The new PR imperative: return on investment

Mark Weiner

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...

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