We have seen that most companies underspend on PR. But the great thing about Proof is that it can get at the heart of complex correlations. For example, while PR alone may be cheap and effective, Proof can show you the relationship between, for example, advertising and PR on awareness.
You can see how each campaign performs against awareness along with the relationships, good or bad, that occur between the two in isolation. You can also easily invert them and learn to what extent one magnifies the effects of the other.