Greater Manchester agency Unhooked Communications has secured funding from Innovate UK’s Create Growth Programme to develop a new AI-powered platform for measuring PR impact.

The tool, being built in partnership with innovation firm Big Echo, will help PR teams and organisations move beyond traditional metrics like media reach by tracking outcomes linked to reputation, behaviour and commercial results.

Only 6.5% of applicants were successful in this competitive funding round, which awarded grants of up to £50,000 to creative SMEs across the UK.