Getting media coverage and reaching your target audience are key goals of any press release campaign. But how do you know if your campaign was truly successful? This guide will walk through the key metrics and methods for evaluating the performance and ROI of your press release efforts.
Whether you’re hoping to generate brand awareness, increase sales, or achieve other business objectives, having the right analytics will help you determine what’s working and optimize future public relations activities. With the right insights, you can amplify your press release success and demonstrate the value of your PR investment.
Set Clear Objectives for Your Press Release Campaign
The first step to measuring the success of your press release campaign is to clearly define your goals and objectives. Having a specific purpose will focus your efforts and allow for accurate tracking. When setting objectives, make sure they are S.M.A.R.T. – specific, measurable, achievable, relevant, and time-bound.
Common press release goals include:
- Increasing brand awareness and visibility – This could involve metrics like press mentions, social media engagement, website traffic, search rankings, and reach within your target audience.
- Driving conversions and sales – For eCommerce brands and lead generation, track traffic to your site, sign-ups, downloads, sales, and ROI.
- Improving thought leadership and authority – Measure increases in speaking opportunities, citations as an expert source, social media followers and shares.
- Generating media coverage – Look at pick-up by media outlets and publications, securing interviews and features, and new inbound requests.
- Engaging your audience – Monitor website traffic, social engagement, sign-ups for email lists, and event attendance.
- Promoting a product, service, or initiative – Review related web traffic and sales, media mentions, social buzz and interest.
Having clearly defined objectives will allow you to track the relevant metrics and KPIs for your specific goals. This ensures you can accurately evaluate the impact and success of your press release.
The Importance of Media Monitoring
One of the most critical aspects of tracking press release success is media monitoring – keeping a close eye on media pickups and coverage across all relevant channels. Consistent monitoring provides key data to assess your campaign’s impact.
What to Monitor:
- Media Pickups – Track the volume of news articles, features, interviews, etc. that directly result from your press release. Use Google Alerts, Meltwater, Cision, and other media monitoring tools to track online and print pickups.
- Quality of Placements – Make a target list of top-tier, high authority publications and journalists you wish to reach. Track pickups and coverage by these outlets as a quality indicator, rather than pure volume.
- Spread and Reach – Analyze the types of media outlets picking up your story – business press, trade press, local/national focus, etc. This shows if you’re reaching your target niches and audiences.
- Sentiment and Messaging – Review if media coverage conveys your desired framing, messaging, quotes, and storyline. Also check that sentiment remains positive.
- Social Sharing – Monitor pickups and engagement on social media channels, looking at metrics like shares, likes, comments, clicks, retweets, etc.
- Search Visibility – Check if press coverage is indexing on search engines and helping increase rankings for relevant keywords.
Continually monitoring a wide range of metrics will provide a clear picture of your press release impact across earned media channels and audiences. This enables you to spot opportunities, address issues, and optimize future PR and outreach.
Website Traffic Metrics for Press Release Campaigns
One of the clearest indicators of a successful press release campaign is increased traffic to your website. Monitoring key website analytics can reveal the direct impact of earned media coverage. Metrics to track include:
- Overall Traffic – Compare daily, weekly, and monthly visitors during your campaign versus previous periods. Significant increases in traffic demonstrate your press release’s reach.
- Traffic Sources – Breakdown of where visitors are coming from (direct, search, referral, social, etc). Higher referral traffic indicates strong media pickups.
- Landing Pages – See which pages on your site visitors land first. These are likely tied to press coverage. Monitor traffic to your press release page as well.
- Bounce Rate – Lower bounce rates suggest visitors are engaged and interested in your content related to the press release topic.
- Referral Traffic – Track which external sites drive the most referrals to you, highlighting media outlets sharing your story.
- Backlinks – Monitor new quality backlinks gained, specifically editorial links within articles about your news.
- Social Traffic – Analyze inbound visits from social media channels, observing spikes related to shares of your press coverage.
- Geography – Examine where your traffic comes from geographically. Media pickups in target regions should drive more local visitors.
Regularly analyzing your website analytics provides tangible data on the amount of traffic your press release drives. Traffic tied directly to media pickups validates your campaign’s impact.
Assessing Social Media Engagement for Press Release Campaigns
Social Mentions and Sentiment
Social media platforms offer an excellent opportunity to measure and amplify the reach of your press release. Track social media engagement metrics such as likes, shares, comments, and retweets across different platforms. Additionally, analyze the sentiment of the responses to understand how your press release is being received by the audience.
