PR And Sales Leads Perception vs. Reality

For years, Todd Defren, principal of 18-month-old Shift
Communications
, had been aware of a huge discrepancy in the way
sales and marketing professionals regard the importance of public
relations' ability to generate sales leads. He thought PR could
impact sales far more than it actually did. "While we talked a good
game, no one showed how our results impacted the bottom line," he
says.