The Most Accessible Path to PR ROIMost PR practitioners conflate generating a return on PR investment with proving PR value. The two, however, hold very different meanings. ROI, or return on investment, refers to a quantifiable financial return. Value is a subjective measure that changes from one organization to the next (or even from one person to another within the same organization). PR-ROI comes in three forms: 1. Connecting PR with sales (the sexy one) 2 . Avoiding catastrophic cost (the big one) 3. Efficiency (the most accessible). The meaning of Efficiency is doing more with less or for less. In this piece we’ll focus on PR efficiency as a contributor to ROI. We’ll use a case study from software company Adobe.2 The Most Accessible Path to PR ROI OBJECTIVES For a lo

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