Related: The 5 Answers You Need Before Hiring a PR AgencyHow PR influences salesPR doesn't drive immediate sales in the same way that direct-response ads do. Effective PR efforts — press releases, media outreach, thought leadership — are often a customer's first point of contact with a brand. Airbnb — "Live There"Designed to promote local, authentic experiences over traditional tourism, this campaign leveraged user-generated content and social media. The result: burger sales quadrupled, 20,000 news articles were published, and 36 billion social media impressions were generated. Related: 3 Metrics That Matter When Measuring the Success of Your PR CampaignsThe long game of PRYes, PR ROI can be measured — but it requires patience, the right tools and a broader definition of impact.