Marketing communications practitioners have long sought ways of linking media relations publicity to sales and other financial results. Now the Institute for Public Relations has published a paper identifying four models for measuring the return on investment of media relations within marketing campaigns.
The paper has not found a single, simple answer, but the authors express confidence that workable models exist. The paper brings together the models in the hope efforts will continue to refine them.
“It will be through this kind of refinement that media relations publicity will increasingly take its rightful place in the marketing mix, as well as helping public relations increase its influence at the boardroom table,” the authors say
[Source: Fraser Likely, David Rockland, Mark Weiner, Perspectives on the ROI of media relations publicity efforts, Commission on Public Relations Measurement & Evaluation, Institute for Public Relations, May 2006]
This is actually a nice research. Thank you for the resource.
Posted by: Mary | 31 July 2006 at 07:46 PM