Marketers and corporate communications professionals continue to gain more control over marketing intelligence and communication optimization. As a result, they are relating the effects on business conditions. As this occurs, information has emerged on the relative abilities of the whole range of agents in the marketing and communications mix -public relations - to drive meaningful business outcomes.

Studies have shown that while mass-market advertising yields sales of roughly $1.20 on the dollar, trade marketing yields approximately $2.00 on the dollar. And while promotions actually lose $.25 on the dollar, PR generates an average of about $6.00 on every dollar invested, and as much as $45.00 on the dollar!

PR's evolution comes not only as a result of technology, the economy, media upheaval, or the speed of business, but also because consumer preferences and marketing messages have and will continue to change. Unlike other vehicles, public relations engender the involvement that marketers crave to build awareness, shape attitudes, and, yes, drive sales.

And through media relations, PR also delivers a sponsor's message with the credibility that viewers, readers, and listeners demand if they are expected to make meaningful purchasing decisions.

Edward Bernays, often cited as "the father of public relations," considered PR to be a social science predicated on research and evaluation. These should be included in every public relations campaign as well. It's time to measure apples against apples.