Measuring ROI: Avoiding Catastrophic Cost Through PR’s Crisis Counseling

摘要

In PR, we often speak of proving the value of PR and generating a positive PR return-on-investment (ROI) as if the two are interchangeable. We need to differentiate them. The board of directors certainly knows the difference. By misusing theseterms, we undermine PR’s professional standing. Proving value is a subjective measure: values change from organization to organization, and even from one person to another within the same organization. That’s what makes proving value difficult.