✶ Create reports that get read
Client reports aren't always compelling reads.
As SEOs and marketers, we spend a decent amount of time preparing reports for clients—and it's not always fun.
Like me, you might wonder how much of your hard work gets noticed or read.
You know I'm a fan of storytelling, and great reporting means telling stories.
But you need balance.
In PR—or any agency—reporting, there's a fine line between engaging stories and professional business communication.
While narrative elements will strengthen your reports, they shouldn't overshadow what matters most to clients: Results and ROI.
The key is to think like a journalist rather than a data analyst.
Instead of just listing metrics and achievements, weave them into a story that shows the brand's results and impact.
Here's how to strike a balance:
Focus on key campaigns
Instead of trying to tell a story for every single metric or campaign, concentrate on a few key initiatives that had significant outcomes.
For example, if a particular digital PR campaign led to a notable increase in brand mentions or website traffic, use that as your focal point.
Let KPIs drive the narrative
Every story element in your report should connect directly to your key performance indicators (KPIs).
Instead of writing, "We launched an exciting social media campaign," frame it as "Our targeted LinkedIn campaign drove 150% more engagement than previous quarters, resulting in 45 qualified leads for your sales team."
The goal isn't to tell just any story – it's to tell the story your data is revealing.
When you spot a trend in your metrics, use that as your narrative hook.
Did website traffic spike after a particular media placement?
That's not just a number; it's the beginning of a cause-and-effect story that demonstrates clear business value.
Data: Your central character
While storytelling adds color to your reports, data is your primary narrative thread.
Think of metrics as chapters that move your story forward.
Instead of saving all your numbers for a couple of pages of charts and graphics, include them naturally throughout your report.
Example:
"The campaign gained momentum in March, with social shares increasing 40% week-over-week. By April, this heightened visibility translated into 12 inbound media requests – triple our monthly average."
Keep anecdotes focused
Client anecdotes and examples can bring your results to life, but keep them brief and relevant.
A two-sentence example that illustrates a successful media placement is helpful. A 3 paragraph story about your pitching process probably isn't.
Good example: "Our targeted strategy paid off when The Atlantic's senior editor responded within 24 hours, leading to coverage that drove 25,000 visitors to your website."
Professional language sets the tone
Avoid marketing buzzwords, excessive adjectives, or a casual tone. Your goal is to sound like a trusted business partner, not a creative storyteller.
Instead of: "We absolutely crushed the competition with an amazing campaign that got tons of awesome feedback!"
Try: "The campaign exceeded key metrics across all channels, securing 15 tier-one placements and increasing share of voice by 25%."
Connect everything back to business impact
When highlighting a successful social media post, don't just celebrate the engagement numbers—connect them to broader business goals.
Example:
"The LinkedIn thought leadership piece generated 1,493 interactions, including comments from 9 C-suite executives at target accounts. This visibility supported your Q3 enterprise sales initiatives, with sales reporting that two of these accounts entered the pipeline."
Remember, your clients aren't looking for a gripping tale–they're looking for evidence that their investment is paying off.
Use storytelling techniques to make that evidence clearer and more memorable, but always keep the business impact front and center.
When you strike this balance, you'll create persuasive and informative reports your clients actually read.
Do these tips help you?
Related: 8 PR Report Examples & Templates to Bookmark for Inspiration
