---
title: Why Your Public Relations Strategy Shouldn’t Be Measured On Backlinks
description: Understanding why you’re hiring a PR agency to advance your company’s goals is essential. So is making sure you agree on those goals at the relationship’s inception. Successful client-PR partnerships begin with pinpointing what success looks like and agreeing on effective ways to measure it. Each client campaign is different, so those measurements will likewise...
---

[We’re hiring! Explore career opportunities at Red Fan Communications.](https://www.redfancommunications.com/careers/)

[![redfan_logo](https://blog.redfancommunications.com/hs-fs/hubfs/redfan_logo.png?width=220&height=92&name=redfan_logo.png "redfan_logo")](http://redfancommunications.com)

[![Red-Fan-Communications-logo](https://blog.redfancommunications.com/hs-fs/hubfs/raw_assets/public/Redfancommunications_October2020/images/redfan-logo_on_transparent_background.png?width=2826&height=1181&name=redfan-logo_on_transparent_background.png "Red-Fan-Communications-logo")](http://redfancommunications.com)

- [Contact Us](https://redfancommunications-1.hubspotpagebuilder.net/contact-us)
- [About Us](https://redfancommunications-1.hubspotpagebuilder.net/about-us)
- [Home](https://redfancommunications-1.hubspotpagebuilder.net)

- [work](https://www.redfancommunications.com/work/) 
    - [Our work](https://www.redfancommunications.com/work/)
    - [how we work](https://www.redfancommunications.com/how-we-work/)
    - [Industries](https://www.redfancommunications.com/industries/)
    - [Non-profit work](https://www.redfancommunications.com/non-profit-work/)
    - [testimonials](https://www.redfancommunications.com/work/testimonials/)
- [About](https://www.redfancommunications.com/about/)
- [Team](https://www.redfancommunications.com/team/) 
    - [Our team](https://www.redfancommunications.com/team/)
    - [join our team](https://www.redfancommunications.com/careers/)
- [Services](https://www.redfancommunications.com/services/) 
    - [Executive Consulting](https://www.redfancommunications.com/services/corporate-communications/)
    - [Crisis Planning and Response](https://www.redfancommunications.com/services/crisis-communications/)
    - [IPO & Merger/Funding](https://www.redfancommunications.com/services/vc-program/)
    - [Executive Positioning & Thought Leadership](https://www.redfancommunications.com/services/thought-leadership/)
    - [Brand Positioning and Messaging](https://www.redfancommunications.com/brand-positioning-and-messaging/)
    - [Strategic communication](https://www.redfancommunications.com/content-marketing-strategy/)
- [Resources](https://www.redfancommunications.com/blog/)

Understanding why you’re hiring a PR agency to advance your company’s goals is essential. So is making sure you agree on those goals at the relationship’s inception. Successful client-PR partnerships begin with pinpointing what success looks like and agreeing on effective ways to measure it. Each client campaign is different, so those measurements will likewise need to be customized every time.

But a company that expects to measure PR’s impact primarily through backlinks is sorely misguided. Public relations professionals know that earning coverage for a client in an online publication is no guarantee the resulting story will include links back to company or product websites. And it’s folly to promise clients that it will.

In fact, many websites’ editorial guidelines forbid such links, deeming them a form of promotion that conflicts with objective journalism. That’s something PR pros often have to explain to clients, especially to startups. If a particular publisher appears inclined to include backlinks, it’s something a PR pro might inquire about, although editors aren’t likely to include them just because they were asked to. I, myself, over the years have once or twice asked a journalist I knew well, “Hey, would you mind adding a link, as I see you’ve done that before?” But it’s not the norm, and outlets are increasingly saying no.

Making such a request can often backfire, as it sends the wrong message. It could suggest your company is mainly interested in the link, not the journalistic coverage itself. It might alienate the writer, who may see the query as intrusive — akin to asking her to doctor a direct quote — jeopardizing the potential for a beneficial media relationship down the line.

Without question, backlinks are a measurable element of digital marketing. They provide third-party validation that helps search engines verify that a particular website is credible, possibly boosting its SEO. It’s a great way for companies to accrue search engine optimization value over time. But asking for backlinks upfront is a tactical error. Instead of looking to them as a magic bullet to build brand equity online, it’s smarter to have your PR partner build and execute an integrated communications strategy that identifies target audiences and the daily struggles they face. Then focus on creating content that authoritatively speaks to those issues.

