Introduction: Proving – and Improving – PR Value The easiest and most direct way to examine the connection between public relations and sales occurs in isolated situations where public relations is the sole form of marketing communication. Simply stated, when no competing marketing communication activity exists except public relations, one may reasonably infer that … Continue reading Isolating the Effects of Media-Base Public Relations on Sales: Optimization Through Marketing Mix Modeling
2010 – This paper expands on and updates the thinking of the Institute’s original Setting Measurable Objectives paper which was drafted in 1999 by Forrest W. Anderson, Independent Consultant, and Linda Hadley of Porter Novelli, along with contributions from members of the Institute for Public Relations Commission on Public Relations Measurement and Evaluation. In every … Continue reading Guidelines for Setting Measurable Public Relations Objectives: An Update
May 2006 – This paper discusses several different approaches to deriving a Return-on-Investment (ROI) for the support provided by media relations publicity efforts within a marketing campaign. The primary questions discussed in the paper are whether it is possible to show that media publicity helped generate sales or other business outcomes, and can a financial … Continue reading Perspectives on the ROI of Media Relations Publicity Efforts