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The pursuit of a return on investment drives nearly every strategic business decision. However, when it comes to PR campaigns, short-term ROI proves notoriously tricky to measure. This does not mean that PR’s ROI is immeasurable, and it certainly does not mean PR is not worth the investment.
Unlike advertising, PR is rooted in earned — not paid — exposure. It’s about building credibility, shaping perception and creating longterm visibility. That’s also what makes measuring its return on investment (ROI) uniquely complex.
A single feature in a respected publication can have a far longer-lasting impact than a paid advertisement. While advertising aims