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To have successful promotional activity you must have tangible objectives for that activity. PR is no different, a good PR person will want to know why you want press releases published, what will happen as a result? More phone calls? More web traffic? More requests for samples? etc.
The more...
We do social media and we monitor its success by looking at the web traffic generated by the various platforms. The bounce rate and website activity of those visitors tell us the quality of the traffic. That is our justification for the activity.