In the evolving landscape of public relations (PR), measuring its direct impact on sales has long been a challenge. Traditionally seen as a tool for managing brand reputation and media exposure, PR is now stepping into a more strategic role—helping to drive business outcomes, including sales. To prove PR’s contribution to sales, it’s essential to own the customer journey by integrating PR efforts throughout the entire process, from awareness to purchase.
Why PR is Crucial in the Customer Journey
The customer journey encompasses all the interactions a potential buyer has with a brand, from the moment they become aware of it to the point they make a purchase—and even beyond. PR plays a significant role in shaping these interactions at every stage:
- Awareness: PR creates initial visibility for the brand through media coverage, press releases, and thought leadership.
- Consideration: PR helps build credibility by promoting customer testimonials, case studies, and third-party endorsements, influencing buyers during their research phase.
- Conversion: While PR might not directly close sales, it supports the conversion process by maintaining a positive brand image and reducing any doubts potential customers may have.
However, the key to proving PR’s role in driving sales lies in taking control of the entire customer journey, ensuring that PR is strategically aligned with other marketing and sales efforts.
Align PR with Sales and Marketing Teams
To effectively contribute to sales, PR should not operate in a silo. By aligning closely with marketing and sales teams, PR can integrate its strategies with campaigns designed to nurture leads and drive conversions.
- Content Alignment: PR teams can collaborate with marketing to ensure consistency across messaging, including paid ads, email campaigns, and social media posts. When PR and marketing work together, brands can craft a unified narrative that resonates across all customer touchpoints.
- Lead Nurturing: PR-generated content, such as case studies or earned media, can be used in lead-nurturing campaigns. For example, a potential customer who has shown interest in a product might receive an email highlighting a recent article in which the company was featured. This third-party validation can help push the customer further down the funnel.
- Tracking Metrics: It’s important for PR teams to track how their efforts influence leads and sales. This can be done by using tools like UTM codes, tracking media mentions linked to web traffic, and monitoring the role of PR-driven content in customer decisions.
Use Data to Demonstrate PR’s Impact on Sales
To prove PR’s role in driving sales, data is key. While sales numbers are the ultimate measure, several other metrics can show how PR contributes to the bottom line:
- Website Traffic: Increased traffic following media coverage or a PR campaign is a clear indicator that PR is generating interest. Use analytics to track referral traffic from PR placements and measure how it contributes to conversions.
- Lead Generation: Monitor how earned media or PR events attract potential leads. For instance, a mention in a high-profile publication can drive inquiries or form submissions.
- Conversion Rates: If PR-driven content is being used in sales materials, analyze whether it helps improve conversion rates. For example, case studies or press features may help close deals by providing external validation of your product or service.
Own the Narrative Post-Purchase
PR’s role doesn’t end with the sale. Customer retention and advocacy are critical for long-term business success, and PR can help maintain a positive customer experience. PR efforts should focus on:
- Customer Loyalty Programs: Engaging customers through post-purchase PR, such as featuring their success stories, helps foster loyalty and encourages repeat business.
- Reputation Management: PR can monitor customer feedback and address any issues to maintain a strong brand reputation, ensuring satisfied customers who can become brand advocates.
Conclusion
To prove PR’s role in driving sales, it’s crucial to take ownership of the entire customer journey. By aligning with sales and marketing teams, utilizing data to track outcomes, and extending PR efforts beyond the point of purchase, PR can show its direct contribution to business growth. In today’s competitive market, PR is no longer just about building awareness—it’s a critical tool for influencing customer decisions and driving sales.