PR-Bridge

I tell my public relations students that if they want to become millionaires, all they need to do is figure out one big communications “challenge:” return on investment (ROI). The common perception is that since public relations cannot figure out a reasonable and understandable method for proving its ROI value, then all the hardnosed businesspeople won’t take the profession seriously. On the other hand, marketing is supposed to have a leg up on PR because it has done a better job of measuring itself monetarily.

Think again…

The Adweek article “Marketers Bemoan Intra-Accountability” by Aaron Baar points out the difficulties marketers have in proving ROI to their organizational counterparts, according to the Association of National Advertisers’ fourth annual accountability study.

Here are some high/lowlights: 

• 48% noted poor organizational response to marketing ROI data

• 42% hold dissatisfaction with measurement systems

• 45% said they were frustrated with a lack of ROI definition

• 22% indicated “full” cooperation between marketing and finance departments

• 55% said their marketing ROI goals were in line with their company’s corporate goals

• 51% divulged that there were no written goals for marketing ROI

For the public relations professional perspective on measurement, see the Bulldog Reporter article, which runs excerpts from a number of agency leaders.

For public relations, marketing, or other “communications” professionals, regardless of the umbrella term used to describe their jobs, the ROI challenge presents a fantastic opportunity to work with their brethren in academe.