Press Release Measurement: When You Don’t Know Your Goal, Any Tool Will Do

February 23, 2011
by Sandy Malloy, Senior Information Specialist, Business Wire

A common question I get as one of the Info Divas at Business Wire is “How’s my press release doing compared to others in my industry?” 

I understand the desire for benchmarks, but politely suggest that’s the wrong question.  Better would be: “How well did this press release help me satisfy my goals in sending it out?” 

You can’t measure without goal-setting–just as you can’t say whether your fitness program is successful if you don’t know whether your goal is to drop 20 pounds, bench press 250 or simply show up at the gym three times a week.

While our recent  PR Peeps poll  reflects what pr professionals say constitutes press release success, too may of them fail to set goals before asking the “how are we doing” question. A recent post by Todd Defren of PR Squared and many who commented on it, echoed this sentiment.  

Starting with a goal in mind–whether it’s increasing brand awareness, generating traffic, scoring link clicks, or any other specific, measurable objective–provides context for the numbers you do gather.  And articulating your press release objective allows for a more complete picture by supplementing press release metrics with other meaningful statistics (e.g., number of Likes on Facebook, sales leads generated, etc.)

Here are a few guidelines on setting measurable press release objectives:

1.  Tie your goals to those of the organization, and identify what piece of the puzzle you represent.  You might not be able to correlate a press release with increased sales, but you can set a goal of increasing sales leads and then measure traffic to a landing page on your website.

2.  When you talk about the ROI of a press release you are measuring means, not ends. A press release, the means, is a strategy.  Your objective is the end — what do you want people to do as the result of the release appearing?

3.  In addition to your desired outcome, include your target audience.  This phase of measurement will involve steps to take after the release goes out.  If you want to measure brand awareness among the under-20-somethings who buy your video games, for instance, you might have to just track social media mentions; whereas setting up focus groups could be more appropriate if your target audience comprises pharmaceutical executives.

4.  Set a time frame for achieving the objective.

The Institute for Public Relations is a good resource for more information on public relations measurement.


Columbus, OH Social Media Pros on Social Media ROI

October 4, 2010

by Phil Dennison, Senior Marketing Specialist, Business Wire

Video by Melissa Chambers, Client Services Representative, Business Wire/Cleveland

Business Wire/Cleveland held a special breakfast event on Sept. 15, 2010, in Columbus, OH: “Social Media ROI: Being Seen is Not Enough,”  in which a panel of four pros involved in different aspects of social media discussed ways to measure the return on investment for a social media program, the best ways to use an SM program to maximize return, and strategies for making sure you’re properly targeting your social media outreach to your audiences.

The panel consisted of:

A video of the entire event is available below. You can view it here, or visit the Vimeo page to download and watch at your convenience:

Be sure to look for upcoming Business Wire events both in your area and online, and follow the #bwevents hashtag on Twitter for live updates from our events and webinars.


Upcoming Business Wire Events – May 6 Edition

May 6, 2010

Upcoming Business Wire Events

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

How to Add Video into Marketing, PR and Social Media Programs to Increase Lead Conversion

Hosted by Business Wire Silicon Valley

Business Wire Silicon Valley partners with MEDIAmobz & Visible Gains to host this breakfast and panel discussion on using video to engage and convert leads.  Panelists Linda Crowe, Marketing Consultant, Former Group Manager, Media & Production, Sun Microsystems; Dos Dosanjh, WW Customer Solutions Manager, Marketing, Cisco Digital Media Creative Services, Cisco; Jay Durgan, Head of Business Development, MEDIAmobz; Cliff Pollan, Co-Founder & CEO, VisibleGains; and Mark Rotblat, VP, Business Development, Tube Mogul discuss how to integrate video across marketing channels to increase awareness, lead generation and conversion. The panel will give tips and tricks for engaging video for lead general, as well as share mistakes to avoid. This event is free for all attendees.

Visit the BW Events Page to see a video preview of this event.

Tuesday, May 11 at 8:30 am PST
TechMart Networking Meeting Center
5201 Great America Parkway, Santa Clara, CA 95054
To register: RSVP to Sandy Donnelly at 415-986-4422 x561 or email sandy.donnelly@businesswire.com by May 7

Social Media ROI: Being Seen is Not Enough

Hosted by Business Wire Cleveland [Cincinnati Event]

Your organization has started blogging, tweeting and updating Facebook, but is it working? Like many communicators, you may be unsure how to quantify the success of your social media efforts. Join Business Wire Cleveland and a panel of experts for a discussion on social media ROI measurement. Michael DeAloia of Tech Czar will moderate the panel, which also include Krisa Neher, CEO of Boot Camp Digital, Daniel Lally, VP, Pinger PR at Powers Agency and James Pilcher, Business Projects Reporter at The Cincinnati Enquirer. The panel will give advice on setting goals for your social media campaign and arm you with the tools you need to generate both quantitative and qualitative results. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. ET
The Phoenix – Cincinnati Room
812 Race Street, Cincinnati, OH 45202
To register: RSVP to Melissa Chambers at 800.769.0220 or email melissa.chambers@businesswire.com by May 5

Media Relations Boot Camp

Hosted by Business Wire Philadelphia

Join Business Wire Philadelphia and a panel of media relations experts for a discussion on getting your news heard over the background noise. Learn about the numerous platforms in today’s communications landscape to reach the media, industry associates, investors & the public. Michael Smith, PhD, Associate Professor of Communication at La Salle University will moderate the panel, which includes Bernard Dagenais, Editor, Philadelphia Business Journal; Mike Armstrong, Business Columnist, PhillyInc Blog Editor, Co-Host of Philadelphia Business Today, Philadelphia Inquirer; Michael Wood, Sr. Manager, Communications, PECO; and Alex Hillman, social technology and community developer, co-founder of IndyHall. The panel will discuss tactics for determining which platforms are best for which audiences, pitching those audiences, the differences between social, mobile and traditional media platforms, and how to use each correctly. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. EDT
University City Science Center
Conference Room Fuller A&B, 3711 Market Street, Ste 800, Philadelphia, PA 19104
To register: RSVP to Kate Carr at 610.617.9560 or email kate.carr@businesswire.com

Best Practices for Working with Journalists in an Ever-Changing Media Landscape

Hosted by Business Wire Minneapolis

Join Business Wire Minneapolis & NIRI Twin Cities for this breakfast and a panel discussion with area journalists. Panelists Brad Allen of MinnPost, Dirk DeYoung of The Minneapolis/St. Paul Business Journal; Annie Baxter of MPR, Jason DeRusha of WCCO-TV and Ann Harrington of The Pioneer Press discuss best practices for media relations professionals in today’s changing media landscape. This event is free for Business Wire and NIRI members and $25 for non-members.

Thursday, May 27 at 8:00 a.m. CT
Graves 601 Hotel
601 1st Ave North, Minneapolis, MN 55403
To register: RSVP to Jane Cracraft at 612.376.7979 or email jane.cracraft@businesswire.com by May 14

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Follow

Get every new post delivered to your Inbox.

Join 39,549 other followers

%d bloggers like this: