Only 22% of in house PROs use a formula to measure the ROI from their PR, according to research undertaken by Professor Tom Watson of Bournemouth University Media School. Tom’s research also found that 68% of agencies offer their client’s use of a methodology to measure the impact of their PR. Other highlights of this revealing insight into PR professionals understanding of the term ROI include: ·        Two-thirds of PR practitioners regularly use the term ROI when planning and evaluating communication activity ·        ROIs related to communication objectives (64%) are much more widely used than financial returns (14%) ·        There is a clear difference in ROI practices between consultants/freelances and in-house colleagues. Just over 68% of consultants and freelances offer an ROI formula to clients but only 22% of in-house practitioners have one ·        On the oft-discussed question of an industry-wide ROI formula, only 34% supported the proposition with 64% opposed. Tom will be presenting his full findings, alongside the insight of other PR evaluation experts, at our PR and ROI Conference on 3 March. When I wrote this blog, there were still a couple of tickets left....