Own the Customer Journey: Prove PR’s Role in Driving Sales

Okay, so here’s the deal: the whole “PR versus marketing versus advertising” thing? It’s basically one big blurry Venn diagram now. PR pros can’t just wave a stack of media impressions and hope the C-suite claps politely anymore. 

They want proof, as in "hard numbers that impact the bottom line" kind of proof. So, it’s time to get serious—or at least, serious-ish—about thinking like a marketer.

THINK LIKE A MARKETER: OWNING THE CUSTOMER JOURNEY

PR folks need to grab the reins on the customer journey. And by "journey," I mean from the moment your customer thinks, "Huh, that’s interesting," to the second they click “Buy Now” or at least, “Sign Me Up.” Own the journey, and you own the results.

COLLECTING VALUABLE CUSTOMER DATA

Here’s where things get spicy: data. 

Yeah, those social media likes and website visits are cute, but if you can tie them to actual customer behavior, now we’re talking. Clear, actionable CTAs that steer people to your website or social channels can help potential customers “self-identify” their interests.

For example, create a landing page with a lead capture form or throw in a QR code that screams, “Scan me!” Bonus points if it’s tied to a contest, because who doesn’t want free stuff?

REAL-WORLD SUCCESS

A travel campaign once used a shareable contest widget to collect email addresses. The collected data was matched with new and existing customer lists, creating a robust database of leads. When people Googled the campaign after seeing it on TV or in print, tailored search terms sent them straight to the brand’s website. This quantified PR success in real time.

INTEGRATING PR AND MARKETING EFFORTS

Now, let’s address the elephant in the room: not every earned media hit comes with a neat little tracking link. But don’t panic! You can still connect the dots. Here’s how:

ANALYZE TIMING AND TRAFFIC SPIKES

Did your story air on Tuesday at 8 p.m.? Cool. Check your website traffic and search trends right after. If there’s a spike, congrats—you just proved your value without needing a custom URL. (Pat yourself on the back, you earned it.)

USE SOCIAL LISTENING TOOLS

Keep those social listening tools humming. They’re like your backstage pass to what people are saying about your campaign. Then cross-check all that chatter with marketing data for extra validation points.

CAPTURE ENGAGEMENT METRICS

Think beyond sales numbers. Did people sign up for a loyalty program? Visit your store locator? Download a white paper? (Okay, that last one might be B2B nerd territory, but still—it counts.)

EVOLVING MEASUREMENT STRATEGIES

Let’s get real: not everything in PR is easily measurable, and that’s okay. The mediums haven’t changed, but the metrics? Oh, they need a makeover. For example, if your campaign lands on a major news outlet and gains traction, you’re not going to have a direct link to track it. But pair that with targeted social and search ads? Voilà—you’re in business.

When people Google your campaign after seeing it on TV, your search and social programs should already be in place. From there, hit them with social ads, grab their email, and watch the magic happen.

PROVING PR’S VALUE

So, what’s the moral of the story? To prove PR’s worth, you’ve got to think like a marketer, own the customer journey, and get cozy with data. Sure, it’s a little extra work, but the payoff? Priceless. Now go forth and make the C-suite proud—or at least not skeptical.