Social Followers and Influencers
An increase in the number of social media followers, especially among key members of your target audience, is a good indication of the success of your press release campaign. Monitor any changes in your social followers and identify any influencers who may have engaged with or shared your press release.
Tracking Follow-Up Interest and Engagement
The impact of a strong press release should extend beyond initial media pickups by generating ongoing interest and engagement. An effective campaign is one that sets off a ripple effect of coverage and conversations.
Important markers of success to track include:
- Media inquiries and interview requests – Monitor follow-up emails, calls, and outreach from journalists asking for more information, quotes, or interviews related to your announcement.
- Requests for contributed articles – News outlets may ask you to write guest articles or provide bylined content to build on the press release. These represent opportunities to share your expertise.
- Social media engagement – Look for sustained social buzz, conversations, and amplification of your key messages after the initial announcement.
- Speaking opportunities – Track conference, event, or podcast invitations to present on your news.
- Link referrals and backlinks – Ongoing updates, mentions, and links to your content show extended value.
- Search rankings – Improved search visibility and rankings for related keywords indicate a long-term SEO impact.
- Web traffic – Extended interest should drive traffic to your site from various sources long after initial publication.
Monitoring this ongoing engagement provides a comprehensive picture of your announcement’s influence over time. The most successful press release campaigns continue to generate value well beyond the launch.
Analyzing Key Performance Indicators (KPIs) for Press Release Campaigns
To accurately evaluate the success of your press release campaign, it is critical to establish relevant key performance indicators (KPIs) tied to your specific objectives. For example, if your goal is to drive website traffic, your KPI could be achieving a 20% increase in site visitors from pre-campaign levels.
For goals around media exposure, possible KPIs are gaining coverage in 10 top-tier publications or securing 3 interviews from key journalists. When aiming for social media engagement, set KPIs like reaching 1 million Twitter impressions or 10,000 shares across platforms.
Regardless of your objectives, define quantitative KPIs that you can actively monitor and track at regular intervals. Comparing your actual metrics to your target KPIs provides tangible data on the performance and ROI of your campaign.
If KPIs are missed, you can adjust your PR strategy as needed. Setting the right success metrics will help maximize the impact of your press release efforts.
Leveraging Search Engines for Media Monitoring
Search engines provide a simple yet powerful way to monitor media pickups of your press release. By directly searching for your press release headline or unique phrases in quotation marks, you can quickly identify websites that have republished or referenced your announcement.
Here are some tips for monitoring search engine results:
- Check leading engines like Google, Bing, and Yahoo. Each may index different pages.
- Search daily to catch pickups as they happen. Set email alerts for new results.
- Scan beyond the first page of results for the full picture.
- Compile a list of all online publications that mention your release.
- Prioritize pickups by high-authority websites and publications.
- Monitor changes in search rankings for your brand name, products, or services.
- Watch for increases in keyword search volume related to your news.
- Use Google Analytics to check search engine referral traffic.
Frequently searching for your press release headlines provides concrete data on which websites drive the most traffic to your site. These search engine insights can uncover additional online media mentions you may have otherwise missed.
Email Subscribers and Press Release Campaigns
Monitor any changes in your email subscribers before and after your press release. Email marketing remains an effective method of staying in contact for businesses and organizations, and a successful press release campaign can positively impact your email subscriber list.
Inbound Phone Calls and Press Release Success
A successful press release should generate an increase in inbound sales calls. Start with the date and time of your press release, then check phone logs to see if you had an increase in inbound calls related to your press release topic.
Comparing Press Release Campaigns and Competitors
To gauge the effectiveness of your current press release, compare its performance against previous campaigns and your competitors. Analyze metrics such as media coverage, website traffic, social media engagement, and KPIs to identify patterns, trends, and improvements. This comparative analysis will help you understand the progress made and highlight areas for further enhancement.
Conclusion
Tracking the success of a press release campaign is an essential aspect of any communication strategy. By setting clear objectives, monitoring media coverage, analyzing website traffic and social media engagement, measuring key performance indicators, evaluating search engine visibility, and comparing against previous campaigns, you can gather valuable data to assess the impact of your press release accurately. This data-driven approach empowers you to make informed decisions, refine your strategies, and improve future press releases to achieve even greater success.
