It’s a perennial debate in marketing, particularly with marketers deeply immersed in measurement metrics (not that there’s anything wrong with that!). The fact is, it’s tough. And here’s why.

One story – or even a dozen stories – won’t necessarily move the sales needle on day one (though when it happens, you’ll know it!).  Consumers make decisions based on many factors. And Rome wasn’t built in a day.

Good PR is a lot more than one “good” story, or at least it should be. Key components of a PR strategy include messaging, audience targeting, industry or product issues, and good content development. And that’s before the first phone call to the media.

PR is also not just a media game anymore. Consumers search out their own information as often as not. It could be that media story, or it could be that media story popping up in Google searches for the next 12 months. Or see how many times it pops up in social media.

For B2B companies, a great bylined article in the right industry vertical is a gift that keeps on giving. For B2C companies, a great product review makes your brand stand out.

Great original content developed by your communications team can drive users to your website or provide direct mail content.

But does PR work? Sure it does. Just try going silent and find out how much you miss it.