“Instead of focusing solely on ROI as a metric for successful PR, Susman suggested the addition of an ROR metric: return on reputation.”
At a PR Summit held at Pfizer HQ Sally Susman pointed out due to the negative impression that pharma has on the average person, it makes it difficult to promote anything from the company, whether it be a product, healthy living or prevention. Speaking at a PR summit at Pfizer HQ yesterday, Susman, SVP and chief communications officer for Pfizer, emphasized the importance of “return on reputation” and said corporate ads don’t work.