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Get With Google Analytics, a Great PR Tool
By: Doug Bedell
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Shift Communications does a good job of presenting the essentials of Google Analytics to encourage laggard PR folks, like us, to use the free tool to get a first-hand view of visiting/readership trends on their websites. "Obviously," Shift notes, "unique new visitors can come from many different sources, including organic search, paid advertising, and public relations. However, if your unique new visitors rate isn't growing, you know you've got to step up your PR game to get more awareness of your brand."

Google Analytics is the tool that can accomplish these wonders. It takes a bit of studying, but it's a Google gift for becoming acquainted with your web traffic, pretty close up. Analytics requires the installation of tracking code on your website's pages and isn't the simplest tool to learn to use. But it's well worth the effort for what it can deliver in insights into your site traffic. There's a bunch of books on using Analytics available on Amazon.  

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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