PR reporting has long been stuck on outdated metrics like unique visitors per month (UVPM), but as digital PR evolves, so should the way we measure success. In this episode of Digital PR Explained, host Britt Klontz sits down with Michelle Songy, CEO and Founder of Press Hook, to discuss why it’s time to rethink PR metrics. Michelle shares why UVPM alone isn’t enough, how brands can track meaningful ROI from PR hits, and what the future of PR measurement looks like in the age of AI and search-driven media. From Google rankings to ChatGPT citations, this conversation is packed with actionable insights for PR professionals looking to prove impact beyond vanity metrics.