You put a lot of time into your release, perfecting the right message and selecting the right distribution to reach your audience. But you’re not done - you still need to measure your results. How do busy communicators know which data points are most important to review when their time is limited? We looked at the most used areas of our analytics report, NewsTrak, and break down the top five data points our clients are focusing on the most.
1. Which media audiences received the release? Whether in-house or working with an agency, clients want to know what audiences are reading their news releases. NewsTrak gathers all trackable media subscribers and outlets that are looking at your news, what websites they’re coming from and geographically where they are located.
2. What were the earned media coverage and social reactions? Communicators should know what’s being said about their organizations, both in earned media coverage and on social channels, as soon as they are said. This section of the report breaks down both the quantitative and qualitative data of the conversations around your release to help you set up the next steps in your communications plan.
3. What multimedia assets drove the most impact? As a PR pro, you know the benefits of adding visual components to your news, but how do you measure their impact? We can help you see how many times readers engaged with your multimedia and understand what kind of media resonates better with your audience.
4. Which links drove the most traffic to landing pages? One of our top tips for writing a strong news release is to include hyperlinks. Including an easily clickable link in your news release is a great way to drive traffic back to your important landing pages and provides a key indicator of engagement from within your news release. TIP! Add UTM coding to your links to track your audience from the news release and beyond.
5. How does one release compare to others? It is important to review your release results over time and find patterns for the more successful releases. Was it the day or time that was helpful, or were there variances of your headline that worked better than others? Did you use a different distribution that was a better fit for your audience? Did you add multimedia? Looking at your data over time and asking these questions can help you to test, measure and implement new strategies to see different results.
Reviewing data doesn’t have to be daunting. Focus on the five areas listed above and you’ll quickly know exactly how your release performed and be able to show the results of your hard work.
Interested in learning how to increase engagement and get more out of your news release? Check out these useful resources:
- [Guide] 14 Tips to Make Your News Release Do More
- [Blog] How to Increase the Inbound Traffic From Your News Release with UTM Codes
- [Whitepaper] Let’s Get Visual: How to Increase Impact with Visuals
- [Blog] Need to Increase Earned Media? Change When You Send Your News Release
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