What reporting should a PR firm expect from a reputation management partner?

A PR firm should expect reporting from a reputation partner that is specific, comparative, and forward-looking, not a list of tasks. The core elements: movement on the priority search queries, tracked query by query rather than asserted, which is what IMPACT™ produces. AI narrative trend across the major engines – what ChatGPT, Gemini, Copilot, Perplexity, Claude, Grok, Google AI Overviews, and Google AI Mode are saying about the client and how it is shifting – which is what AIQ™ produces. Wikipedia activity, including any edits, monitoring alerts, and disclosed work in progress. Peer benchmarks, because a reputation number means little without knowing how competitors compare. The work actually completed in the period, plainly stated. Business outcomes where they can be honestly attributed, with the caveat that attribution in reputation is rarely clean. And a clear recommendation for the next period, so the report drives decisions instead of just documenting the past. A report that cannot tell the PR firm what to do next is incomplete.