Why PR Doesn’t Have a Specific ROI

Lynne Thomas Founder of  Flipside PR, delves into the reasons why public relations doesn’t have a specific ROI and why brands should think twice before expecting it to be free.

In today’s digital age, businesses often expect every marketing initiative to be tied to a clear and measurable ROI. But when it comes to PR, that mindset is fundamentally flawed. PR isn’t an ad campaign with a direct click-through rate or a digital ad spend that can be measured dollar for dollar. It’s something more nuanced, and brands that fail to understand this are often those that undervalue the true worth of PR—and, frankly, waste agency time.

PR Is About Relationships, Not Transactions 

The foundation of PR is built on relationships. Whether it’s securing a feature in a high-profile publication, facilitating a podcast interview, or hosting a successful event, the goal is to build brand visibility and reputation over time. These results don’t lend themselves to the same tidy metrics as paid ads. Coverage can lead to improved brand credibility, awareness, and authority in your industry. But, these aren’t easily quantifiable in the short term.

Unfortunately, many brands still approach PR with a transactional mindset. They expect a clear return on investment (ROI) like they would with Google ads or influencer campaigns. Here’s the truth: PR doesn’t work that way. Success isn’t always immediate, and the impact of well-executed PR can be gradual, cumulative, and hard to attribute to a single action.

For brands expecting instant leads or skyrocketing sales numbers directly from a PR campaign, you’re missing the point. PR builds your brand’s narrative, credibility, and public trust—assets that pay off in ways you can’t always predict or quantify immediately.

Time Is Money — PR Agencies Are Not Charities

Clients often expect PR agencies to deliver miracles with tight budgets. Brands approach agencies wanting full-scale campaigns for minimal spend, as though they can execute PR ‘on the side’ or for free. But here’s a reality check: agencies aren’t here to work for free, and PR is not a side hustle. It’s a dedicated, strategic service that requires investment—both in time and resources.

Agencies invest significant hours building media lists, crafting press releases, pitching journalists, and leveraging years of relationships and expertise. Expecting all of this without proper compensation is not only unrealistic, but also disrespectful to the profession. When you expect to pay peanuts, don’t be surprised when you’re met with underwhelming results.

If you’re only willing to spend a minimal amount, ask yourself: Why are you hiring a PR agency in the first place? Do you really believe in building your brand’s presence, or are you just looking for a quick fix? Agencies build long-term brand awareness, reputation, and credibility—but you don’t create these things overnight or for nothing.

The “Invisible” Impact of PR

 

Here’s where it gets controversial: you can’t directly measure everything valuable. You often see the impact of PR in moments that slip through traditional metrics. For example:

• A journalist remembers your brand from an interview six months ago and decides to feature it in a major piece.
• Your CEO gets invited to a high-profile industry event because of a previous press hit.
• Your brand is seen by investors and partners in media coverage, bolstering your reputation in ways a paid ad never could.

These are not easily measurable, but their impact is undeniable.

While some brands will try to pin a direct ROI on these efforts, they are missing the broader picture. PR is not a short-term solution; it’s a long-term investment. Those looking for instant gratification will inevitably be disappointed and are, frankly, wasting both their own time and their agencies’ time.

The Harsh Truth: PR Costs Money—Deal with It

PR isn’t a luxury service you can undervalue or dismiss as a “nice to have.” If you want visibility, brand trust, and reputation management, it costs money. You wouldn’t ask a lawyer to work on contingency for an uncertain payout. So, why expect a PR agency to operate without proper compensation?

If you’re a brand unwilling to invest the time, money, and patience required for an effective PR campaign, then you might want to reconsider your approach. Agencies can’t operate without proper budgets and expectations in place. They aren’t miracle workers who can guarantee press or sales on the fly. If your brand sees PR as a box to tick rather than a strategic partnership, both you and the agency are setting yourselves up for failure.

Bottom Line: Brands Need to Reframe Their Expectations

Brands that still believe PR is about instant, easily measurable ROI are missing the boat. PR is about influence, trust, reputation, and long-term relationships with your audience and the media. It doesn’t happen overnight, and it’s not free. It’s time to recognise PR for what it is—a complex, strategic process that offers immense value beyond simple dollars and cents.

So, before you waste an agency’s time, ask yourself: are you truly committed to investing in your brand’s future? If not, maybe it’s time to rethink your expectations—and leave PR to those who understand its real worth.

Find out more about our extensive network and relationships with key journalists, social influencers, make-up artists, and industry spokespeople HERE.