How Earned Media Drives Consumer Behavior: A Quantitative Analysis2 The power of PR hinges on knowing your audience. Yet, one of the biggest challenges for communications professionals is understanding how their efforts influence consumer behavior – a decision-making process that leads to purchases – in order to optimize media strategy and demonstrate tangible business value. That’s why over a decade ago, Onclusive invented, trademarked and launched the concept of PR AttributionTM to help PR pros connect earned and owned media content to behavioral outcomes – specifically, website visits and website actions that result in more customers, sales and brand loyalists. We recently conducted a formal research study that analyzed our PR AttributionTM data and uncovered some surprising ins

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