The document discusses the challenge of defining and measuring public relations ROI. It notes that while PR professionals understand non-financial returns, measuring financial returns is less clear. The CPRF Measurement Committee believes ROI should be strictly defined as money in versus money out. Their plans are to publish a definitive guide on PR ROI definitions, principles, methodologies and case studies in partnership with other industry organizations by the end of 2011. Prior CPRF works on measuring PR impact on sales are also mentioned.