PR practitioners have long sought to prove their worth to the C-suite by generating return on investment. To this day, the primary way for PR pros to demonstrate ROI is through sales. Some things have changed, though. New channels and measurement tools can more effectively link PR and sales and, in some cases, PR is directly driving sales. Social media is a catalyst for this connection, but traditional PR tactics are not lost in the shuffle.
Tying PR With Sales: New Techniques Create Better Results
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