"Performance marketing has been around for over 20 years-a strategy where advertisers and marketers only pay when a measurable action has been completed and focuses on short-term ROI. It currently commands about half of global marketing budgets because of its promise of measurable returns and precision targeting. Lately, the PR industry has been increasingly adopting a similar trend, performance PR."
"Los Angeles-based public relations firm Dreamday, founded by CEO Lauren Kleinman in 2019, is credited with coining the term. The firm describes performance PR as a data-driven strategy that combines traditional public relations with affiliate marketing to deliver measurable, revenue-driving results. For the data component, the firm uses performance metrics like Share of Voice, site traffic, ROAS, and conversion rates to measure results."
Performance marketing has been a pay-for-action strategy for over 20 years, emphasizing short-term ROI and commanding about half of global marketing budgets due to measurable returns and precision targeting. The PR industry is adopting performance PR, a data-driven blend of traditional public relations and affiliate marketing that focuses on revenue-driving, measurable results. Dreamday coined the term and uses metrics such as Share of Voice, site traffic, ROAS, and conversion rates. Multiple agencies including DMi Partners, Rubix Agency, and SolComms have created dedicated performance PR teams. SolComms hired Hallie Greenberg to lead its new division after client demand for deeper performance strategies.
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