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November 11, 2005
The Value of PR
Procter & Gamble has recently launched a measurement tool calculating the value of public relations. To no one in the public relations industry's surprise, the test showed that PR delivered a significantly higher return on investment than other marketing disciplines. If done properly, public relations ALWAYS delivers a higher return on investment than other marketing tactics. At MWW, our proprietary "Upshot" measurement tool has proven time and time again that our programs deliver a far higher value to cost ratio than advertising and direct response. In most cases, the return on our clients' public relations investment is more than 500% higher than other disciplines.
So, why doesn't PR get the respect it deserves? Why are we still often seen as secondary to advertising? Why do businesses still say that PR can't be measured? Why is P&G; not raising its PR budgets even after these results?
There is hope that this new P&G; tool validating the value of our work will begin the process of getting public relations the respect it deserves...and budgets commensurate with its value.
Posted by Michael Kempner at November 11, 2005 04:11 PM
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Comments
Is part of the reason that certain executives place public relations behind advertising in their budget requests is because they can not "touch and feel" public relations output? With advertising, you can view ads on television, read them in print either on-line or in a publication or hear them on the radio. Unfortunately, sometimes during the budget request process, the requesting party may not be strong enough to articulate the benefits of spending valuable and in many times, limited resources on public relations initiatives.
Posted by: Seth Rosenstein at November 14, 2005 08:27 AM