Companies wake up to blogs’ barking

by Andrew Clark, The Guardian, September 19, 2006,

Perspectives on the ROI of Media Relations Publicity Efforts

By Fraser Likely, David Rockland, and Mark Weiner

Discusses several different approaches to deriving a Return-on-Investment (ROI) for the support provided by media relations publicity efforts within a marketing campaign. Primary questions discussed are whether it is possible to show that media publicity helped generate sales or other business outcomes, and can a financial return be attributed to the publicity