How to Set Specific Goals for Your Public Relations Campaign and Calculate Your Precise ROI

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.

Lautenslager, Al. Communication World Bulletin (2003). Articles>Business Communication>Public Relations>Assessment