How to measure ROI of PR

David Rockland of ketchum gave some insights into measuring the Return on Investment ( ROI) of PR. A rather interesting talk, it was punctuated by examples of the work that he and his colleagues have carried out in the recent past.

David pointed out that different clients mean different things when they use the term ROI. To be effective

a) ROI must be measured
b) In all cases ROI can be measured
c) Measurement doesnt cost a lot of money
d) Often the data to measure it already exists. It is a matter of looking for it in the right places

David advises that before we start measuring the ROI, we must start by asking the right questions :
1) What do we mean by ROI and what does the client mean by ROI
2) What are the business goals of the program ?
3) What is the client accountable for and to whom ?
4) What resources do they already have that will produce ROI measurement ?
5) Can our research group talk to your research group ?

Also, it helps to check with the clients if they have an Advertising Tracking study ? One can also include PR in this study if it exists...

ketchum Publicity Algorithm :
The Algorithm measures ROI by assigning metrics to various parameters of coverage

for example :

Type of publication - 0-20 points
Tone - 0-15 points
Messages - 0-30 points
Third party endorsment 0-15 points
Comparison to competition - 0-20 points



ROI on Awareness can be measured by campaign surveys.