Accountability was the 90`s buzzword in corporate communication activities toward the public. Vague assurances of goodwill and invisible long-term impact can no longer persuade vigilant CEOs of the value of public relations activities. They expect and demand measurable contributions such as an increase in sales or profitability. This study surveyed Fortune 500 companies and supported that public relations expenses indirectly affects the companies revenue through increasing the companies reputation. Also differences of the bottom-line impact among different industry categories, while different reputation levels were investigated. The significance of this research lies in demonstrating the role of the company`s reputation when measuring the bottom-line impact of corporate public relations activities.