Can PR be measured in terms of sales or money?
This is occasionally requested by some management. But PR is not a sales function. It may support sales, but it does not directly generate sales. Nor does HR, the legal department, or even marketing for that matter. Sales and profits are the result of a team effort by many in the organisation and are achieved at the end of a process involving many inputs and contributions. The ‘Return’ from PR and corporate communication that should be measured is what is stated in your objectives. What is the communication intended to achieve? Is it media profile; awareness; attitude change; inquiries; shareholder support; employee loyalty?
