The ROI of PR at a Hybrid Publisher

In the past five years that I have spent in book publicity at a hybrid publisher, the most commonly asked question tends to center around ROI: “What is my return on investment?” There is often a misperception that once a PR proposal is signed, the efforts of a PR and marketing campaign are going to lead to immediate sales. While sales are certainly important, the main goal of a PR campaign is to build an author brand and discoverability that will provide opportunities for sales over time. Let’s explore what a PR package typically includes and how to determine its value.