As you do this, it’s crucial to make sure your PR and digital marketing teams are talking to each other. Your PR partner knows your industry and employs writers who know how to create thought leadership content. Digital partners know how to serve up that content through paid channels, which then creates backlinks.

Despite the growing fusion of marketing and PR, backlinks are still digital marketing’s domain, and it is digital marketing’s meteoric rise in recent years that deters many journalists from including backlinks in their coverage. PR pros might work with digital marketers to find less promotional ways to generate backlinks (such as guest-contributed content).

When working with a PR agency for content development, it’s best to hire one that’s embedded in your industry and thinks like a journalist. In a perfect world, your PR partner will feed editorial-style content into the digital marketing engine, which then focuses on tactical, audience-based content like SEO, relevant keyword identification and backlink creation, maximizing the content’s value and placement.

For the most part, a PR professional’s power over a media story about a client stops at the beginning of the interview. From there, it’s up to the writer and editor to determine what’s included. PR’s job is to find the angle that will appeal to the writer and his readers in the first place, to pitch that story, secure the interview, prep the client, be available for fact-checking afterward and make sure the journalist has all the information she needs to write the piece.

If the narrative is compelling and conveys the company’s offerings in a way that speaks to a reader, that reader will save the story, share it and find the company online. It may not be a one-word click-through, but website traffic after positive press coverage is easy for PR professionals to measure and track. From there, the company’s sales team can use that coverage for marketing, also measuring inbound leads by asking customers how they learned about the client.

Brand equity is not built on backlinks. It’s created by communicating a clear understanding of what a company stands for and how the company is differentiated. Staying focused on that goal will yield the best measurements of success.

Share

[Tweet](https://twitter.com/share)

[![submit to reddit](https://cdn2.hubspot.net/hubfs/4884297/BMIlab_September2018/Images/spreddit7.gif)](https://www.reddit.com/login?dest=https://blog.redfancommunications.com/blog/why-your-public-relations-strategy-shouldnt-be-measured-on-backlinks)

[![](https://blog.redfancommunications.com/hubfs/Redfancommunications_October2020/PinExt.png "Pin It")](https://pinterest.com/pin/create/button/?url=https://blog.redfancommunications.com/blog/why-your-public-relations-strategy-shouldnt-be-measured-on-backlinks&media=&description=Why%20Your%20Public%20Relations%20Strategy%20Shouldn’t%20Be%20Measured%20On%20Backlinks)

[Share on Tumblr](https://tumblr.com/share/link?url=https://blog.redfancommunications.com/blog/why-your-public-relations-strategy-shouldnt-be-measured-on-backlinks&media=&description=Why%20Your%20Public%20Relations%20Strategy%20Shouldn’t%20Be%20Measured%20On%20Backlinks)

