|#PR: Improving Your PR ROI Isn’t That Hard
By: Gerard E. Mayers
Just as many of you do, I subscribe to PR News’ email newsletter “The Skinny on PR.” At the end of last week, Vilan Trub (who is a marketing copywriter for Business Wire) contributed a very helpful and informative blog piece on how we flacks can improve our press release ROI.
Trub commented, “As a PR professional putting out a news release, it is natural to expect a solid return on your outreach investment. In previous decades, the ROI of a news release would be limited to media coverage. Nowadays the expected return is much more thanks to new metrics tools that allow you to track the true impact of your news after it’s been released.”
Today’s multimedia and social media age, as Trub sagely notes, means the game has changed. He says, “Putting together a news release requires many elements, from the simple to the sophisticated. Just like a house requires nails, it also requires a plumbing system and electricity. These 8 rules start with the simple, easy-to-master techniques that can bring about instant change to the quality of your communication. They continue to more tactical measures that when mastered, over time, can transform not only the announcements you put out, but the expectations your market will have for your news.”
Well, what are the eight rules he mentioned above? (I’m quoting the eight rules from Trub but not his comments on each. To see his comments, click here for the story.) Trub’s eight rules are:
- Avoid unnecessary jargon.
- Include multimedia to improve the likelihood of triggering a positive response by journalists, analysts and consumers.
- Write a press release that anticipates questions reporters, analysts and other readers will ask.
- Instead of keywords, include search phrases your audiences use to find your products, services or organization online.
- Don’t just get the reader’s attention, do something with it.
- Use Google Analytics' URL Builder to track the traffic your press release drives to your website. (By the way, this lines up perfectly with my earlier blog about using Google Analytics to help you measure your traffic.)
- Use measurement data to improve future press releases and positioning.
- Build a better relationship with key reporters and bloggers by socially sharing their coverage to increase the traffic to your news.
Gerard E. "Gerry" Mayers writes about PR and other relevant topics for PR professionals. A former PR manager for Sensor Products, Inc. (currently based in Madison, NJ), he lives in Milford, NJ.
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