Public relations adding to businesses' bottom line
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 of Promotion Management
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.
Original Publication Date
DOI of published version
Pohl, Gayle M., "Public relations adding to businesses' bottom line" (2008). Faculty Publications. 2345.