The pursuit of a return on investment drives nearly every strategic business decision. However, when it comes to PR campaigns, short-term ROI proves notoriously tricky to measure. This does not mean that PR's ROI is immeasurable, and it certainly does not mean PR is not worth the investment.

Unlike advertising , PR is rooted in earned — not paid — exposure. It's about building credibility , shaping perception and creating longterm visibility . That's also what makes measuring its return on investment (ROI) uniquely complex.

A single feature in a respected publication can have a far longer-lasting impact than a paid advertisement. While advertising aims to maximize exposure through financial investment, PR builds trust through third-party validation. Consumers often view ads with

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