We get asked quite a bit at M Communications and M Com Publishing what is the exact R.O.I. you can expect on a PR campaign. Here is the deal: we never know. In fact, the results vary all over the board. We will use the following case study as an example. In a one week period we booked 7 spots on Fox news, (and, this is a record for us … I would never advertise this as typical results). Two clients were asked to come back to do recocurring television spots – very cool. One of our client’s had seven calls for new business in the very first plug. One client didn’t receive any results. My point? You never, ever, know, but if you have a compelling message and absolutely kill it during your television spot (translation – the public loved you), you are going to do just fine. One more case study – and I don’t like to use M Com as a case study, but here you go. Better Than Unemployed? has received 7 press mentions, two more interviews are in our future and television media is showing up for the casting call. Translation? This has resulted in over 600 You Tube view, media inquiries, investor inquiries and the Better Than Unemployed? website email almost crashing due to the amount of actor resumes. My point? You never, ever, know – but PR is way worth the investment over an ad.
