Ross Levanto, ICR SVP, Authors Article on PR’s Evolving Role in Revenue Creation for O’Dwyer’s

In the May 2016 issue of O’Dwyer’s, Ross Levanto, senior vice president at ICR, explored the increasingly valuable role PR plays in the creation of revenue, particularly through integration with key functions of marketing and sales. Titled “PR’s Value in Revenue Creation,” the byline explores the relationships between PR and areas such as content, marketing automation and sales to highlight ways PR enhances value and contributes to greater revenue generation.

Within the piece, Mr. Levanto discusses why PR experts are best fit to create content that bolsters inbound interest, effectively serves a company’s message and strengthens the impact of account-based marketing strategies. The result, he adds, is a much clearer way to justify increased PR investment.

Read the full article here.

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