If you are using a PR firm that tells you that the results are intangible then you are going to need to find a new PR firm. The reason for this is that it is possible to get tangible results from your PR campaign. But something that you need to know is that it can be difficult to quantify results in a discipline based largely on shifting market share and awareness, but tangible effects on the bottom line are the hallmark of any well-planned, executed and tracked campaign. So before you decide to start and enact any kind of PR campaign you must make sure that everybody, and this means your board of directors and the PR firm that you are using, agree on what kind of tangible results you will be seeing with this PR campaign and how you are going to be able to measure those results or track the results.