### EXPLORE THE BLOG

- ["""Culture ambassadors""" (1)](https://blog.redfancommunications.com/blog/tag/culture-ambassadors)
- ["""What if"" scenarios" (3)](https://blog.redfancommunications.com/blog/tag/what-if-scenarios)
- ["AI-driven (1)](https://blog.redfancommunications.com/blog/tag/ai-driven)
- ["Audience's motivations (1)](https://blog.redfancommunications.com/blog/tag/audiences-motivations)
- ["Celebration (1)](https://blog.redfancommunications.com/blog/tag/celebration)
- ["Coherent (1)](https://blog.redfancommunications.com/blog/tag/coherent)
- ["Company's mission (1)](https://blog.redfancommunications.com/blog/tag/companys-mission)
- ["Consistent (1)](https://blog.redfancommunications.com/blog/tag/consistent)
- ["Content generation efforts (1)](https://blog.redfancommunications.com/blog/tag/content-generation-efforts)
- ["Earned editorials (1)](https://blog.redfancommunications.com/blog/tag/earned-editorials)
- ["Identify themes (1)](https://blog.redfancommunications.com/blog/tag/identify-themes)
- ["In-depth (1)](https://blog.redfancommunications.com/blog/tag/in-depth)
- ["Redistribute (2)](https://blog.redfancommunications.com/blog/tag/redistribute)
- ["Reframed (1)](https://blog.redfancommunications.com/blog/tag/reframed)
- ["Right messaging (1)](https://blog.redfancommunications.com/blog/tag/right-messaging)
- ["Tactical (1)](https://blog.redfancommunications.com/blog/tag/tactical)
- ["The CEO Tightrope (1)](https://blog.redfancommunications.com/blog/tag/the-ceo-tightrope)
- ["thoughtful (1)](https://blog.redfancommunications.com/blog/tag/thoughtful)
- ["Tier one reporters (1)](https://blog.redfancommunications.com/blog/tag/tier-one-reporters)
- [2018 Bulldog PR Award winner (1)](https://blog.redfancommunications.com/blog/tag/2018-bulldog-pr-award-winner)
- [A Conversation With (1)](https://blog.redfancommunications.com/blog/tag/a-conversation-with)
- [A-Team (1)](https://blog.redfancommunications.com/blog/tag/a-team)
- [ABC Kite Fest (1)](https://blog.redfancommunications.com/blog/tag/abc-kite-fest)
- [Access to credit for SMEs (1)](https://blog.redfancommunications.com/blog/tag/access-to-credit-for-smes)
- [Accessibility (2)](https://blog.redfancommunications.com/blog/tag/accessibility)
- [Accomplish business objectives (1)](https://blog.redfancommunications.com/blog/tag/accomplish-business-objectives)
- [Account Executive (1)](https://blog.redfancommunications.com/blog/tag/account-executive)
- [Accountability (1)](https://blog.redfancommunications.com/blog/tag/accountability)
- [Acquiring companies and personalities (1)](https://blog.redfancommunications.com/blog/tag/acquiring-companies-and-personalities)
- [Acquisition (5)](https://blog.redfancommunications.com/blog/tag/acquisition)
- [adapting business strategy (1)](https://blog.redfancommunications.com/blog/tag/adapting-business-strategy)
- [Address pain points (1)](https://blog.redfancommunications.com/blog/tag/address-pain-points)
- [Adjust performance metrics to clients' preferences (1)](https://blog.redfancommunications.com/blog/tag/adjust-performance-metrics-to-clients-preferences-)
- [Adjust your positioning statement (1)](https://blog.redfancommunications.com/blog/tag/adjust-your-positioning-statement)
- [Advance the conversation (1)](https://blog.redfancommunications.com/blog/tag/advance-the-conversation)
- [Age of experience (1)](https://blog.redfancommunications.com/blog/tag/age-of-experience)
- [agency partner (3)](https://blog.redfancommunications.com/blog/tag/agency-partner)
- [Aggregated unique monthly visitors (1)](https://blog.redfancommunications.com/blog/tag/aggregated-unique-monthly-visitors)
- [agricultural production (1)](https://blog.redfancommunications.com/blog/tag/agricultural-production)
- [Agriculture (1)](https://blog.redfancommunications.com/blog/tag/agriculture)
- [Agritech (1)](https://blog.redfancommunications.com/blog/tag/agritech)
- [Algorithm (1)](https://blog.redfancommunications.com/blog/tag/algorithm)
- [Alicia Downard (1)](https://blog.redfancommunications.com/blog/tag/alicia-downard)
- [Align PR and marketing (1)](https://blog.redfancommunications.com/blog/tag/align-pr-and-marketing)
- [Analyst deck (1)](https://blog.redfancommunications.com/blog/tag/analyst-deck)
- [Analyst relations (2)](https://blog.redfancommunications.com/blog/tag/analyst-relations)
- [Analytics and decision platform built for supply c (1)](https://blog.redfancommunications.com/blog/tag/analytics-and-decision-platform-built-for-supply-c)
- [analytics software (3)](https://blog.redfancommunications.com/blog/tag/analytics-software)
- [Annual awards budget and resources (1)](https://blog.redfancommunications.com/blog/tag/annual-awards-budget-and-resources)
- [Answer common questions (1)](https://blog.redfancommunications.com/blog/tag/answer-common-questions)
- [Antivirus technology for personal devices (1)](https://blog.redfancommunications.com/blog/tag/antivirus-technology-for-personal-devices)
- [Approach (1)](https://blog.redfancommunications.com/blog/tag/approach)
