You can SO measure return-on-investment for a public relations
Accept the fact that people act on their own perceptions of the
facts, and that this leads to predictable behaviors about which
something can be done.
When public relations creates, changes or reinforces those
perceptions by reaching, persuading and moving-to-desired-action
those people whose behaviors affect the organization, the public
relations effort is successful.
This means you set a clearcut behavioral goal for a key target
audience when you began the program, and you achieved it.
This is pure success by any definition.
It also means you received precisely the return-on-investment
you contracted to pay for at the beginning of the program and,
in my view, about as much R.O.I. as you're entitled to.
So, you CAN measure return-on-investment for a public relations
effort after all.
Please feel free to publish this article and resource box in your
ezine, newsletter, offline publication or website. A copy would
be appreciated at bobkelly@TNI.net.
Bob Kelly counsels, writes and speaks to business, non-profit and
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has been DPR,
Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR,
Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.
Visit: http://www.prcommentary.com; bobkelly@TNI.net