I'm working with a SaaS company whose highest conversion rate and signup numbers are through PR (by far). It really surprised me based on my previous experience

I'm working with a SaaS company whose highest conversion rate and signup numbers are through PR (by far). It really surprised me based on my previous experience. I think that "which you should probably consider investing more in if its working for you." is key here, though. I've done marketing for businesses where PR was one of the weakest channels.