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 where they can be honestly attributed, and a clear recommendation for the next period.
A PR firm should expect reporting from a reputation partner that is specific, comparative, and forward-looking – not a list of tasks. These are the core elements a strong report covers.
- Search-result movement
- Movement on the priority search queries, tracked query by query rather than asserted – which is what IMPACT™ produces.
- AI narrative trend
- What the major engines – 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
- Any edits, monitoring alerts, and disclosed work in progress.
- Peer benchmarks
- How competitors compare, because a reputation number means little without that context.
- Work completed
- What was actually done in the period, plainly stated.
- Attributed business outcomes
- Outcomes where they can be honestly attributed, with the caveat that attribution in reputation is rarely clean.
- Next-period recommendation
- A clear recommendation for what to do next, 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.
Last reviewed: 20/05/2026
