Did it work? Tips on measuring the success of your online press release.
October 30, 2009
As we all know the Internet has changed the face of the press release. But what’s more, the web has changed the way we measure the effectiveness of it.
Back in the day, PR pros would use “clip books,” which contained clippings from publications that picked up the story, to prove success. But how many people read it and acted on it? Those numbers were simply not available. As Greg says, you can’t take the “clip book” to the bank.
The web gives us the tools to prove the true worth of a release.
• PRWeb reports – If you use PRWeb to distribute your release, you will have access to a host of reports including Headline Impressions and Full Reads. You’ll be able to see how many people actually read your release, clicked on a link or printed it out. (PRWeb will be introducing some new reports in the new future including reports of sites where your release appeared and actions taken from the release such as downloading a pdf or forwarding the release.)
• Connect the dots – If you have more than one property or brand, Greg recommends using your analytics to compare the number of queries (searches) of the promoted site or product against the unpromoted property.
• Were there conversions? – Embed a unique tracking link in your release and point it to a unique action-oriented landing page asking the visitor to fill out a form, download a pdf or buy a product.
• How do you measure the value of a “tweet?” –A Twitter search for your keywords will show you if your release is a topic of conversation as well as offer clues as to who may have blogged or will be blogging about your story. Greg says “Tweets are early morning radar to blogs that may show up later in the day.”
Greg points out that there is still value in the traditional press release, but with fewer and fewer journalists out there, it is harder to get coverage through these channels. “When you get it, it is precious and rare.”