bridgebuzz blog

What is the RONI (The Return on NOT Investing) for PR Services?

Posted on Mon, Jun 06, 2016

Recently I read a post on David Fields’ blog, “Irresistible Consulting Moments,” with the headline “The Value Myth.” David is a consultant to consultants, helping them market themselves better and be more successful at selling their services. The gist of the blog post: there’s a pervasive myth in sales which trips up many sales people, that the most effective way to sell is to present the value of the product or service to a prospect. Actually, he said, the way to sell is to show potential clients what they’ll lose by not buying. What he wrote must have struck a chord with a lot of readers, since there were quite a few interesting comments at the end of his blog.

One comment that resonated with me was an explanation of the term RONI – “Return on Not Investing.”

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Tags: budget, PR costs, ROI for PR, return on investment for PR

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