What reporting should a PR firm expect from a reputation management partner?
Quick answer
Expect reporting on search-result movement, AI narrative trend across the major engines, Wikipedia activity, peer benchmarks, work completed, business outcomes that can be honestly attributed, and a recommendation for the next period. A report that cannot say what to do next is incomplete.
Reporting from a reputation partner should be comparative and forward-looking, not a list of tasks. Seven elements belong in it.
- Search-result movement
- Movement on the priority search queries, tracked query by query rather than asserted. That is what IMPACT™ produces.
- AI narrative trend
- What the major engines say about the client and how that is shifting: ChatGPT, Gemini, Copilot, Perplexity, Claude, Grok, Google AI Overviews, and Google AI Mode. That is what AIQ produces.
- Wikipedia activity
- Edits, monitoring alerts, and any disclosed work in progress.
- Peer benchmarks
- How competitors compare. A reputation number means little without that context.
- Work completed
- What was actually done in the period, stated plainly.
- Attributed business outcomes
- Outcomes the work can honestly claim, with the caveat that attribution in reputation is rarely clean.
- Next-period recommendation
- What to do next, so the report drives decisions instead of documenting the past.
A report that cannot tell the PR firm what to do next is incomplete.
Last reviewed: 20/05/2026
