The document discusses how public relations (PR) strategies can be designed to drive leads and sales. It provides tips on measuring PR effectiveness, including integrating PR with marketing and sales goals and metrics. An example case study is given of how Pontiflex implemented PR programs focused on awareness, affinity and conversion, and measured PR success based on increased leads, sales, website traffic and partnerships. Key takeaways are rethinking how PR coverage is leveraged across the company and ensuring PR messaging complements sales.