There's an interesting discussion on PR at the Revenue Roundtable. Here's a sample of what's going on:

Susan Getgood - Public Relations ROI. Fact or Oxymoron?

To not waste time, I'll tell you my opinion right up front. I believe PR works and can be one of the most effective tools in your marketing arsenal...The problem is: how do you prove it?

JSLogan - PR Is Interesting, but I Liken It to Branding

PR is interesting, but I liken it to branding - intangible marketing activities led by people that don't have revenue responsibilities. I prefer direct response marketing - it's proven, measurable, and focused on what matters most, generating more sales.

Michael McLaughlin - Do We Need to Measure PR?

If we really needed to measure the impact on sales of every marketing event, especially PR, I'd guess 75% of the B2B blogs and zines in the world would close down tomorrow.

Is there too much emphasis placed on PR? My opinion is PR has a place in the marketing toolbox, but it's a secondary tool of revenue growth. More emphasis should be placed on engaging directly with customers in a call to action to purchase. PR is a soft sell with undefined benefit.

What do you think?