuously improve. An 80% solution today is better than a 100% solution in a year.
PR success comes from working together with marketing, sales, and product development. Break down departmental barriers and create integrated performance measurements.
The coming years will bring exciting developments:
Swiss companies that invest in modern measuring systems today are securing decisive competitive advantages for tomorrow.
Would you like to finally make your PR investments measurable and achieve a demonstrable ROI? Brand Affairs supports you in developing a customized performance measurement system. With over 18 years of experience in the Swiss market and our network of analytics experts, we transform your communication into a measurable success factor.
Contact us for a no-obligation consultation. Together, we will develop a performance measurement strategy that suits you
