Want Your News Releases to Bring Optimal Results?

“The press release is not dead. It’s alive and kicking, and it definitely offers ROMI, Return on Marketing Investment.”

To research and formally clarify outcomes and effectiveness of news releases, Business Wire, the media distribution company, collaborated with Rutgers University and SEO-PR in several statistical research studies. Researchers tested the best time to send a release and explored the press release’s potential for increasing and maintaining awareness, generating site visits and leads, improving loyalty, and reaching target consumers and publics. You will find the specifics at “Press Release Measurement: Creating the Return on Marketing Investment (ROMI) at  http://go.businesswire.com/Return-On-Marketing-Investment

“Business Wire helps clients create and target news releases, build media databases, reach stakeholders, and effectively use a variety of multi-media resources including social media,” notes Raschanda Hall, Global Media Relations Manager.  While social media, of course, continues to evolve, flourish and engage your current and potential followers, news releases remain a critical dimension of the public relations process. And, as Raschanda notes, “social media requires people to be accepted as a “friend” or “follower”.

In fact, Raschanda says, the changing face of disclosure (complying with Securities and Exchange Commission requirements) for publicly held companies means that when issuing a “formal” news release, they can post it via social media limited disclosure, as well as submit it to appropriate journalists and media…as long as it’s made clear that it’s released on its site and through formal channels.

To achieve optimal results for your release, however, you must know how to create one that will accomplish your goals. Business Wire addresses this in another white paper report, “Press Release Measurement: Creating the Return on Marketing Investment (ROMI), which you will find at:  http://go.businesswire.com/Return-On-Marketing-Investment

“Start with the End in Mind” for your release.  “The press release should be considered ‘the first mover’ document breaking the news.” Thus, it must be compelling in every way, up front and throughout the release. Or, as the report explains, “Content + Context = Impact.”  That means Message and Format, Distribution and Availability, and Measurement by Benchmarks. The report also leads you to “Six Tips for Getting the Most Out of Your Press Release,” and “Considerations for Building a Better Online Newsroom.”

These white papers and other resources help you determine what has worked. Business Wire’s Executive Vice President of Media Services and Product Strategy, Laura Sturaitis, attempts to demystify this process, offering an approach that will unify all of your PR efforts “and maximize the return on investment – or ROMI – of your communications program.”

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4 Responses to “Want Your News Releases to Bring Optimal Results?”

  1. Sally as usual it was great to spend time with you discussing social media and disclosure. Things are constantly changing and I really enjoy the opportunity to help keep my peers up to date.

  2. admin says:

    Thanks so much, Raschanda, and we appreciate your feedback.

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