The ROI of PR: how can strategic communications make a difference to your brand?
In a world where every marketing pound is under pressure to perform, it’s fair to ask: what’s the return on investment of PR?
It’s a question we hear often, and one we’re more than happy to answer. While there may be a perception that PR isn’t measurable, this isn’t true. With effective communications, the results are powerful, long-lasting, and measurable in ways that matter to your business. The return on investment of PR comes from building visibility, trust, and influence — all of which drive commercial outcomes.
And it’s not just about media relations. While securing earned media is a vital part of what we do, strategic communications also includes your social and digital presence, events, public affairs, internal communications, and more. Together, these elements shape how your brand is perceived and how effectively it connects with the people who matter, which is at the heart of the return on investment of PR.
Building visibility and trust
Media coverage gives your brand credibility. It’s not just you saying you’re great; it’s someone else saying it for you. That kind of third-party endorsement builds trust, and trust builds business.
Did you know that 92% of consumers trust earned media more than paid advertising? (Nielsen)
Securing your digital presence
Your website, social media, and digital content are often the first touchpoints for your audience, a door into your business. Strategic communications ensures consistency across these platforms, from tone of voice to visual identity, so your brand feels coherent and credible wherever people find you. That consistency improves the user experience and strengthens brand trust, boosting the return on investment of PR.
Bringing your brand to life
Whether it’s a roundtable, a product launch, or a community event, in-person and virtual experiences create meaningful engagement. They offer opportunities to build relationships, generate content, and amplify your message through multiple channels.
Influencer public perceptions and policy
Public affairs and stakeholder engagement help shape the environment your business operates in. This side of communications can have a direct impact on your ability to grow and lead. When considered as part of your strategy, it adds long-term value to the return on investment of PR.
Sales and growth
A strong communications strategy supports your commercial goals, which is most important, Whether it’s through media coverage, SEO-driven content, or thought leadership, it helps shorten sales cycles, attract inbound leads, and reinforce your credibility at every stage of the journey.
Your reputation is key
PR isn’t just about the good news. It’s also about being prepared when things don’t go to plan. A proactive communications strategy helps you manage risk, respond quickly, and stay in control of your narrative. This risk management capability is part of the broader return on investment of PR, helping you protect brand value when it matters most.
Long-term value
Unlike a paid ad that disappears when the budget runs out, PR builds equity over time. A single piece of coverage, a well-attended event, or a strong social campaign can continue to deliver value long after it’s launched.
We’re proud to help our clients build communications strategies that align with their business goals and deliver results you can see and feel.