- [Ask tough questions (1)](https://blog.redfancommunications.com/blog/tag/ask-tough-questions)
- [Astroworld (1)](https://blog.redfancommunications.com/blog/tag/astroworld)
- [Attract top talent (1)](https://blog.redfancommunications.com/blog/tag/attract-top-talent)
- [Audience (4)](https://blog.redfancommunications.com/blog/tag/audience)
- [audience engagement (1)](https://blog.redfancommunications.com/blog/tag/audience-engagement)
- [audience-based content" (1)](https://blog.redfancommunications.com/blog/tag/audience-based-content)
- [Austin (25)](https://blog.redfancommunications.com/blog/tag/austin)
- [Austin Business Journal (ABJ) (20)](https://blog.redfancommunications.com/blog/tag/austin-business-journal-abj)
- [Austin community (1)](https://blog.redfancommunications.com/blog/tag/austin-community)
- [austin pr firm (1)](https://blog.redfancommunications.com/blog/tag/austin-pr-firm)
- [Austin-based marketing platform (1)](https://blog.redfancommunications.com/blog/tag/austin-based-marketing-platform)
- [Authentic activism (1)](https://blog.redfancommunications.com/blog/tag/authentic-activism)
- [Authentic brand (1)](https://blog.redfancommunications.com/blog/tag/authentic-brand)
- [Authentic expression of empathy (1)](https://blog.redfancommunications.com/blog/tag/authentic-expression-of-empathy)
- [Authentic industry leaders (1)](https://blog.redfancommunications.com/blog/tag/authentic-industry-leaders)
- [AVE (1)](https://blog.redfancommunications.com/blog/tag/ave)
- [Avoid false ranges (1)](https://blog.redfancommunications.com/blog/tag/avoid-false-ranges)
- [Avoid first-person subjects (1)](https://blog.redfancommunications.com/blog/tag/avoid-first-person-subjects)
- [Avoid product promotion (1)](https://blog.redfancommunications.com/blog/tag/avoid-product-promotion)
- [Award-winning success for our clients (1)](https://blog.redfancommunications.com/blog/tag/award-winning-success-for-our-clients)
- [Award-winning vodka distillery (1)](https://blog.redfancommunications.com/blog/tag/award-winning-vodka-distillery)
- [Awards (3)](https://blog.redfancommunications.com/blog/tag/awards)
- [Awareness of customer expectations (1)](https://blog.redfancommunications.com/blog/tag/awareness-of-customer-expectations)
- [Away Luggage (1)](https://blog.redfancommunications.com/blog/tag/away-luggage)
- [B2B (3)](https://blog.redfancommunications.com/blog/tag/b2b)
- [B2B content strategies (1)](https://blog.redfancommunications.com/blog/tag/b2b-content-strategies)
- [B2B marketers (1)](https://blog.redfancommunications.com/blog/tag/b2b-marketers)
- [Backlinks (2)](https://blog.redfancommunications.com/blog/tag/backlinks)
- [Balance between simplicity and active language (1)](https://blog.redfancommunications.com/blog/tag/balance-between-simplicity-and-active-language)
- [Bank (1)](https://blog.redfancommunications.com/blog/tag/bank)
- [Basic questions (2)](https://blog.redfancommunications.com/blog/tag/basic-questions)
- [Best practices (1)](https://blog.redfancommunications.com/blog/tag/best-practices)
- [Between The Lines (25)](https://blog.redfancommunications.com/blog/tag/between-the-lines)
- [Black lives matter movement (1)](https://blog.redfancommunications.com/blog/tag/black-lives-matter-movement)
- [Blind to flaws and imperfections (1)](https://blog.redfancommunications.com/blog/tag/blind-to-flaws-and-imperfections)
- [Blockchain (1)](https://blog.redfancommunications.com/blog/tag/blockchain)
- [Boilerplate (2)](https://blog.redfancommunications.com/blog/tag/boilerplate)
- [brand awareness (3)](https://blog.redfancommunications.com/blog/tag/brand-awareness)
- [Brand management (1)](https://blog.redfancommunications.com/blog/tag/brand-management)
- [Brand narrative (31)](https://blog.redfancommunications.com/blog/tag/brand-narrative)
- [Brand Positioning (5)](https://blog.redfancommunications.com/blog/tag/brand-positioning)
- [Brand reputation (2)](https://blog.redfancommunications.com/blog/tag/brand-reputation)
- [Brand stories (1)](https://blog.redfancommunications.com/blog/tag/brand-stories)
- [Brand storyteller (1)](https://blog.redfancommunications.com/blog/tag/brand-storyteller)
- [Brand storytelling (1)](https://blog.redfancommunications.com/blog/tag/brand-storytelling)
- [Brand's mission and purpose (1)](https://blog.redfancommunications.com/blog/tag/brands-mission-and-purpose)
- [brand-building (1)](https://blog.redfancommunications.com/blog/tag/brand-building)
- [Bulldog PR Award (1)](https://blog.redfancommunications.com/blog/tag/bulldog-pr-award)
- [Dispatch (8)](https://blog.redfancommunications.com/blog/tag/dispatch)
- [Forbes (22)](https://blog.redfancommunications.com/blog/tag/forbes)
- [From the Desk of Kathleen (6)](https://blog.redfancommunications.com/blog/tag/from-the-desk-of-kathleen)
- [News (100)](https://blog.redfancommunications.com/blog/tag/news)
- [Pulse (13)](https://blog.redfancommunications.com/blog/tag/pulse)
- [Red Fan News (22)](https://blog.redfancommunications.com/blog/tag/red-fan-news)

