How to Measure the ROI of Your Press Release
A widespread issue we come across is the vagueness around how a company should measure the return on investment (ROI) of their published press release.
There’s an evident need for guidance on how to navigate this world.
A Little History
Back in the “old” days, when the internet had minimal existence and hard copy publications were the norm, public relations agencies would find printed placements of a client’s press release and then provide an estimated number of people who read each publication.
This would give their client an idea of their press release ROI. And that was that.
Accurate? Absolutely not. But it’s the best they could do.
Today: A Different Story
Now, news distribution services (such as GlobeNewswire) and PR agencies can provide more details.
We can now tap into the benefits of online publications. We can provide precise numbers of visits to a website per day, per month and per year.
We have the tools to seek out and target the most effective online publications for clients.
We can select the highest quality websites from the plethora of financial, trade, general local, regional and national online publications.
We can provide better ROI for our clients.
However, none of this matters if our clients don’t understand how to properly assess their ROI.
Quality Over Quantity
A common mistake that companies make is to assess their ROI simply by looking at the number of publications where their release has posted.
You should never assess your return on investment based on the number of websites where your press release posted. If so, it really doesn’t matter if your release posted to a website that doesn’t reach your target audience.
If your release doesn’t reach your target audience, what have you really gained? Nothing. You might gain more brand recognition…but that isn’t worth anything if those people aren’t interested in what you’re offering.
So, how should you asses your press release ROI, you ask? Assess your ROI by looking for the high-quality websites that posted your press release.
What constitutes a high-quality website, you ask? We’ve defined this as a website with a:
- Consistent, engaging theme
- Well-developed content throughout the site
- Clear and intuitive layout
- Consistently high volume of traffic
- Reader engagement
- Industry engagement
- Social media engagement
- Strong team of editors, journalists and management
- Target audience relevant to YOU
At West Digital Media, GlobeNewswire focuses on providing clients with high-quality distribution—because our goal is to enable your success.
GlobeNewswire’s media relations and research teams invest a great deal of time and effort into finding websites that meet all the above-mentioned criteria.
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