You first have to determine that PR can influence sales. Which means asking customers what drives their purchase decisions. Here is one way: Suppose that, through product placement and tests, you can prove that being positioned as being ‘best in class’ is a major driver of purchase decisions. Then measure what share of the discussion of "best in class" you are actually receiving. If you track that share over time, and compare it to sales, you may well be able to show an impact on your market share. -KDP

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