PR Campaign ROI Calculator
Measure the return on investment from your PR campaigns using multiple valuation methods.
1Campaign Investment
2Media Placements
3Earned Media Value Multiplier
4Business Impact Assumptions
5ROI Summary
Performance Metrics
Placement Breakdown
| Type | Count | Total AVE | Total Reach |
|---|---|---|---|
| Tier 1 (NYT, WSJ, Forbes) | 1 | $45,000 | 500,000 |
| Tier 2 (Industry/Trade) | 1 | $12,000 | 75,000 |
| Tier 3 (Local/Niche) | 1 | $4,500 | 30,000 |
📊 PR ROI Tips
- • AVE (Ad Value Equivalent) estimates what coverage would cost as paid advertising
- • Multipliers account for third-party credibility earned media carries
- • Track UTM codes and dedicated landing pages for accurate traffic attribution
- • Consider brand lift surveys for longer-term impact measurement
Cómo Usar Esta Calculadora
Enter your PR campaign costs and timeframe
Input media placements by tier (top-tier, regional, trade)
Add reach, impressions, and engagement data
Review ROI calculations using AVE and modern metrics
Preguntas Frecuentes
How do I calculate the value of media coverage?
Common methods include Advertising Value Equivalency (AVE), which estimates what the coverage would cost as advertising, and weighted media values based on outlet authority and relevance.
What is a good PR ROI?
PR typically delivers 3-10x return on investment when measured comprehensively. A $50,000 campaign generating $200,000+ in media value would be considered successful.
Should I use AVE or other metrics?
While AVE is widely used, complement it with business metrics like website traffic, lead generation, and sentiment analysis for a complete picture.
How do I attribute business results to PR?
Track unique URLs in press coverage, monitor branded search volume during campaigns, and survey customers about how they heard about you.
What should I track for PR reporting?
Track placements by tier, total reach/impressions, share of voice, sentiment, key message pickup, and downstream metrics like web traffic and leads.
Por Qué Usar Esta Calculadora
- Calculate earned media value from placements
- Measure reach and impression impact
- Track PR contribution to business outcomes
- Compare different PR investment levels
- Report PR ROI to stakeholders
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"Por fin, una forma de estimar los costos de comunicación interna que la dirección toma en serio. Los datos hablan por sí mismos."
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