|Measuring Every Aspect of PR’s Impact—Even Press Releases
You put a lot of work into crafting your press release. You hope it will become the source material for profiles and reviews of your brand. But the question about the effectiveness of a press release and who may be reading it (is anyone?) can be frustrating.
The wire service many of us have been using for years distributes your releases, and then? Was the effort a waste? Has anyone contacted you directly for additional information, quotes, an interview? Otherwise, your service might provide a simplified report with guesstimates around pageviews. But what you really want to know is which of outlets did your message resonate with and engage readers, rather than just quickly being eyeballed. Until now, it was hard to know if your “fire hose” approach was yielding any meaningful coverage, that you could take credit for.
In the age of Facebook, Twitter, Snapchat, and Instagram, we have become used to instant feedback. Social engagement leaves a data trail, including follower counts, likes, shares, retweets, re-grams, and comments, all available, as they happen. As we know, stats lend credibility to your efforts, help you spot trends, and enable you to refine your message and your approach. This type of data analytics wasn’t readily available for press releases, until now.
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This article was first published by Meltwater.com. A link to the original article follows the post.
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