Brands are asking more questions of their agencies when it comes to how public relations drive sales, rather than amorphous ideas around “earned” media. That, in turn, is leading to more brands choosing to in-house their public relations efforts to get more control and visibility into how it’s working.

One example is Sprint, which places a high premium on public relations specifically because telecom is a saturated market that relies on people converting from using other brands. The company now has a 20-person in-house team and says it has found improved measurement.

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