The tool is based on data collection software and offers evidence on the impact of metrics that can be attributed to PR activity, such as website visitors.

Users can segment results generated by specific campaigns, sources and messages.

Sensu said the tool is designed to ‘bridge the gap’ between media coverage and business outcomes.

The tool is part of a broader set of reporting services aimed at PR professionals. Sensu uses the measurement tool to monitor results and creates reports to measure the impact of PR and brand profile on factors including reputation and sales.

Steve Leigh, managing director, Sensu Insight, said: “Being able to evidence the tangible business and behaviour outcomes of your work is a must in 2024 and should be a priority for PR professionals looking to protect their retainers or prepare for strategic reviews.”