How to Measure the ROI of Public Relations

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How to Measure an Effective PR Campaign: 6 Methods to Measure the ROI of Public Relations, according to MaciasPR Agency

Many business owners already measure the ROI of marketing and ad budgets, but most struggle with the task of identifying the ROI from their public relations campaigns.

Measuring the ROI from a PR campaign is typically more difficult to assess because it involves multiple variables that can indirectly lead to sales. So how does a business owner value the ROI of PR when it is filtered via word-of-mouth or through a news story on the local newscast?

PR and marketing strategist, Mark Macias, has published a white paper, How to Measure an Effective PR Campaign: The ROI of Public Relations. (Business owners can read the white paper at This paper identifies six methods that can help any business better measure the effectiveness of a PR campaign.

This white paper takes a closer look at the following methods for measuring PR:

The ROI of Media Placements - The paper elaborates on how business owners can use the distribution numbers and demographics of the publications that their PR campaign reaches.

The ROI of Search Engine Rankings- Many business owners do not understand how Google measures the importance of one website over another. This white paper explains how SEO works and how PR can improve your search rankings with Google and Yahoo.

The ROI of Credibility – Many business owners may not realize their credibility is enhanced with a PR campaign, which can effectively close more deals. The white paper reveals tactics that will help business owners position themselves as experts with the media.

The ROI from Analytics - Google analytics recently changed the way it shares search results that lead to websites, making it much more difficult for business owners to assess how new traffic is going to their website. The white paper explains how Google Analytics and Webmaster can help quantify the success and value of a PR campaign.

The ROI of Social Media Influence - A successful public relations campaign uses both traditional and social media together. Macias goes into further detail on how social media can increase the effectiveness of a public relations campaign with the use of video.

The ROI from Sales – It is possible to measure the success of a PR campaign by devoting new URLs directly to a campaign. These direct links to a specific campaign can guide business owners on the effectiveness of their PR campaign.

Business owners can read the white paper, How to Measure an Effective PR Campaign: The ROI of Public Relations: at

Mark Macias is a former Executive Producer with WNBC, Senior Producer with WCBS and author of the book, Beat the Press: Your Guide to Managing the Media ( As a media strategist, his company, MaciasPR, has secured media placements for clients with some of the most influential news organizations in the US. Macias was also Executive Producer for a national business TV program that was syndicated by NBC. His PR firm uses tactics and strategies that only a media insider would know. You can read more on his company at

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Mark Macias
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