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by The Notified Team on Nov 11, 2024 7:14:31 PM
Our recent webinar featured expert insights from Gini Dietrich, CEO and Founder of Spin Sucks, and Adam Christensen, Chief Marketing Officer at Notified.
They explored how press releases fit into the PESO Model© and how newswire analytics can help you measure success and maximize impact.
Here’s a breakdown of the key takeaways and how you can apply them to your public relations strategy!
The PESO Model© and Press Releases: A Strong Connection
According to Dietrich, a press release counts as “owned media” because an organization controls the message and the distribution strategy.
Christensen emphasized that press releases should be leveraged as a strategic tool within the PESO Model© (paid, earned, shared and owned) with a focus on integrating data and measuring impact.
Gini reinforced this principle, stressing how crucial it is for businesses to view their news releases as a core tool that connects with audiences across various channels. She reiterated that many companies use releases as a starting point for larger communication efforts, with the release serving as the home of your story, where all the key details are communicated.
How To Leverage Data-Driven Insights
Christensen stressed that news releases today offer more value than ever before, thanks to their measurement and reporting dashboards. You can track how well news performs across all channels covered by the PESO Model©.
By analyzing this data, you can see how your news is being shared, how it generates media coverage and how it drives traffic to online destinations.
"Analyze the data to see how the news release is performing, then use the earned media to strengthen your paid campaigns," he explained. "It's all about building connections."
Dietrich took this a step further, suggesting that you should combine newswire analytics with Google Analytics data. This provides holistic insights, like how news releases drive traffic to websites.
Maximizing Press Release Results: Easy Steps You Can Take
If you’re looking to get the most out of your releases, here are three easy ways to maximize impact:
- Don’t stop at the press release - Work together with your advertising or marketing teams to utilize any coverage you've received. For instance, you can place earned media side-by-side with display ads to compare conversion rates. Earned media often delivers better results.
- Leverage tracking codes - When distributing a press release, including links with tracking codes (UTMs from Google Analytics) is key. Tracking codes ensure unique readers are counted once, and combining newswire analytics with Google Analytics provides a clear view of your release’s impact and engagement.
- Collaborate across departments - Work closely with marketing, sales and digital teams to demonstrate how PR activities support wider business goals like acquiring customers or boosting sales. Contribution is just as important as attribution.
Ultimately, the PESO Model© offers a strategic framework for maximizing the reach of news releases across paid, earned, shared and owned media.
By leveraging analytics and collaborating with other departments, you can effectively measure success and show how your work contributes to overall business growth.
Don't miss out on the full discussion - watch the webinar on demand!
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