Perspectives on the ROI of Media Relations Publicity Efforts
Executive Summary
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 return be attributed to the publicity?
Media relations publicity is a part of public relations that is generally included in Marketing Communications or MARCOM, Marketing PR or Media Relations-based Marketing. This paper is not concerned with the ROI of the many other aspects of public relations or their derivatives. The scope of the paper is more narrow and focused specifically on how to show the business value of a story in the media that has been placed as a result of public relations within the marketing campaign mix