PR firms talk at length about concepts such as thought leadership and creating unique POVs that serve your audience. We tend to wax eloquent about participating skillfully in the conversations that matter most as an authority. That’s because we know that when your audience views you with trust and respect, they’re more likely to come to your firm for help in solving their toughest challenges. Still, it’s natural for you to ask one simple question. Is our PR investment really worth it? Christian Erard explores further.