Tags ArchivesReturn on Investment

Public Relations (PR) has often been treated as this stand alone category that marketers know has value, but have had trouble justifying when it comes time to report on its return on investment (ROI). No, PR isn’t a real easy concept to understand because it is often intangible. There’s no widget at the end of the day that you can hold up and say, “I made this.” The results are often more long-term in nature to track and don’t fit into a neatly laid out set of common reporting metrics. So it might surprise you to learn that companies spend an estimated $11 billion on PR annually. While both small and large companies recognize its significance to varying degrees, both struggle ...