Midnight Communications surveyed 300 marketers and found that a majority of in-house marketing teams used online PR campaigns.
However, these teams scrutinised online PR for return on investment more than other types of digital marketing - such as search engine marketing or display advertising.
Online PR is considered to be more measurable than traditional PR because it is possible to track data such as web traffic, but the survey indicates that marketers are still tentative about the value of online PR.
Out of the 300 marketers surveyed in the UK, Germany, and France, 62 per cent said they measured PR activity for return on investment. Of the 100 UK retail marketers surveyed, 91 per cent said they used online PR.
Sarah Ogden, managing director of Midnight, said measurability was increasingly important during these difficult economic times. Ogden said companies should be confident that online PR can deliver tangible results that can be measured in real time.
Philip Sheldrake, director at Racepoint Communications, said though there were tools to measure digital PR, it was important to take a comprehensive approach.