By Mark Weiner
In the financial world, "Return On Investment" (ROI) and "Value" are terms that are commonly understood and measured, but not so in the world of public relations, where "ROI"
and "Value" are infrequently measured and where the words can have vastly different meanings to a variety of people. In our last installment, we wrote about the importance of
"proving value," but how the subjective nature of "value" must often be defined on an organization-by-organization - or for an agency, on an account-by-account - basis.