Faculty Publications

Public Relations Adding To Businesses' Bottom Line

Document Type

Article

Keywords

Advertising, Economic value, Income flows, Organizational effectiveness, Pre-and Post-calculus model, Public relations effectiveness, Public relations expense, Public Relations Return Value (PRRV), Return-on-investment (ROI), Strategic planning

Journal/Book/Conference Title

Journal of Promotion Management

Volume

14

Issue

3-4

First Page

195

Last Page

209

Abstract

Businesses are realizing public relations services cost less than advertising and marketing services combined. The challenge for today's public relations practitioners is to show businesses how public relations services add to, rather than subtract from, the bottom line. This article discusses how public relations activities add to a company's prosperity and offers a "calculus" for calculating the dollars saved by using these services. © Taylor & Francis Group, LLC.

Department

Department of Communication Studies

Original Publication Date

12-1-2008

DOI of published version

10.1080/10496490802620966

Link to Full Text

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