Calculating the ROI value of media placements is one of the most difficult endeavors for public relations. Establishing a direct link between sales and PR can be problematic, and the impact on sales might not be immediately apparent, especially in B2B sectors.
Plus, measuring public relations successes in B2C and B2B is very different. Media relations success is easier to track in B2C in many ways Glass Lantern PR Co-Founder Joshua Kail, states in an article for Fridge Magazine.
Public relations results can be seen more quickly in B2C, especially near peak sales times like the holidays. Still, PR is not designed to complete sales, only to create the opportunity for sales to be completed.