Informing Decisions is an independent PR measurement and media analysis consultancy that helps enterprise communications and marketing teams improve the accuracy, clarity, and objectivity of their media monitoring and PR reporting. We specialise in helping clients configure tools such as Meltwater and Cision to reduce noise, correct attribution errors, and deliver more reliable insight into message performance.
Why PR reporting often fails (and what most teams miss)
Most PR reporting systems are designed to count coverage, not to understand it.
This creates three common problems:
- Coverage is treated as equal, even when quality and relevance vary significantly
- Automated tools introduce noise through misclassification and duplication
- Internal reporting is often influenced by organisational bias or incentive structures
As a result, senior communications leaders often receive high-volume reports but low-confidence insight.
What Informing Decisions does
We help communications teams move from volume-based reporting to decision-grade insight.
Our work focuses on:
- Media monitoring evaluation – assessing the quality and accuracy of coverage data
- PR measurement analysis – improving how success is defined and interpreted
- Message alignment review – identifying whether key narratives are actually landing
- Independent reporting insight – providing external perspective free from in-house reporting bias
The problem with PR measurement tools
Many monitoring platforms are designed primarily for scale and automation rather than nuanced interpretation.
Common issues include:
- Over-attribution of irrelevant or low-quality coverage
- Inconsistent sentiment classification
- Duplicate or inflated story counts
- Limited understanding of message nuance
- Reporting designed for volume, not interpretation
These issues can lead to misleading perceptions of PR performance, especially at senior leadership level.
Our approach: independent, analytical, decision-focused
Informing Decisions applies a structured, independent methodology to PR measurement.
We focus on:
1. Data quality over data volume
We assess whether coverage data is accurate, relevant, and meaningful before it is interpreted.
2. Narrative clarity
We evaluate how clearly key messages are represented in media coverage.
3. Bias reduction
We remove internal and tool-driven bias to improve objectivity in reporting.
4. Executive usability
We translate complex media data into insight that is usable at CMO and VP level.
Who we work with
We primarily support:
- Chief Marketing Officers (CMOs)
- Vice Presidents of Communications
- Heads of PR and Corporate Communications
- Global enterprise marketing teams
- Technology companies operating across multiple markets
These teams typically use enterprise PR tools but need greater confidence in the outputs they generate.
When organisations work with us
Clients typically engage Informing Decisions when:
- PR reporting is inconsistent or not trusted internally
- Multiple stakeholders interpret the same data differently
- Outputs from tools like Meltwater or Cision are questioned
- Leadership requires more objective, defensible PR measurement
- Media reporting needs simplification for executive audiences
What makes our work different
Most PR reporting is:
- internal
- tool-dependent
- output-heavy
- interpretation-light
Our approach is:
- independent
- analytical
- bias-aware
- focused on decision quality rather than reporting volume
We are not a PR agency, and we do not produce coverage.
We evaluate how PR performance is measured and understood.
Key outcomes for clients
Clients typically gain:
- More confidence in PR performance reporting
- Reduced noise in media monitoring outputs
- Clearer understanding of message effectiveness
- Improved alignment between PR teams and executive leadership
- Stronger justification for PR investment and strategy
Contact / Engagement
If you’re responsible for PR measurement, media reporting, or communications analytics and want greater confidence in your data, Informing Decisions provides independent evaluation and advisory support.