Over the past 15 years, public relations and online video expert Greg Jarboe has refined an innovative approach to PR using targeted identification of influencers, specific engagement strategies to attract their interest, and practical ways to measure the return on marketing investment (ROMI) for these initiatives. The results speak for themselves: $2.5 million in tickets sales for Southwest Airlines; 450,000 unique visitors in 24 hours for The Christian Science Monitor; 129,155 online entries into a cover photo contest for Parents magazine; and $29,970 in incremental revenue at a cost of only $2,323 for Rutgers Business School Executive Education. In this session, Greg will share the counter-intuitive best practices and strategies for getting a positive ROMI from your brand’s PR. Attendees (and their agencies) will learn how to identify the right influencers who impact brand awareness and brand interest, find the right engagement tactics to optimize schmoozing with each influencer, and measure the performance of your programs using metrics that really matter.