During hard economic times, the emphasis on ROI intensifies. Clients want to see a definite return as they crunch numbers, and agencies want to prove their value amid sector-wide cost cutting. Yet, when choosing what to factor into ROI, there are some less tangible PR outputs that shouldn't be forgotten.
For example, relationship building is a long-term strategy that should never get crowded out, despite uncertainty. PR pros know that every encounter they have with an influencer won't result in ...