The Most Captivating Path to PR-ROI: Making the PR-to-Sales Connection

摘要

The most alluring PR-ROI option is quantifying PR’s influenceon sales. To illustrate, we examine how Ford Motor Company’slaunch of the Ford Mustang Mach-E generated mediacoverage, awareness and sales.The Ford Mustang Mach-E was unveiled in November2019. It is Ford’s first vehicle designed from the groundup as an electric vehicle and marked the first time in 55years that Ford expanded its Mustang family beyond sportscoupes. It also represented another milestone: customerscould reserve their Mach-E on Ford.com. The business put apremium on driving customers to Ford’s website and convertingvisits into reservations for car orders.