PR Insights Await
Extreme Networks, a cloud networking leader with 50,000+ global customers, struggled to demonstrate PR’s business impact using attribution metrics. Their communications team knew they drove results but lacked data. By leveraging Onclusive’s measurement framework, Extreme’s Senior Director of External Communications tracked PR’s influence across the entire customer journey, transforming executives’ view of PR from a support function to a strategic business driver.
The Challenge: Earning Strategic Recognition in a Data-Driven Organization
Extreme Networks’ communications team faced the persistent struggle of proving PR’s business impact to C-suite executives who demanded the same level of attribution and ROI measurement that marketing teams routinely provided. Despite generating significant media coverage and managing successful campaigns, the PR function remained on the organizational sidelines without clear metrics connecting their efforts to revenue outcomes.
The team needed to demonstrate that PR could deliver measurable business results across the complete customer journey—from building awareness and connecting with target audiences to engaging prospects and converting them into customers. Without this comprehensive measurement framework, communications remained viewed as a cost center rather than a growth driver, limiting strategic influence and budget allocation.
The Solution: Comprehensive Customer Journey Measurement
Extreme Networks selected Onclusive for its unique ability to connect PR activity to tangible business outcomes across four critical stages: Attract (share of voice and message pull-through), Connect (sentiment and brand impact), Engage (social amplification and reader engagement), and Convert (website traffic and revenue attribution through PR Attribution™).
This integrated measurement framework aligned both PR and marketing teams against unified business goals, providing executives with comprehensive insights into how communications efforts across paid, earned, shared, and owned media channels impact the bottom line and drive measurable business results.
“Having used Onclusive in two companies before Extreme, I shared with our CMO how to more accurately quantify the value of PR and it immediately changed the conversation. During our first quarterly business review, the insights around the impact of PR on the marketing funnel instantly upleveled both me and the PR function. We can sit next to marketing and present a unified view of how we capture and follow leads, as well as what exactly is driving those leads. We are no longer cheerleaders on the sidelines — PR is now front and center.”
Senior Director, External Communications, Extreme Networks
Measurable Results That Transformed PR’s Strategic Role
Extreme Networks’ comprehensive measurement approach delivered insights that fundamentally changed how the organization values communications:
Strategic Benefits
- Power of Voice™ metrics revealing stronger competitive positioning than traditional share of voice indicated
- Automated sentiment analysis across 100+ languages providing real-time market perception insights
- Social media amplification data identifying which content resonates most with target audiences
- PR Attribution™ connecting specific articles to website traffic, lead generation, and revenue outcomes
- Unified reporting dashboard enabling PR and marketing alignment on business objectives
The most significant breakthrough came through PR Attribution™ data, which empowered Extreme’s communications team to demonstrate with certainty how specific articles drove website visitors, generated leads, and ultimately contributed to revenue. This capability to assign dollar amounts to PR contributions rather than relying on intuition became a game-changer for strategic decision-making.
“Being able to put tangible, real data in front of executives has changed the game for PR. If you aren’t having a conversation beyond potential reach or ‘number of hits’, you will probably never have a seat at the table as a strategic leader in your organization. Metrics that speak the language of the C-suite not only give PR a meaningful role in the customer lifecycle, but they also help you better understand the value of your work and the impact it has on organizational success and revenue.”
Senior Director, External Communications, Extreme Networks
Ready to elevate your PR function from support to strategic leadership?
Onclusive’s comprehensive measurement platform helps communications teams like yours:
- Demonstrate PR’s direct contribution to revenue and business growth
- Align communications metrics with marketing and business objectives
- Track performance across the complete customer journey with unified analytics
- Present data-driven insights that resonate with C-suite decision makers
Speak with our PR measurement experts today to learn how we can transform your communications function into a strategic growth driver.
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Access the complete Extreme Networks transformation story here.
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