by Cameo CommsSales and PR: 5 Ways Performance PR Can Drive Real Leads for Your Business
Can Sales and PR survive together in one sentence? Absolutely. Performance PR has been a global trend for several years, and in 2025, it’s finally making a strong impact in the UAE. Unlike traditional PR, which focuses mainly on visibility and brand awareness, performance PR is results-driven, designed to generate measurable leads and sales.
At Cameo, we’ve been operating on a performance-based model for years, helping clients turn PR into real business growth. While agencies differ in how they structure performance PR – some offer fixed fees with no results, others charge only for coverage – we use a hybrid approach: a fixed fee coupled with a commission on actual sales.
Here are five ways performance PR can drive measurable results for your business.
1. How Sales and PR Work Together with Programmatic Advertising
One of our most effective performance PR strategies is combining PR campaigns with programmatic advertising. While PR builds trust and credibility for your brand, programmatic ads capture audience interest and drive conversions.
Example: For an app product, we featured the CEO in podcasts and interviews to showcase the brand’s expertise. Then, people who engaged with the content online were retargeted with programmatic ads promoting a limited-time offer or download incentive. Studies show this dual approach drives significantly higher engagement and sales than PR alone.
2. Building Communities: A Sales and PR Approach
Brands today are creating communities that mirror their values, which can later be monetized. Communities build trust, create loyalty, and open up new revenue streams.
Example: For our F&B client Quince Dubai, we launched The Mental Gym, a monthly event that combines personal coaching with a dining experience. Guests choose a focus area – health, relationships, or finance – and sit with a coach who guides a session. Ticketed sales not only generated revenue but introduced a whole new segment of customers to Quince.
3. Leverage Partnerships and Affiliate Marketing
Another effective performance PR tactic is partnering with influencers, publications, or businesses. You reward partners for sales they generate, creating a measurable ROI from your PR efforts.
Example: For a delivery app called MyEatPal, which specializes in allergen-friendly meals, we partnered with nutritionists on Instagram. Any client referred through these influencers earned the partner a commission, generating a new revenue stream and expanding app adoption.
4. Maximizing Press Mentions for Sales and PR Impact
Press mentions are still a powerful tool when done strategically. High-visibility coverage, especially on social media or widely consumed news sites, can directly drive sales when paired with the right offer.
Example: For the restaurant Tacosita, we distributed a press release highlighting their launch week offer. The next day, the restaurant was fully booked. Performance PR is not just about getting mentions, it’s about how you activate the coverage to drive action.
5. Introduce Community Coupons
Cost-effective and highly measurable, community coupons are a smart way to combine PR and sales. They create engagement and encourage trial of your product or service.
Example: For a newly launched car wash service, we offered free first washes via door-to-door coupons. Once customers visited, they were introduced to premium services, generating upsells and creating long-term client relationships.
Why Performance PR Works
Performance PR is more than a service, it’s a mindset. It’s about designing PR campaigns that are not just visible but measurable, driving real leads and revenue. At Cameo, we combine strategy, creativity, and accountability to deliver results you can track.
Ready to turn PR into measurable growth? Book a call with us today and see how performance PR can drive real leads for your business.