The new PR imperative: return on investment

This paper looks at the essential need of evaluation of PR activity, and the author's experience of measuring ROI of PR in its own right or as part of an integrated campaign.

The New PR Imperative: Return on Investment

Mark WeinerDelahaye Medialink

Marketing investment decision-makers realize that a strong fully integrated program must include high-visibility public relations strategies to maximize the impact of their marketing mix. Public Relations is gaining elusive corner-office recognition as a valuable element not to be overlooked. The practice of PR has transformed from an awkward adolescent into an imposing and confident adult. The depth of PR's influence on modern day marketing programs is so great that ignoring it would appear to be an act of gross negligence.

PR's evolution comes not only as a result of...

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