PR Coverage Report Template (United States) – A Practical Checklist for 2025

Tony Yan

·October 7, 2025

·6 min read

A strong PR coverage report should help stakeholders quickly see what happened, why it mattered, and what to do next. This checklist gives US-based teams a practical, repeatable workflow aligned to the AMEC Barcelona Principles 4.0, US FTC endorsement rules, and sound data hygiene—so your reports stand up to scrutiny and drive decisions.

How to Use This Checklist

Apply it monthly, quarterly, and for campaign wrap-ups.
Mark items as completed; use [Mandatory] tags to prioritize governance/compliance steps.
Adapt the optional items by scenario (e.g., crisis reporting, annual benchmarking).

1) Objectives & Scope (set before you collect data)

Define business-aligned objectives and KPIs [Mandatory].
- Write 1–3 objectives tied to business outcomes (e.g., category awareness, reputation drivers, qualified traffic). Why it matters: AMEC’s Barcelona Principles 4.0 emphasize setting clear, measurable objectives and rejecting vanity metrics, as outlined in the AMEC Barcelona Principles 4.0 overview (2025).
Specify reporting period and cadence.
- Note start/end dates; choose monthly/quarterly/campaign cadence; normalize to a single US time zone (e.g., ET).
Define media scope (earned/owned/shared/paid) and included markets.
- Clarify US national vs. regional/local coverage, plus any global placements. Tag paid/sponsored content separately (see FTC section).
Confirm competitor set and keyword universe.
- List direct competitors and aspirational peers; define branded/unbranded terms, product names, spokespersons, and themes; keep consistent for fair Share of Voice comparisons.

2) Data Collection & Hygiene (build a reliable foundation)

Centralize data sources and document methodology [Mandatory].
- Media monitoring (news/social), social listening, web analytics (GA4), CRM; note sampling windows, query terms, exclusions.
Deduplicate and de-syndicate coverage [Mandatory].
- Separate unique editorial from wire syndications/scraped copies; count the original placement and down-weight syndicated duplicates. Why it matters: de-duplication ensures fair SOV and reach. See practical definition examples in Brandwatch’s Share of Voice guidance (2025).
Normalize timestamps and outlets.
- Use a single time zone across logs; standardize outlet names; capture paywall status.
Capture verification assets.
- Save screenshots/PDFs, archive URLs, and note corrections/retractions; maintain a secure repository.
Maintain a coverage log with taxonomy [Mandatory].
- Columns: URL, outlet, date/time, tier, headline, author, sentiment, prominence, spokesperson quotes, message pull-through tags, disclosure status (paid/sponsored), backlinks (follow/nofollow), region, and notes.

Common mistakes to avoid:

Counting syndicated wire copies as multiple “unique” placements.
Omitting paywalled links or failing to provide internal clips for reviewers.
Mixing earned and sponsored coverage without disclosures.

3) Metrics & Analysis (outputs → outtakes → outcomes → impact)

Structure reporting using AMEC’s taxonomy to move from activity to effect. The refined outputs/outtakes/outcomes/impact model in the AMEC Barcelona Principles 4.0 (2025) helps align PR work with organizational goals.

Outputs (what was published)

Count unique placements and tiering [Mandatory].
- Classify outlets (Tier 1/2/3) by relevance/influence; exclude duplicated syndications.
Assess prominence.
- Score placement type (headline/lede/body), depth of mention (feature vs. passing), presence of quotes/photos/logos.
Track message pull-through.
- Tag whether priority messages/claims appeared (exact quote, paraphrase, diluted); compute % of coverage featuring key messages.
Sentiment analysis with manual QA.
- Use automated tools, then manually review for nuance (irony/sarcasm) and correct misclassifications.

Outtakes (audience response proxies)

Social engagement and discussion depth.
- Interactions around coverage (shares, comments, meaningful discussion threads).
Share of Voice (SOV) [Mandatory].
- Calculate: SOV (%) = your brand’s mentions ÷ total category mentions × 100. Keep the competitor and keyword universe consistent; consider weighting by outlet tier. For definitions and methods, consult Brandwatch’s SOV guide (2025).
Reach/impressions with standardized methods.
- Apply consistent estimation rules; avoid inflation from duplicated syndications.

Outcomes (behavioral or perception change)

Reputation/awareness indicators.
- Track changes in message uptake, sentiment trends, search lift for branded terms, spokesperson credibility signals.
Web impact.
- Attribute referral traffic from coverage using analytics; evaluate engagement and assisted conversions. Ensure UTM governance is consistent (source/medium/campaign naming) and documented.
SEO impact.
- Measure backlinks gained, referring domains, and anchor relevance; separate follow vs. nofollow; evaluate linking page quality.

Impact (business results where attributable)

Tie PR outcomes to business KPIs.
- Examples: increases in qualified site signups following Tier 1 features; improved partner inquiries after thought-leadership quotes; reduction in issue confusion after clarifying coverage.
Document attribution caveats.
- Note that multi-touch journeys mean PR is often an assist; keep assumptions explicit and conservative.

What to exclude: AVE (Advertising Value Equivalency) [Mandatory].

In line with Barcelona Principles, do not report AVE. Instead, focus on quality-weighted outputs, outcomes, and impact. This stance is reaffirmed across AMEC-aligned guidance; see the principle outline in AMEC’s Barcelona Principles 4.0 (2025).

