Sure, an effective public relations program integrating feature articles, press releases, videos and other content delivers quantifiable returns as sales leads, clicks and social media engagement. But its more powerful abilities have a hard time fitting into a metric that can be neatly measured like clicks. For example:
These and other abilities matter because they influence whether a prospect clicks, meets with a sales rep, accepts or turns away a meeting with a competitor, and ultimately whether he/she buys. In the same way, your public relations program impacts whether existing customers become repeat customers and helps reinforce their smart decisions to buy from your company. I harp on this only because it works. From the practice what you preach file, enjoy some recent highlights where epr President Paul Entin contributed expert commentary:
See case studies in public relations here.