Opinion: Letters of the Week - Practitioners must make a robust case for ROI in more-for-less world

PR practitioners should have been cautiously optimistic when reading last week's PRWeek article mooting potentially significant gains for the PR industry from the Cabinet Office's continued freeze on marketing (News, 11 March).

In pitching for government contracts, practitioners will need to make a robust case for ROI on their campaigns. Figures for 2009-10 show that COI PR spend equated to one-tenth of its ad campaigns (£19,462 versus £213,007). So there is real scope to learn and educate on the impact and benefits of well-targeted PR, while striving to deliver more for less.

Phil Morgan, director of policy and comms, CIPR


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