What are key performance indicators (KPIs) used for in public relations?

Key performance indicators (KPIs) are essential tools in public relations used primarily to demonstrate how effectively an organization is achieving its public relations objectives. They provide measurable values that reflect the success or progress of various PR strategies and campaigns. By establishing specific KPIs, organizations can track their performance over time, assess the impact of their communication efforts on the target audience, and determine whether they are meeting their strategic goals.

For example, if a public relations campaign aims to increase brand awareness, KPIs such as media mentions, share of voice, or audience reach can be tracked to gauge success. This data not only helps in assessing outcomes but also supports planning for future initiatives and adjusting tactics as necessary to improve results. This focus on effectiveness is what makes B the correct answer in the context of public relations practice.

The other options, while relevant to public relations, are more specific aspects of the broader framework that KPIs provide. Measuring audience satisfaction and engagement can be part of a KPI strategy, but they do not capture the full essence of what KPIs are meant to achieve. Similarly, comparing performance against competitors and identifying popular media platforms can be useful, but these are not the primary purpose for which KPIs are established in public relations.