PRWeek reports that Procter & Gamble has developed an in-house tool to assess the value of its public relations efforts. The results indicate that PR generated higher return on investment than other marketing channels in four out of six brands the company’s PR department tested. The instrument, called PREvaluate, “incorporates detailed analysis, including information on cost, scope, audience, geographic markets, and possible synergy with other marketing tactics,” according to Hans Bender, the company’s manager of external relations.

Agencies and measurement experts are naturally excited by the tool. So far, I haven’t been able to spot details on how to employ the measurement method, which took 18 months to develop with help from Delahaye. Anything that helps prove the value of PR—especially these days when so many suggest that social media is a complete replacement—is good news.