Understanding Public Relations ROI: Measuring Success Beyond Impressions

Tiffany Sondergaard
Apr 12
3 min read

Updated: Apr 13

When I first started working with brands and individuals aiming to elevate their presence, one question kept coming up: How do we measure the return on investment in public relations? Unlike direct sales or paid advertising, public relations (PR) often feels intangible. Yet, understanding public relations ROI is crucial for making informed decisions and justifying budgets.

In this post, I want to walk you through what ROI means in the context of PR, why it matters, and how you can effectively measure it to boost your brand’s visibility and growth.

PR ROI in Action: YWCA Allentown “Outfit to Empower” 2025

Why Public Relations ROI Matters More Than Ever

Led by Tiffany Sondergaard of --ts Brand Elevation, the integrated public relations, event marketing, and donor acquisition strategy for YWCA Allentown’s 25th Anniversary “Outfit to Empower” Luncheon demonstrates how visibility translates into measurable impact.

The campaign generated an estimated reach of over 300,000 consumers and 450,000–600,000 impressions across broadcast, print, digital, and podcast platforms. This includes placements in The Morning Call's Retail Watch, WFMZ 69 News, Lehigh Valley Style, WDIY 88.1, Patch, The Valley Ledger, and George Wacker's LV with Love podcast. More importantly, that awareness converted into results: a sold-out event, expanded community partnerships with organizations including Saquon Barkley's MASB Hope Foundation plus local fashion houses Lara Bly & Lonelli's Closet, and the highest single donor gift of the year ... through a PR firm. This is the true measure of PR ROI, not just how many people saw the message, but how many were moved to engage, attend, and give.

In today’s fast-paced market, every dollar spent on marketing and communications needs to deliver value. PR is no exception. When you invest in PR, you’re not just buying media coverage or social mentions; you’re investing in reputation, trust, and long-term relationships with your audience.

How to Maximize Your Public Relations ROI

Understanding and measuring ROI is just the first step. To truly maximize your returns, consider these actionable recommendations:

Align PR with Business Goals: Ensure every campaign supports your broader objectives, whether it’s brand elevation, market expansion, or product launches.
Invest in Storytelling: Compelling stories resonate more deeply and generate higher engagement.
Hire a Media Relations Expert: Strong connections with journalists and influencers lead to better coverage and credibility.
Leverage Multi-Channel Strategies: Combine PR with social media, content marketing, and events for amplified impact.
Monitor and Adapt: Use data to continuously improve your approach and respond to changing market conditions.
Educate Your Team: Make sure everyone involved understands the value of PR and how to contribute to its success.

By focusing on these areas, you can turn PR efforts into a powerful engine for growth and visibility.

Looking to further the conversation, book a --ts Brand Elevation Advisory Session (60 minutes) – PR, Talent & Event Marketing Strategy. --ts

P.S. Looking to turn your skills into impact? YWCA Allentown is currently building its 2026 Outfit to Empower Planning Committee. From donor engagement and auction support to event logistics and storytelling, there are meaningful ways to get involved.

If you’re interested in contributing to a mission-driven, high-impact event, reach out to Sarah Barrett or Carley Pysher at sbarrett@ywcaallentown.org.