Public relations has many important roles– generating brand awareness, growing thought leadership, building a community of brand ambassadors, etc. That being said, it can be difficult for companies to put a value on PR results. This is especially true for B2B technology companies, where numbers are often the deciding factor in business decisions.
It’s true that some areas of PR can be directly related to revenue, making it easy to understand their value, but much of what PR professionals do isn’t easily tied to hard numbers. That doesn’t mean it’s not valuable. Shift Communications outlines three such areas of PR that have a value beyond marketing ROI.
The next logical question is, how do you place a value on these non-revenue generating activities that are still important? The simple answer most often given is that you can’t, because they’re intangible. However, we shouldn’t settle for the simple answer. The more complex answer is that you have to do some fairly comprehensive testing and math in order to ascertain the indirect revenue impact of public relations, but it can be done.
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