the ability of the public relations professional to use the adopted AIDA model and variations of the model (e.g., Michaelson and Griffin) for defining engagement and the best messages to employ when initiating, maintaining, and solidifying that engagement. As noted elsewhere, public relations’ function in relation to ROI is to establish brand, product, service, or issue engagement outcomes dealing with credibility, relationship, reputation, and trust target audience perceptions of that brand, product, service, or issue.
Endnotes
i Advertising