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I. What is PR ROI?

Imagine you're the Communications Director of a large food company in Vietnam. The company just invested 500 million VND in a PR campaign to launch a new line of organic products. After the campaign, sales increased by 20%, the website gained 100,000 visits, and 30% of new customers said they learned about the product through articles and media activities. But when the CEO asks: "How much did we get back from this PR investment?" can you answer immediately?

This is where the concept of PR ROI comes into play.

What is PR ROI?

PR ROI (Return on Investment in Public Relations) is a metric that measures the effectiveness of investment in public relations activities, showing the relationship between the costs spent on PR activities and the value those activities bring to the business. In the simplest understanding, PR ROI is calculated using the formula:

ROI (%) = (Net profit from PR activities / Cost of investment in PR) × 100

However, in reality, measuring PR ROI is much more complex because many values PR brings cannot be directly converted to money in the short term, such as brand reputation, customer trust, or community goodwill.

II. How to measure ROI of PR campaigns

To measure the real effectiveness of PR campaigns, businesses need to build a comprehensive measurement process that links PR metrics with business objectives. Below is a professional PR ROI measurement method, based on international standards and adjusted to suit the Vietnamese market.

1. Define clear communication objectives

Before beginning any PR campaign, clearly define the objectives you want to achieve. These objectives must be SMART (Specific, Measurable, Achievable, Relevant, Time-bound) and directly linked to business objectives.

A real estate company in Vietnam defined their communication objectives for a new project with all the SMART elements as follows: "Increase the number of customers registering to visit the project through the website by 30% in Q3/2024 through building 20 in-depth articles about green technology in the project on reputable media channels."

2. Establish KPIs according to standard measurement models

According to the AMEC Integrated Evaluation Framework, PR measurement needs to be carried out along the complete value chain:

Inputs → Activities → Outputs → Outtakes → Outcomes → Impact

a) Inputs - Resources invested in PR:

• Specific SMART objectives
• Allocated budget
• Resources (personnel, facilities, partners)

b) Activities - Tasks performed:

• Formative research
• Communication planning
• Content production (design, compilation, media buying)
• Building press relations and target journalist list
• Pitching stories to journalists, editors
• Organizing press conferences, communication events
• Drafting and issuing press releases
• Managing communication crises if they arise

c) Outputs - Direct results from communication activities:

• Number of published articles/media appearances (Active media coverage)
• Quality of publishing media (reputation, target audience, influence index)
• Potential reach
• Share of voice - compared to competitors
• Volume of publicity, impressions
• Number of journalists attending press conferences/events
• Number of press release quotes used
• Publishing position (front page, main section, secondary section)

d) Outtakes - Initial reactions from target audience:

• Attention
• Awareness
• Understanding
• Brand engagement
• Number of social media interactions (reactions, comments, shares)
• Time spent with PR content
• Click-through rate (CTR) on links in articles
• Referral rate from electronic media to brand website
• Response rate from potential customers after reading PR articles

e) Outcomes - Changes in perception/attitude/behavior:

• Level of knowledge acquisition (Learning/knowledge)
• Degree of change in viewpoint (Attitude change)
• Trust
• Satisfaction
• Intention to purchase or use services
• Level of support and willingness to recommend (Advocacy)
• Level of long-term brand engagement
• Rate of returning and loyal customers

f) Impact - Long-term results for the organization:

• Reputation
• Relationships
• Sales growth
• Conversion rate
• Financial ROI
• Organizational/social changes
• Impact on overall brand value
• Effect on business valuation and ability to attract investment
• Broader social impact (for CSR and ESG campaigns)

3. Collect accurate data

Accurate data collection is the foundation for effective PR ROI measurement. Necessary tools include:

• Media monitoring tools: Such as Meltwater, Brand24, or solutions from local providers in Vietnam
• Google Analytics: To track website traffic, dwell time, conversions
• UTM parameters: Attached to links in PR articles to accurately measure traffic sources
• Social media analytics tools: Measuring engagement, reach
• Customer surveys: Measuring changes in perception and behavior

Real-world example of multi-dimensional measurement from GP - The Reputation Agency:

When working with Nu Skin for the ageLOC TR90 "Size Chuẩn Dáng Chất" campaign, GP implemented a comprehensive measurement system including:

• Digital media measurement: 97,234 impressions, 81,151 reach, 35,907 interactions (80% were likes)
• Hashtag spread analysis: 404 posts with #sizechuandangchat, 10,792 discussions (97% from users outside the fanpage)
• Content effectiveness evaluation: Analysis of the performance of 45 image posts and 18 videos, identifying the most effective topics (improving fitness and diet)
• PR ROI measurement: Calculating investment cost per metric (CPE ~10,000 VND, CPV ~950,000 VND) from a budget of 400 million VND
• Brand tracking: Evaluating product recognition through quality analysis of discussions from distributors and users

4. Analyze and report multi-dimensional results

PR ROI reporting needs to be both comprehensive and understandable, helping stakeholders quickly grasp the value that PR brings. According to GP - The Reputation Agency's recommendations, PR ROI reports should include:

• Visual dashboard with color indicators (red-yellow-green)
• Competitive benchmarking
• Tracking trends over time to see improvement
• Combined qualitative and quantitative analysis

Only with a professional and comprehensive PR ROI measurement process can businesses truly evaluate the effectiveness of communication campaigns and optimize PR strategies in the future.

III. 5 ways to grow ROI in PR

After understanding how to measure PR ROI, the next question is how to increase ROI for PR activities? Below are 5 effective strategies that have been proven in the Vietnamese market.

