The question desk
Unlocking the true potential of press releases can be a game-changer for any business. Hear from top industry leaders, including a Managing Consultant and a Marketing Manager, as they share their approaches to measuring ROI. The first insight highlights the importance of tracking engagement and lead generation, while the final insight focuses on the significance of monitoring conversions from unique URLs. With a total of six expert insights, this article promises to equip you with valuable strategies to maximize your press release efforts.
Niclas SchlopsnaManaging Consultant and CEO · spectupWhen it comes to measuring the ROI of press release efforts at Spectup, we've always leaned toward mixing quantitative data with a bit of common sense. Rather than sticking to just one metric, we look at a few, but one that consistently stands out to us is engagement metrics combined with lead generation. Specifically, tracking the volume of media mentions and their reach alongside the uptick in website traffic and the resulting leads gives us a solid snapshot of success. I remember an instance when we released news about an innovative funding round for one of our clients. We were laser-focused not just on the number of outlets picking up the story, but on how audiences engaged with it—comments, shares, and the kind of discussions it sparked.
Our CRM system, revamped back in the N26 days with some serious upgrades, comes in handy here, allowing us to draw clear lines from press releases to eventual client inquiries and conversions. It's a bit like setting up a domino chain and watching them fall—very satisfying when you see the direct link between effort and engagement. One of my team members once quipped it's like running the world's most convoluted relay race, where the baton is brand awareness leading to actual business inquiries. In the end, by weaving together these insights, we ensure that our efforts in press releases aren't just vanishing into thin air but are actually fueling measurable growth and interest in what Spectup and our clients have to offer.
Blake SmithMarketing Manager · ClockOn AustraliaTo measure the return-on-investment (ROI) from our press releases, we look at how much similar links would cost if we had to buy them. This gives us a simple way, not affected by the money the press release might bring in, to see the real value of the links we get from the press release.
For example, if a press release gets backlinks from respected websites, I can figure out how much those backlinks are worth. I do this by using the rates companies in our industry usually pay for similar placements, like ads or sponsored content. If I see a PR campaign as a way to improve SEO, the backlinks it gets are the main thing I look at. Since I mostly work on B2B campaigns, I'm pretty used to putting a monetary value on PR.
Shehar YarCEO · Software HouseMeasuring ROI from press releases is about more than just media mentions—it's about tracking tangible business outcomes. At Software House, we focus on lead generation and website traffic spikes following a press release. One specific method we use is tracking referral traffic through UTM codes embedded in the press release links. This allows us to directly attribute visitor engagement and conversions to the release. Beyond numbers, we also gauge brand sentiment by monitoring social media mentions and audience feedback, giving a complete picture of our press efforts.
Matias RodsevichFounder & CEO · PRLabOne key way I measure the ROI of a press release is by analyzing the backlinks it generates. I track not just the number but also the quality of backlinks, focusing on those from reputable websites.
High-quality backlinks not only improve your site's SEO but also indicate that your content resonated with influential outlets. By using tools like Google Search Console or Ahrefs, I can assess the impact and adjust future strategies to strengthen both visibility and credibility.
Sophie MarascoFounder · Thanks A Bunch FloristAs a florist with over 10 years of experience, I've found press releases to be a valuable tool for getting the word out about special events, product launches, or seasonal promotions. To measure the ROI of my press releases, I focus on tracking customer engagement and sales metrics directly linked to the campaign. For instance, if I send out a press release about a limited-edition floral arrangement for Valentine's Day, I include a unique discount code. The usage of that code helps me measure how many customers were influenced by the release.
Another key metric I rely on is website traffic. I monitor how many people visit my website through links provided in the press release. Using tools like Google Analytics, I can see if there's a significant spike in visits, especially to pages related to the event or promotion. This gives me insight into how effectively the release captured interest and drove people to take action.
Beyond the numbers, I also consider media coverage and brand visibility as indirect ROI. If my press release gets picked up by a major publication or local media outlet, the exposure often leads to long-term benefits, like more people recognizing my brand or recommending my shop. It's not just about immediate sales—it's about building a reputation that pays off in the future.
Alison LancasterCEO · PressatI measure ROI on press releases by tracking website traffic and leads generated through unique URLs or campaign-specific landing pages included in the release. I also monitor media coverage, social shares, and engagement to gauge reach and brand awareness. One key metric I use is tracking conversions—how many inquiries, sign-ups, or sales stemmed directly from the release. Combining analytics tools and feedback from my sales team gives me a clear picture of what worked and helps refine future strategies. For me, it's about balancing visibility with tangible results.
