Beyond Clicks and Clippings: The Real ROI of Public Relations

Why ROI in PR Feels Elusive

When organizations invest in public relations (PR), one of the first questions we occasionally hear is: What type of return on investment (ROI) should I expect? 

Unlike digital advertising, where every dollar spent can be tied to impressions, clicks, and conversions, PR is more nuanced. It shapes perception, builds credibility, and influences decision-making — powerful impacts that don’t always show up in a spreadsheet.

But that doesn’t mean PR’s impact isn’t real. The key to understanding PR’s ROI is shifting the focus from instant metrics to long-term value—and anchoring success to what truly matters to your business.

How PR Creates Business Impact

1. PR Builds Trust (And Trust Drives Sales*)

People trust media coverage and third-party validation more than paid ads. A well-placed article in a respected publication, an executive quoted as an industry expert, or a strategic thought leadership campaign can establish credibility in ways that traditional marketing simply can’t.

When a brand is consistently featured in relevant media, it becomes a trusted authority. Over time, this credibility makes potential customers more likely to choose your business when they’re ready to make a decision.

And, consider this: when you’re faced with deciding between two similar businesses, which would you trust more? The business that has an as-seen-in media section on their website, or the one who has no press coverage whatsoever?

*Or, for our nonprofit friends, donations!

2. PR Puts You in the Right Rooms (Even if You Don’t See It Right Away)

PR often works as a domino effect. A single media mention can lead to an invitation to speak at an event, a new business partnership, or an unexpected opportunity. These results don’t always happen instantly, but when they do, they can be game-changing.

Even when the direct impact isn’t immediately obvious, PR helps create the kind of visibility that makes key decision-makers pay attention — whether that’s customers, investors, partners, or industry influencers.

3. PR Supports Every Other Marketing & Sales Effort

PR isn’t just about getting media coverage — it amplifies everything else you’re doing. When a brand has strong earned media presence, it strengthens the effectiveness of paid marketing, social media engagement, and sales outreach.

For example, when a brand is featured in the news, it gives social media content more credibility, making engagement more organic. When prospects recognize a company from a trusted media source, they’re more receptive to sales conversations. PR isn’t just about visibility; it’s about making all other marketing efforts work better.

Consumers are so inundated with messages today; the more they can hear your business name through various (credible) sources, the better.

So, How Do You Measure PR’s ROI?

Instead of relying on outdated vanity metrics like ad equivalency value**, focus on impact-driven measures like:

✅ Brand Visibility – Are more people finding your company through earned media? Are you hearing from your network about your media coverage?
✅ Inbound Leads & Sales Impact – Have PR efforts contributed to new business inquiries? Are referral partners more readily sharing your information because they see you as trustworthy from being in the media? (Be sure to ask how prospects are finding you if you aren’t already!)
✅ Speaking & Partnership Opportunities – Are media placements leading to high-value networking and industry credibility?
✅ Recruiting & Employee Morale – Are top-tier hires and current employees energized by your company’s increasing recognition?

** Ad Equivalency Value (AVE) takes the earned media piece, determines what it would cost to buy an ad for the same amount of space or airtime, and multiplies that ad rate by a multiple, e.g. 3 or 10, to equate the value of the article had you purchased an ad instead.

PR Is a Long-Term Strategy — But Its Impact Lasts

PR isn’t about instant gratification. It’s about shaping perception, building authority, and creating opportunities that compound over time. While measuring PR in the same way as paid advertising can be tricky, the long-term benefits — enhanced credibility, increased visibility, and stronger brand positioning — make it an essential part of any growth strategy.

If you’re looking for PR that aligns with your business goals and drives measurable impact, let’s talk. Book a call with us today.

About The Author

Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, and is a frequent podcast guest.

Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.

To connect with Lauren, please send an email above, or book a consultation.