Public relations activities that lead to stories in the media generate a greater return on investment than strategies in a marketing campaign including advertising in newspapers, on television, radio, outdoor media, direct mail coupons, sales promotions and contests.

In his book, Unleashing the Power of PR, Mark Weiner provides scientific proof that PR generates measurable benefits by applying the idea of return on investment, or ROI.

Turn Marketing ROI Into Public Relations Return on Investment

Using ROI makes good business sense as the term is common among financial professionals as a tool to measure the economic benefits of business activities against costs. For PR, the cost of conducting media relations campaigns are measured against the business outcomes.

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