Measuring The Success Of Your Press Release

This is how many times your business news today press release is shared on social media or emailed. Other social media engagement metrics include how many likes, comments, or extra followers a press release generated. You will want to monitor total engagement, shares, mentions of brands, and other commonly used social media metrics.

Increasing social media followers is a goal of many businesses, and spreading a press release can help with general brand awareness. Around the time of, and soon after, you send out your press release, look for a rise in the number of your social followers, particularly among the core members of your target audience. Looking at the potential audience (impressions) will reveal how many people might have seen your news release and received your message.

It measures the total number of people who have seen your news release thus far. To measure how successful your press release is, you will be checking the number of pick-ups, meaning the number of outlets that re-publish your press release. Referral traffic back to your site that came from your news release is also a recognized success metric, particularly if your campaign includes goals like boosting leads or sales.

One of the most common ways of measuring traffic involves analyzing how many people visited another site, clicked your press release link, and were directed to your site. There are many ways to measure audience engagement, including how many have downloaded your ebook copies, shared your content, or clicked your links.

Whether you are a PR business team at home or a part of an agency, Meltwater Impact means that you have access to full PR metrics reports, which allow you to assess key metrics and see how far a brand or clients press release has traveled. At Meltwater, we designed Meltwater Impact to help companies incorporate press releases into their results reports, giving them the ability to move from statistics to insights, measuring and using data across social media. Here's a brief look at how Meltwater Impact allows you to measure your PR successes across social media, including Facebook, LinkedIn, Google+, and Twitter.

Before diving in and measuring every tweet, photo, and Facebook comment posted about your brand, think first about what you are trying to accomplish through social media. To get started, create a media list of journalists and outlets that are a good fit, draft an outreach email, use a press release distribution service to get it out to thousands of outlets, promote your release on social media for additional exposure, and track how it performs so that you can gauge success.

Many newswires include an option for you to publish your press release to your brand's social media accounts at the same time as syndication to media outlets, or to your newswire services website once it is been distributed. PR and social media teams can increase news wire release reach by sharing it on social media, sharing it to bloggers and other influential people who are interested in the company niche, and posting it to company blogs and websites, potentially earning it higher rankings in Google News. Press releases are an affordable, time-efficient way of getting your news into the media, and are a necessity for any PR campaign for a life sciences company.   

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