1. Leverage the power of data analytics

Why it's effective: Data helps you understand your customer audience precisely, optimize content and communication channels, thereby enhancing the effectiveness of PR campaigns.

According to reports at the Comms Connect event in Vietnam, data-driven PR campaigns have 40% higher ROI compared to traditional campaigns. A Vietnamese fashion brand increased conversion rates from PR by 62% when analyzing user data and adjusting messages according to specific audience segments. PRNAsia

How to implement:

• Use media analysis tools to identify the most effective types of content and channels
• Segment audiences based on behavioral and demographic data
• A/B test different PR messages to find the most effective ones
• Monitor KPIs in real-time to adjust strategies promptly

2. Optimize PR operating costs

Why it's effective: Reducing input costs while maintaining or increasing output will directly enhance ROI.

Hung Thinh Real Estate Company applied an internal model combined with specialized agencies, helping reduce PR costs by 35% while increasing campaign effectiveness by 40%, according to a report from Vietnam Investment Review.

How to implement:

• Use automation technology for repetitive tasks (email pitching, press monitoring)
• Train internal teams combined with outsourcing specialized services
• Leverage cross-platform content (one content can be adapted for multiple channels)
• Focus on channels with the highest ROI rather than spreading too thin

3. Create PR campaigns tied to ESG and CSR

Why it's effective: According to PwC's Vietnam ESG Readiness Report 2022, 78% of Vietnamese consumers are willing to pay higher prices for brands with social and environmental responsibility. PR campaigns linked to ESG and CSR not only create goodwill but also bring actual business value.

Vinamilk implemented the "1 Million Green Trees Fund" campaign combined with an ESG communication strategy, helping increase brand recognition by 27% and increasing sales by 15% in related product lines. This campaign generated 10,000 positive articles in the media, with 40% lower costs compared to traditional advertising to achieve the same level of coverage.

How to implement:

• Build substantial ESG/CSR strategies, not just PR "window dressing"
• Measure social/environmental impact using specific KPIs
• Tell authentic stories about the company's ESG journey
• Collaborate with KOLs/KOCs with aligned values

4. Combine PR with digital

Why it's effective: Traditional PR combined with digital PR creates a resonance effect, helping to significantly increase ROI.

According to research by Vero Vietnam, 67% of Vietnamese consumers confirm they will trust a brand more when they see it appear in both reputable press and social media. Masan Group increased ROI by 47% for the WinMart+ launch campaign by combining PR in traditional press with digital PR strategies and influencer marketing. Vietcetera

How to implement:

• Create SEO-optimized PR content to increase long-term searchability
• Use remarketing to re-engage audiences who have read PR articles about the brand
• Combine PR with social media marketing campaigns to increase influence
• Build a content ecosystem from one main PR message

5. Develop Thought Leadership to create long-term value

Why it's effective: Thought Leadership is a premium PR strategy, creating an expert position for businesses, bringing long-term ROI value.

Luong Quoc Huy - CEO of MindX has built an expert position in technology education through in-depth articles and sharing on Forbes Vietnam, helping the company grow 200% in two years with marketing costs 30% lower than competitors.

How to implement:

• Identify niche areas of expertise where the business can lead discussions
• Develop truly valuable content, not just advertising
• Build networks with press and industry forums
• Measure the impact of Thought Leadership through reputation indexes, citations, and long-term conversions

To grow PR ROI in the Vietnamese market, businesses need to apply these strategies systematically and persistently monitor and adjust based on data. It's important to link these strategies with overall business objectives and build a professional ROI measurement process from the start.

IV. Conclusion

In the context of a competitive market and increasingly tightened marketing budgets, measuring and optimizing PR ROI is no longer an option but has become a mandatory requirement for Vietnamese businesses. Through this article, we have clearly seen that PR ROI is not merely a financial number but a comprehensive measure of communication effectiveness and its impact on business reputation.

GP - The Reputation Agency with extensive experience in reputation management, public relations, and strategic communication, is a trusted partner helping many Vietnamese businesses build and measure the comprehensive effectiveness of communication activities, creating real and sustainable value. Contact GP today to receive 1:1 consultation from industry-leading experts and take your communication campaign to a new level!

 

V. FAQ - Frequently Asked Questions about PR ROI

1. What is PR ROI and why is it important?

PR ROI (Return on Investment in PR) is a metric that measures the returns generated from public relations activities. It helps businesses understand the effectiveness of their communication campaigns, prove their real value, and make informed strategic decisions.

2. Is PR ROI the same as ROI in marketing?

Not exactly. ROI in marketing usually focuses on direct sales and profit, while PR ROI also measures non-financial values such as brand reputation, public trust, and sentiment.

3. What are the basic steps to measure PR ROI?

They include: defining clear communication objectives (SMART), establishing KPIs following the Output – Outtake – Outcome – Impact model, collecting multi-dimensional data, evaluating impact using international frameworks (AMEC, Barcelona Principles, CRQ…), and reporting transparent results.

4. How to measure PR ROI in CSR and ESG campaigns?

Businesses should align metrics such as sentiment analysis, CSR Perception Score, and ESG Impact with long-term business indicators (like Brand Trust Index, sustainable revenue growth) and ensure transparency through reports like GRI or SDGs.

5. How can GP – The Reputation Agency support businesses in measuring PR ROI?

GP offers comprehensive measurement solutions based on international models, tailored for the Vietnamese market. We help businesses not only track PR effectiveness but also build sustainable reputation strategies to foster growth and attract long-term investment.