PR

For any company, large or small, PR can represent a significant expenditure.  Thus it is fair for companies to expect their agencies’ activities to yield a ROI and achieve new contracts/business.  It is clear there are a number of challenges when it comes to measuring the ROI of PR.  Thus, the most attractive form of ROI is direct financial return for an organisation.  There are other most effective non-financial ways to express PR value, which is important to be a succcessor in today's market - achieve good community and environmental performance.  Whichever form of ROI, there are methods of monitoring  it; assess the quality of practices and evaluate whether they feel it is worthwhile.  Although these do give some indication of ROI, the fact remains that there is seldom any direct correlation between PR expenditure and additional business achieved, so it is preferable to set a strict PR budget.  ROI, for any company, should ultimately be linked to their goals and objectives upfront.  Companies need to define these clearly and calculate it accurately,  in order to make ROI a slightly easier task.  One objective for a company is often to increase brand awareness.  A well organised PR effort will repeat a message consistently and create a positive image around a company.