Does Your PR Drive Leads?
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The document discusses how public relations (PR) strategies can be designed to drive leads and sales. It provides tips on measuring PR effectiveness, including integrating PR with marketing and sales goals and metrics. An example case study is given of how Pontiflex implemented PR programs focused on awareness, affinity and conversion, and measured PR success based on increased leads, sales, website traffic and partnerships. Key takeaways are rethinking how PR coverage is leveraged across the company and ensuring PR messaging complements sales.
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Does Your PR Drive Leads?
- 1. Does Your PR Drive Leads?
Editor's Notes
- Shannon – start the recording. Welcome to Horn Group’s webcast Does Your PR Drive Leads? Our discussion should last just under an hour, please remember to mute your phone during the call unless you want to ask questions. No need to save your questions to the end, let’s keep it interactive throughout the session. We’re going to talk about how PR can and should be part of an effective lead-generation program. Aligning PR with sales has always been wise, but its more relevant today than ever. An already tough sales environment just got tougher, the length of the sales cycle has doubled, and prospects may have deferred their purchasing decisions. At no other time is PR more valuable as a sales tool than in challenging economic times. So, let me introduce you to our presenters: Ben Billingsley the managing director of Horn Group’s NY PR practice and is leading Horn Group’s thinking around lead-gen PR Arun Krishnan, VP Marketing at Pontiflex Pontiflex was recently named one of Always On’s top 100 digital media companies and we have been working with them since last spring to establish a new category in online advertising and promote them as the industry’s first transparent lead gen market Since day one, they asked we asked that we build a program around generating leads for their business – our programs include both mainstream and social media, but they rely heavily on digital outlets where the output can be measured and acted upon in real time. Ben, Arun – thank you for being here today. Ben – I’m going to turn it over to you now…