Monitoring the Success of a Press Release

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About this lesson

Being able to monitor the success of a press release is very important because you need to know whether your marketing strategy is working, and you need to figure out how you can improve it.

Quick reference

Monitoring the Success of a Press Release

Being able to monitor the success of a press release is very important because you need to know whether your marketing strategy is working and you need to figure out how you can improve it.

When to use

Check the parameters below pre-release and post-release, so you can make meaningful comparisons and measure the impact of each press release. Looked at over a number of press releases, the parameters below will also tell you what works and what doesn’t, and which press releases are popular.

Instructions

To measure the performance of your press release you need to look at 5 aspects which you can remember using the acronym T.R.I.E.S.:

  • Traffic – ask yourself whether the traffic to your website has increased following the publication of your press release. Did the people who read it then followed the link to your website?
  • Reads – how many people have read your press release?
  • Impressions – how many times has your press release been displayed?
  • Engagement – how many people have responded to your press release with likes and comments?
  • Shares – how many people have shared your press release?

The point of monitoring your press releases is to find out what your customers enjoy and give them the type of news they want to hear about. Keep your audience and media at the forefront of your press releases and you will see increased engagement and revenue!

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  • 00:05 Whether you're working for somebody else or you've got your own company,
  • 00:09 being able to monitor the success of a press release is really important.
  • 00:14 Why is it so important for us to monitor the performance?
  • 00:18 First of all,
  • 00:19 you need to know whether your marketing strategy's actually working.
  • 00:23 And then secondly, you need to figure out how you can improve it.
  • 00:27 So there's a couple of ways in which you can track the performance of your press
  • 00:30 release and derive some statistics.
  • 00:34 You can use a formula that we call TRIES, T-R-I-E-S,
  • 00:39 in order to monitor the performance of your campaigns.
  • 00:42 The performance of your press release is measured by looking at five
  • 00:47 critical aspects, with the acronym TRIES.
  • 00:51 So T stands for traffic.
  • 00:53 So you'll ask yourself whether the traffic that the website has,
  • 00:56 has increased as result of the publication.
  • 00:59 And that will of course be verified by your Google Analytic account.
  • 01:04 So R stands for read.
  • 01:06 So you really want to know, how many people were reading your press release?
  • 01:11 I stands for impressions.
  • 01:14 So how many times has your press release been displayed to people?
  • 01:18 E stands for engagement.
  • 01:20 So how many people have responded to the release.
  • 01:24 S would stand for shares.
  • 01:26 Of course, I would also call shares a form of engagement.
  • 01:30 So how many people have shared your press release with others?
  • 01:33 So these monitoring suggestions are quite useful and it's ideal when you use.
  • 01:39 Sites such as PR Web and PR News Wire and RSS.
  • 01:44 Of course through digital marketing there are various other interfaces that
  • 01:48 we can use for monitoring.
  • 01:50 So what do we do with the data then?
  • 01:51 If we check these parameters before the release and after the release,
  • 01:56 then you can actually make meaningful comparisons and
  • 01:59 measure the impact of each press release.
  • 02:02 And then when analyzed over a period of time,
  • 02:05 the parameters will actually tell us what works and what doesn't work.
  • 02:10 And what is popular and what is not so popular.
  • 02:13 The point here is to find out what is it that our customers are enjoying.
  • 02:18 And our aim is gonna be to use that information as
  • 02:23 actionable data to keep tweaking our press releases.
  • 02:26 So that we can get the best results.
  • 02:28 A press release is all about the customers, it's never about us,
  • 02:33 the company.
  • 02:33 So keep the audience and the media at the forefront of your press releases.
  • 02:38 And you're gonna be able to then see increased engagement and
  • 02:41 subsequent revenue.

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