Inside The Minds The first “how” is to conduct another round of market research to determine whether your target audience was affected by your communications and outreach efforts. Are consumers more aware of your company name and product? Has there been an increase in demand for your product or service? Is your Web site getting more traffic and inquiries? The marketing agency you used before launching the PR campaign can help you with the followup market research. Tracking results can include tangible figures, such as the number of placements, hits, and speaking engagements, and hard numbers, such as advertising equivalencies –.