Thanks for picking up on my post and extending the discussion. I agree with you that not all value created can realistically be quantified. Certainly there is value in making X consumers aware of something, or getting your targets to engage with you. Increasing the likelihood they would seriously consider your brand. The list goes on. There is value created by PR in each area, but ROI normally is done only with the final transaction – usually the sale. All the non-transactional value that proceeds a sale typically exists in good-will and other intangible areas. Cheers, Don B @donbart