Reporting on PR can feel like an exercise in wrestling clouds and herding cats. Whilst it’s pretty easy to understand what’s been done as far as outputs are concerned, it can be much harder to get a clear idea on what that’s got to do with the pesky business of creating commercial impact.

Excess share of voice (ESOV) can play an important role here, not only in defining how you’re doing against the competition but also proving how your activity is contributing to business growth. Whilst PR has other important benefits in terms of how