Own the customer journey to help prove PR’s role in driving sales

Time to start thinking like a marketer.The lines between marketing, advertising and public relations have become increasingly blurred. As a result, PR professionals can’t rely solely on metrics like media impressions to prove their value – the C-suite wants hard numbers that directly impact the bottom line.
Greg Swan, senior partner and Midwest digital lead for FINN Partners, believes it’s time for PR professionals to think with a marketing mindset. Swan suggests finding ways t