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Public Relations - How to Measure the Return on Your Investment

April 03, 2012 | Comments: 0 | Views: 200

There are various ways of calculating your return on investment (ROI) for your publicity activities such a media conferences/press statements. In this final series on Publicity Matters, we look at key things to consider before you embark on ROI exercise.

Experts' View on Publicity

Credibility is the one thing that can win the customer's heart and pocketbook at the same time and nothing builds more credibility than a well-written press release that gets picked up by the media. Publicity is the most cost-effective marketing tool there is and it's the only part of a marketing strategy that builds credibility. However, the value of a media conference/press statement shall not be measured in isolation to the brand overall performance. Yet, it's true that a well-written release can dramatically increase your sales, expose your company to the masses, and greatly enhance the image of your business or products. This can only happen if there is consistency of superb delivery throughout the organisation.

ROI - What Matters?

Although publicity through media conferences/press releases cannot be measured in isolation, the most basic of calculation is the advertising value equivalent of stories that appear in the media. This method gives media practitioners bragging rights over their more resourced advertising guys. 'See we bring more advertising value at the fraction of the costs," so the line goes. In reality the advertising value equivalent is useful to the extent that it's a feel good factor for media relations practitioners.

Five Key Elements of Value Adding ROI Measurements

It is believed that you will know the true value of publicity if it is:

  • Professionally executed.
  • Part of an Integrated Marketing Communication Strategy.
  • It is multi-layered - Offline and Online execution.
  • It is consistent and non intrusive but always relevant.
  • The business shall conduct Annual Brand Perception Surveys for itself and also do comparative studies in relation to its competitors.
  • Your sales team delivers and the overall brand promise is maintained at the point of sale and afterwards.


Big brands can of course do more to calculate ROI on publicity matters; these may include syndicated optimized press releases, brand audits, and online reputation management amongst others. In this Publicity Matters Series, we have covered four interlinked parts, i.e.

  1. Advice: When to a Convene Media Conference?
  2. Seven-Days Media Conference Organising Guide
  3. Vital Elements of a Wining Press Statement.
  4. Media Conference/Press Release: the ROI (Return on Investment).

Bhekisisa Mncube is a specialist web-content writer, media relations specialist and managing director of B74 Media Lab. He is also a columnist at the Witness Newspaper as well as a Media/Political Commentator at the Gagasi99.5 FM. He is a member of the Book Review Panel at the New Agenda academic journal in South Africa. Mncube has been a writer for 12 years. He is a widely published in newspapers, magazines, websites and academic journals. You can network with Bhekisisa through LinkedIn, Facebook or by writing to

Source: EzineArticles
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