Seven Key Steps to Proving the Value of Your PR

"Return on Investment" has become Topic A in the corridors of corporate communication departments. The debate about ROI centers on two elements: the desire to "generate" ROI
and the need to "demonstrate ROI." While the two are linked, they're not the same: Generating ROI means using PR to drive a behavioral outcome such as sales, legislation,
investment, etc., while Demonstrating ROI means proving value. To get a better handle on PR ROI, we asked Mark Delahaye, executive VP and chief executive of Delahaye Medialink,
to provide some advice on the best way to unlock the public relations values of your organization. The best way to do this, he says, is through a survey of executives who fund PR
programs.