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Extracting Real Value from News Releases



Extracting Real Value from News Releases

By Shonali Burke, President & CEO; Shonali Burke Consulting, Inc.

So, your news release is out, and you have great metrics on pickup, engagement, and so on. Now what? How will you extract the true value of your news release program and the measurement thereof? Because that, after all, is the whole point of measurement—to use it to improve your plans and campaigns to reach your end-objectives.

Here are seven ways to look beyond impressions, and put the data gleaned from your news release metrics to work.

  1. If you’re tracking which influencers have shared your news, take a moment to thank them, so that they know you’re paying attention. Everyone loves an ego boost.
  2. Are these influencers on your list for future direct outreach? If not, add them. A simple way to do this is to add them to a Twitter list for quick and easy monitoring (and engagement).
  3. Which content in your release was engaged with the most? Use this data to generate new items not just for your news release calendar, but your overall content marketing plan, both short- and long-form, using a variety of mediums.
  4. Regardless of an “official” hashtag you may have used, have you seen another hashtag being used in conjunction with your news release as it was shared? If it makes sense to do so, adopt it—there’s nothing like using community-generated tools to motivate a community!
  5. If you’re tracking social shares, which platforms was your release shared on, and how? Looking further at this data will tell you how to adjust your overall engagement strategy and tactics.
  6. Identify the sharing patterns of your influencers vis-à-vis social platforms. While this might take a bit of elbow grease, it will give you great insight as to how to develop future pitches and content for them.
  7. Prepare a snapshot report for your executives (hint: a one-to-two page report with succinct phrases and easy-to-understand charts works; rambling copy doesn’t) that shows how these metrics give you data and insights to further your strategic communications in a way that supports your organization’s objectives. That, after all, is what they care about.


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