#31 How To Future-Proof Your PR Reporting with Stella Bayles

May 1, 2025

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In this episode of the Digital PR Podcast, we’re joined by Stella Bayles, Co-Founder and Director of PR Tool CoverageBook and author of ‘PR's Digital Resolution’, to talk about how PR measurement is evolving – and where it still needs to catch up. Stella shares her perspective on how automation, AI, and SEO techniques have transformed PR reporting, from saving time to proving true business impact. Join us for a conversation that challenges traditional PR practices as we know them!

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00:05:30 - CoverageBook: Stella explains the creation of CoverageBook, highlighting its aim to save PR professionals time by automating the manual process of collating coverage and metrics for reporting.

00:10:00 - Evolution of PR Measurement: Discover the significant changes in PR measurement over the past decade, including the shift towards automation and the challenges posed by an overwhelming amount of data.

00:15:30 - Common Measurement Mistakes: Stella discusses the pitfalls PR professionals in measuring their results, emphasising the importance of focusing on meaningful engagement.

00:20:00 - The Role of AI in PR: Exploring how AI is influencing PR measurement and the importance of human insight in the process.

00:25:00 - CoverageBook Case Study: Stella shares how Diageo effectively utilised CoverageBook to measure impressions and secure additional budget for their PR activities.

00:30:00 - Future of PR Measurement: Stella offers her insights on the future of PR measurement, discussing the need for integration with marketing and the growing importance of reputation management in the industry.

00:35:00 - Future Gazing: Stella reflects on the evolving landscape of PR and invites listeners to connect with her on LinkedIn for further discussions.

Check out the full transcript here.

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

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