“PR costs money – but what exactly does it achieve?”
This question comes up regularly when management discusses communication budgets. For a long time, the answer was a folder full of newspaper clippings. However, reducing press relations to the number of clippings misses their actual economic value.
“What does strategic B2B PR mean today?”
Strategic press relations in B2B is not an image project, but a measurable value driver. Your return on investment is generated across several business dimensions – from marketing efficiency and sales to recruiting and crisis resilience.
“How can PR be evaluated financially?”
A classic approach is the advertising equivalence value. It compares editorial coverage with the price that would have been incurred for an equivalent advertisement.
“Why is editorial presence more valuable than advertising?”
Because it is not perceived as self-promotion. Technical articles, interviews, or case studies enjoy significantly higher credibility – especially in the B2B environment.
Example: A technical report on a new technology appears in a leading industry magazine. The advertising equivalence value is in the five-digit range. In addition, a trust advantage is created that paid advertising cannot generate. Controlling and management can see which media budget has been replaced by press relations.
“What influence does press relations have on search engines?”
High-quality media reports with backlinks are considered strong quality signals by search engines. They improve rankings, increase organic traffic, and reduce dependence on paid media in the long term.
Why is PR also an AI topic in 2026?
Generative search systems and LLMs such as ChatGPT, Perplexity, and Copilot prefer to use verified, editorial content. Press articles serve as trustworthy reference sources.
Example: AI recommends a company as a relevant provider because several trade media outlets attest to its expertise. The company becomes visible in the decision-making phase – without click costs or a campaign budget.
“What specific benefits does PR bring to sales?”
It reduces the need for explanation. Media presence ensures that potential customers have already built up trust before the first meeting.
“Why is this particularly strong in B2B?”
Because decisions are complex, risks are high, and multiple stakeholders are involved. External validation works faster than self-argumentation.
Example: A sales team uses a neutral technical article as a reference in the quotation process. Queries are clarified more quickly, decision cycles are shortened, and closing rates increase.
“What role does PR play in the war for talent?”
Media reports shape the image of an employer more strongly than career pages. They signal innovative strength, stability, and relevance.
“Is that measurable?”
Yes – through lower cost per hire, more unsolicited applications, and a better fit for candidates.
Example: A report on a research or development project leads to qualified unsolicited applications. The need for headhunters decreases, as do recruiting costs.
“Can PR also prevent losses?”
Yes. Continuous press relations builds up a reserve of trust that pays off in crisis situations.
“How is this ROI demonstrated?”
Not by increasing sales, but by limiting damage: objective reporting instead of scandalization, stable customer relationships despite problems.
Example: In the event of delivery delays or technical errors, the trade press remains calm because the company is known for its transparency and competence. Long-term damage to reputation and value is avoided.
“Strategic B2B PR is one of the few communication levers that simultaneously contributes to visibility, trust, sales, recruiting, and AI relevance. Its ROI is not generated by volume, but by substance, continuity, and journalistic connectivity.”
Miriam Schwellnus, expert in PR and brand storytelling
The return on investment of public relations is not a single KPI. It results from a combination of lower marketing costs, better digital discoverability, more efficient sales processes, stronger employer branding, and greater resilience.
Strategic B2B PR thus delivers exactly what modern companies need: reliable signals for people, markets, and machines.
The ROI results from savings in advertising budget, higher visibility, shorter sales cycles, lower recruiting costs, and reduced reputational risk.
B2B PR relies on external validation by the media, not on internal communication. It has a longer-term effect and is more credible.
LLMs favor editorially vetted content. Press articles increase the likelihood of being mentioned in AI responses.
Yes – via ad equivalents, SEO effects, sales figures, recruiting costs, and qualitative reputation indicators.
Not immediately, but sustainably. Impact is created through continuity, thought leadership, and journalistic quality.
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