Make it stand out

Whatever it is, the way you tell your story online can make all the difference.

When businesses talk about ROI, the conversation usually centers on dollars in vs. dollars out. But public relations doesn’t work that way. You don’t place an article in a national outlet and instantly see your Stripe account blow up.

That doesn’t mean PR isn’t measurable—or valuable. In fact, visibility through press and media coverage may be one of the most powerful long-term assets your brand can build. It’s just measured differently: not in quick transactions, but in credibility, influence, and momentum.

Why Visibility = Value

Unlike ads, press coverage is earned, not bought. When a journalist, magazine, or respected outlet writes about you, it’s a third-party endorsement. It says to the world: this brand is worth paying attention to.

That credibility has ripple effects:

You reach audiences you may never touch with paid ads or owned channels.
Articles live online indefinitely, boosting your search visibility.
Coverage snowballs—one feature leads to another, multiplying awareness over time.

For example: a startup featured in TechCrunch may not see an immediate spike in sales, but it suddenly looks credible to investors, attracts stronger job applicants, and lands on the radar of industry partners. That’s ROI—just not the kind you’ll see on a sales dashboard.

Introducing “Return on Influence”

PR pros often reframe ROI as Return on Influence. Instead of asking, “How much money did this article make us today?” the better question is:

Who saw us? (Visibility)
Who trusts us? (Credibility)
Who acted because of us? (Engagement)

Ads buy attention. Press earns authority. And authority is the foundation of growth.

A Simple Way to Measure PR ROI

To help make this tangible, we use a simple PR ROI Scorecard. It blends three key areas—Visibility, Credibility, and Engagement—into one score.

PR ROI Formula

PR ROI Score=(Wv×V)+(Wc×C)+(We×E)\text{PR ROI Score} = (W_v \times V) + (W_c \times C) + (W_e \times E)PR ROI Score=(Wv×V)+(Wc×C)+(We×E)

Visibility (V): Reach & impressions (how many people could see it).
Credibility (C): Sentiment and authority of the coverage.
Engagement (E): What people did after (website traffic, shares, inbound interest).
Weights (W): Adjusted by campaign goals (e.g., more weight on credibility for thought leadership).

Here’s an example scorecard in action:

Sample campaign: 70 Visibility, 90 Credibility, 60 Engagement → ROI Score = 76/100

This doesn’t just say “we got coverage.” It says: we measurably increased brand credibility by 36 points this quarter. That’s powerful when talking to executives, investors, or partners.

Why This Matters

For small and growing businesses, every dollar counts. That’s why visibility is often overlooked—it doesn’t produce immediate revenue. But the truth is:

Credibility opens doors. Press makes partners, talent, and investors more willing to engage.
Visibility compounds. One feature today builds a digital footprint that keeps working for you years later.
Engagement signals momentum. Coverage drives conversations, shares, and interest that money alone can’t buy.

In short: PR is the foundation of influence. And influence is what fuels sales, recruitment, partnerships, and long-term trust.

References

2025 Edelman Trust Barometer – Special Report: Brand Trust, From We to Me, Edelman (June 2025): highlights the elevated trust in earned media.
Lessons from Edelman’s Brand Trust Report, Creative Salon (June 2025): shows that 80% of people trust brands more than traditional institutions.
“Trust in CEOs erodes, new report shows,” Axios (Jan 2025): notes widespread distrust—yet 80% still support businesses tackling societal issues when they can make a positive impact.