Media coverage, visits and outcomes are different measures

A communications report becomes more useful when every measure has a clear definition.

Coverage

A published story or syndicated release provides evidence that an item appeared at a particular URL. Record the publication date and context. Multiple copies of the same release do not establish multiple independent reporting decisions.

Visits

Analytics records visits it can observe. Keep the reporting window and collection method with the result. A potential audience estimate does not prove an observed visit.

Outcomes

Enquiries, registrations and sales need their own evidence. Report the attribution method and its limits. Avoid treating an increase after a release as proof that the release caused the change.