Share this
by The Notified Team on Nov 7, 2024 12:57:21 PM
In our recent webinar, Gini Dietrich, Founder and CEO of Spin Sucks, and Adam Christensen, Chief Marketing Officer at Notified, shared practical insights on how to align public relations outcomes with broader business metrics.
The discussion revolved around the PESO Model© (paid, earned, shared and owned media) and how it connects PR measurement and the evolving role of press releases.
Keep reading to learn more!
How Can You Maximize Press Release Impact?
Press releases are still key to PR success, especially when combined with the PESO Model©.
Dietrich and Christensen highlighted the importance of using press release data like website traffic, engagement and Net Promoter Score (NPS) to showcase PR’s real impact.
To maximize their impact, consider these key tips:
- Targeted Reach - Use a newswire (such as GlobeNewswire by Notified) to ensure your release reaches the right audiences and specific industries or geographies.
- Data-Driven Updates - Track metrics like views and clicks to see what works and use those insights to improve future releases.
- Add Visuals - Include videos, images, or infographics to make your press release more engaging and easier to share.
- Multi-Channel Approach - Share your press release across channels for greater impact.
- Tell a Powerful Story - Focus on creating a compelling narrative that connects with your audience’s needs and interests.
Use Tools To Track and Measure PR Effectiveness
Tying PR efforts, including press releases, to business outcomes requires using the right tools.
For beginners, Dietrich suggested Google Analytics paired with newswire data to analyze the impact of press releases. AI can also simplify deeper analysis by automating insights.
Christensen added that metrics are more than just numbers - they tell stories, helping PR teams align with marketing and sales for better business strategies.
Here are some specific takeaways:
- Track with Google Analytics - Monitor website traffic, referral links and conversions from your press release.
- Use Newswire Analytics - Use a newswire analytics dashboard to gain insights into distribution and audience engagement.
- Adopt AI for Deeper Insights - Let AI tools analyze complex data sets, uncover trends and provide clear, actionable insights.
- Align Metrics Across Teams - Combine PR metrics with marketing and sales data to show correlation and impact on revenue.
Educate Stakeholders on PR's Value
Another key takeaway was how to educate colleagues and executives about the value of PR.
Dietrich encouraged communicators to take initiative by showing PR’s impact through case studies and competitor examples.
Here are some actionable recommendations from the webinar:
- Share Successful Case Studies - Show examples of successful PR campaigns that clearly link PR efforts to business results.
- Work with Other Departments - Collaborate with marketing, sales and finance to explain how PR metrics support business goals.
- Compare with Competitors - Highlight how competitors’ PR strategies have impacted their growth or reputation.
- Create Training Resources - Develop guides or workshops to help stakeholders understand the value of PR in reaching business goals.
The Future of PR Measurement
Both speakers discussed the challenge of creating a universal way to measure PR success. They agreed that more education and integration into business practices are needed.
Christensen stressed the importance of a top-down approach, where PR teams help other departments like marketing, sales and finance understand how PR metrics link to business goals like customer loyalty and revenue.
To standardize PR measurement, the industry needs:
- Greater Education - Include PR measurement in university programs to prepare future professionals.
- Simplified Tools - Make analytics tools easier to use to improve adoption.
- Collaborative Efforts - PR pros should share best practices and push for industry-wide standards.
Thanks for reading!
Miss the webinar? Watch the full discussion on demand and explore the PESO Model© with free resources!
Investor Day Best Practices: 5 Takeaways From Our Recent Webinar
Navigating the New Era of Misinformation: The Journalist POV