see all topics

### JOIN THE RED FAN COMMUNITY

Get an inside look at our strategic insights, receive exclusive event invitations and establish meaningful connections with other Austin influencers!

[Sign Up Now](https://yb352-afba2e.pages.infusionsoft.net/)

### [NEXT Culture Is An Attitude, Not A Perk](https://blog.redfancommunications.com/blog/culture-is-an-attitude-not-a-perk)

## You Also Might Like

## [How we measure PR’s impact and value](https://blog.redfancommunications.com/blog/how-we-measure-prs-impact-and-value)

## [What PR is… and what it isn’t](https://blog.redfancommunications.com/blog/what-pr-is-and-what-it-isnt)

## [Build a sophisticated analytics package that wows stakeholders](https://blog.redfancommunications.com/blog/build-a-sophisticated-analytics-package-that-wows-stakeholders)

[![Untitled design (69)](https://blog.redfancommunications.com/hs-fs/hubfs/Untitled%20design%20(69).png?width=35001&height=10500&name=Untitled%20design%20(69).png "Untitled design (69)")](http://redfancommunications.com)

Headquarters

200 E. 32nd Street,

Austin, Texas 78705

512-551-9253

Locations

Austin, TX

San Diego, California

Asheville, North Carolina

Join Our Newsletter

[![Screenshot 2025-10-02 at 4.01.54 PM](https://blog.redfancommunications.com/hubfs/Screenshot%202025-10-02%20at%204.01.54%20PM.png "Screenshot 2025-10-02 at 4.01.54 PM")](https://info.redfancommunications.com/newsletter-sign-up)

Follow us on LinkedIn Follow us on Facebook Follow us on Twitter Follow us on Instagram

© 2026 Red Fan Communications. All Rights Reserved.

![](https://px.ads.linkedin.com/collect/?pid=3265041&fmt=gif)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Red Fan Team",
    "url" : "https://blog.redfancommunications.com/blog/author/red-fan-team"
  },
  "dateModified" : "2023-03-19T12:52:39.000Z",
  "datePublished" : "2018-03-22T00:00:00.000Z",
  "headline" : "Why Your Public Relations Strategy Shouldn’t Be Measured On Backlinks",
  "mainEntityOfPage" : {
    "@id" : "https://blog.redfancommunications.com/blog/why-your-public-relations-strategy-shouldnt-be-measured-on-backlinks",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://blog.redfancommunications.com/hubfs/redfan-logo_on_transparent_background.png"
    },
    "name" : "Red Fan Communications"
  }
}
```