PR: Where’s the Payoff?

PR was once measured predominantly by traditional metrics like media coverage and advertising value equivalence (AVE), but the digital age today demands a more nuanced understanding of its impact. From shaping consumer trust to driving long-term brand equity, PR is no longer just about managing perceptions — it is about delivering measurable results that align with business goals.

In our conversation today with Sheila Jaya Poomy, Founder & Managing Director, Ceria Communications, we explore how the perception of PR value has evolved (or has it?), the challenges practitioners face in proving their worth, and the opportunities for innovation in a world where data, technology, and reputation converge.