ROI on PR efforts are measured by:
Gross media impressions — how many viewers, listeners or readers saw or heard the story.
Message pull through — indication of how many times core messages were conveyed in a story.
Ad dollar equivalency — the comparison of how much it would cost in advertising dollars if a company placed ads that ran on the outlets during that timeframe and length of time.
Website clicks — spikes in Website visits during a PR campaign. For example, there should be some measurement of traffic right after a SMT. Same goes for phone calls if a phone number is given.
You can find out more and View some of our Case Studies: https://www.tvamediagroup.com/about-tva/references.php