How to Set Specific Goals for Your Public Relations Campaign and Calculate Your Precise ROI
http://www.iabc.com/cwb/archive/2003/1003/cost.htm

Lautenslager, Al
Communication World Bulletin
2003

Abstract:

In today's world, advertising is just one element of the marketing formula. In fact, there is a shift occurring away from advertising to other marketing that's less costly and more cost-effective and efficient. In all your marketing efforts, your goal is to gain that top-of-mind awareness position with your prospect/customer. PR can do this. Advertising can do this once awareness is attained. PR gets you there; advertising keeps you there. Knowing the return of PR truly justifies it as an integral part of the marketing arsenal.