Our first PR Peeps Poll for 2011 suggests that while generating clips is still the number one marker for press release success, general branding/visibility and traffic-driving capabilities of the press release come in not far behind.
Of 280 PR Peeps polled, 88 said the most important measure of press release success was generating earned media and clips. Branding and general awareness-raising came in second with 79 votes, while driving traffic to websites came in third with 73. Getting link clicks only garnered 20 votes, the same amount as “other.”
In comments attached to the survey, PR pros chimed in with their own ideas on what constitutes press release success. “Getting the phone to ring!” “developing direct business leads,” and “a smiling client when they see the ROI,” were among the remarks. We couldn’t agree more with this comment from one PR Peep: “…distributing a release is only one step in a five- or six-step process (including follow-up pitching, an engaging photo, etc.)”
The poll was conducted in January and February through Twitter, Facebook, email and Business Wire’s webinars. Details below:
What’s most important in measuring press release success?
73, or 26%–Driving traffic to our website
20, or 7%–Getting link clicks
88, or 32%–Generating earned media/clips
79, or 28%–General branding/awareness
20, or 7% — Other
To those who participated, thanks for taking the PR Peeps Poll. Now we need your help on our February survey: How Good Are Your Headline Habits?
Thanks for the help.
280 respondents via Twitter, email, Facebook and Business Wire webinar polls. Poll conducted January 3 – February 18, 2011.