4) Benchmarking & Insights (context and actionability)

Compare period-over-period (PoP) and year-over-year (YoY) [Mandatory].
- Trend SOV, sentiment, message pull-through, tiered placements; flag seasonality.
Use category benchmarks for external context.
- Where available, reference industry-wide metrics. For example, CoverageBook’s Benchmark 2025 analyzes millions of URLs to establish typical performance ranges—helpful for setting realistic expectations.
Extract patterns and drivers.
- Identify which topics, formats, outlets, and spokespersons correlate with outcomes.
Recommend 2–5 next actions.
- Examples: deepen Tier 1 relationships where message pull-through is strongest; adjust briefing materials for frequent misinterpretations; invest in formats that reliably generate backlinks.
Document limitations and caveats.
- Sampling constraints, partial “dark social,” automated sentiment error rates, and any excluded sources.

5) Compliance & Governance (US-specific) [Mandatory]

Label sponsored/influencer content correctly.
- The FTC requires clear and conspicuous disclosure of any “material connection” (payment, gifts, employment). Disclosures must match the format (e.g., audible and visual in videos; repeated in live streams) and be understandable to ordinary consumers. For authoritative rules and examples, see the FTC Endorsement Guides Q&A (updated 2023).
- In your report, mark such items as paid/shared, not earned.
Reject AVE explicitly.
- State that AVE is not used and explain your outcome/impact alternatives (see AMEC principles above).
Respect copyright and fair use in clips/screenshots.
- Limit excerpts to what’s necessary for analysis, add commentary, restrict distribution to internal stakeholders, and avoid substituting for the original. The four-factor test under 17 U.S.C. §107 is summarized by the U.S. Copyright Office’s Fair Use Index.
Ensure accessible visuals and documents.
- Use color contrast and alternative text for charts, proper headings, and readable structure for PDFs. For standards, consult W3C’s WCAG 2.2 (Level AA).
Methodology transparency.
- Include taxonomy, data sources, query logic, and known limitations in an appendix.

6) Packaging & Delivery (make it executive-ready)

Executive summary (one page).
- Objectives, top outcomes, three insights, and three recommended actions; include one SOV chart and one sentiment trendline.
Visualizations.
- SOV comparison (brand vs. competitors), sentiment trend over time, heatmap of placements by tier/region, message pull-through matrix.
- Apply accessible color contrast and add alt text; provide accompanying data tables for complex visuals.
Appendices and evidence [Mandatory].
- Coverage log (as defined), screenshots/links, methodology dictionary, and disclosure labeling for paid/sponsored content.
Delivery format.
- Provide a web-friendly version and a PDF; ensure reading order is correct and hyperlinks function.
Reviewer checklist.
- Verify numbers line up across charts and tables, alt text is present, disclosures are visible, and caveats are documented.

Quick-Reference: Printable Checklist (copy into your reporting template)

Objectives & Scope
- Define objectives/KPIs aligned to business [Mandatory]
- Set reporting period and time zone
- Specify media scope and markets
- Confirm competitor set and keywords
Data Collection & Hygiene
- Document sources and methodology [Mandatory]
- Deduplicate and de-syndicate coverage [Mandatory]
- Normalize timestamps/outlets; note paywalls
- Capture screenshots/PDFs and archive links
- Maintain coverage log with taxonomy [Mandatory]
Metrics & Analysis
- Count unique placements and tiering [Mandatory]
- Score prominence and message pull-through
- Conduct sentiment analysis with manual QA
- Calculate SOV (consistent universe) [Mandatory]
- Standardize reach/impressions (no inflation)
- Assess web and SEO impact (referrals, backlinks)
- Tie outcomes to business KPIs; note attribution caveats
- Exclude AVE; state alternatives [Mandatory]
Benchmarking & Insights
- Compare PoP and YoY trends [Mandatory]
- Reference category benchmarks when available
- List 2–5 concrete next actions
- Document limitations/caveats
Compliance & Governance
- Label sponsored/influencer content per FTC [Mandatory]
- Reject AVE explicitly [Mandatory]
- Apply fair use practices for clips/screenshots [Mandatory]
- Ensure accessibility (contrast, alt text, headings) [Mandatory]
- Include methodology and taxonomy in appendix [Mandatory]
Packaging & Delivery
- One-page executive summary
- SOV, sentiment, heatmaps, matrices (accessible)
- Appendices: coverage log, evidence, methodology [Mandatory]
- Provide web and PDF versions; test links
- Reviewer QA pass

Practical Tips from the Trenches

Flag embargoed stories and track whether they published as planned; note any corrections/retractions.
Attribute multi-brand or partner mentions fairly (co-marketing); tag ownership of quotes and messages.
Use conservative estimates for reach/impressions and explain your method.
Keep a living competitor/keyword list; review quarterly to reflect market changes.
Run a final “syndication sweep” to ensure wire pickups don’t inflate counts.

Source Notes (for stakeholder confidence)

Measurement principles and AVE rejection: AMEC Barcelona Principles 4.0 (2025)
SOV definitions/methods: Brandwatch SOV guidance (2025)
Industry benchmarking context: CoverageBook Benchmark 2025
US disclosure rules: FTC Endorsement Guides Q&A (updated 2023)
Accessibility standards: W3C WCAG 2.2
Copyright/fair use guidance: U.S. Copyright Office Fair Use Index

This checklist is designed to be copied into your reporting template and adapted to your organization’s taxonomy and tools while staying aligned to recognized standards.