Since public relations was first introduced, there has always been the question of how to evaluate its success. With no perfect solution in place, it is best for practitioners to closely collaborate with clients to identify the business goals and appropriate benchmarks to measure achievement. Multiple methods can be employed to measure a program’s impact, from media coverage to web traffic to sales leads. In the latest Get the Connection video we explore how media results can translate to sales and open the door to conversations between companies and their customers and prospects.
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