Get the Message Out

As far as ROI, Wegman believes there is an even better tool than PR. “The least expensive marketing—and therefore the highest ROI—will always be word-of-mouth referrals,” he says. “That presumes, of course, that you are meeting or exceeding the customers’ expectations.”

As Gurland noted, PR can be used effectively by both large and small companies. However, marketing strategies depend on several key factors in addition to size, such as market segments being targeted and technologies being used.