Press releases have long been considered an authentic source of business news and updates. They allow a clear flow of data between media and executives, forwarding important announcements to the audience. However, measuring clear return on investment (ROI) for press releases is essential to maintain a solid digital PR strategy. To do this, you must first set clear objectives, keeping your overall company goals in mind. This article covers steps to create firm goals so you can modify your press releases for success.
What is Digital PR and Why Set Objectives for PR Campaigns
Gone are the times when press releases were only used for announcements. Today, with the internet revolution, they are a part of digital PR strategy.
The digital world operates on steps and focuses. Every campaign yields more than one result and, therefore, must be created with multiple metrics in mind. For press releases, the primary purpose is to disseminate news and improve the company’s reputation. Other benefits that may follow include raising awareness, promoting an event, or getting traffic and sales.
Depending on your goals, you can modify the campaign processes for maximum ROI. For instance, if your PR objective is to improve brand image, you may mention the company’s unique selling points, accomplishments, and current customers in the press release. Similarly, if you wish to increase traffic, you may focus on SEO and informative content.
Five Steps to Setting Goals for Your PR
Without goals, you won’t be able to measure the success of your press campaigns. Setting clear objectives provides you with a direction for your strategies. It also prevents money, time, and effort from being wasted on unneeded and irrelevant press release format.
- Know Your Business Objectives
The results of every strategy must be combined to add to your company’s bigger objectives. For example, if your brand aims to provide affordable clothing to women, your campaigns should be directed towards awareness building and driving sales. In the same manner, the topic, content, and distribution plan of your press releases must be tailored to a goal that adds to the business value. In this example, your PR submission goals should include visibility, traffic, and new customers.
- Note Down Your Strengths and Resources
To fulfill objectives, you need resources. Now, you don’t need to set standards your budget doesn’t allow. For example, if gaining organic traffic requires SEO optimization and you don’t have teams for that, you should aim for something else. Know your strengths and evaluate what goals you can better achieve from them.
- Find What’s a Priority
We understand that you must wish to achieve many gains, be it more traffic, service expansion, or higher revenue in limited finances. However, remember that you can’t accomplish all of them with a single campaign. What you must do is mark what’s a priority for you currently.
If you wish to expand your services, set your strategy goals accordingly. Measure where you stand or what your current progress on the matter is. Set short-term outcomes first, like creating awareness for a new product.
- Set SMART Goals
Before you begin listing objectives, ensure they are SMART. In PR marketing, smart goals ensure the results are measurable and won’t be misinterpreted.
S – Specific: Your press release targets must be particularly defined.
Example: Increasing 10% sales in Asia
M – Measurable: Not all objectives can be measured, such as people who view your paper beneath a blog. Measurable goals.
Example: Achieving backlinks.
A – Attainable: Refrain from setting unattainable goals that are far from reality.
Example: 20% increase in viewer count.
R – Relevant: Only set goals that align with your overall business’s mission.
Example: Driving sales in your region of operation.
T – Time-Bound: Set a deadline for each goal type to measure its ROI specifically.
Example: 25% more traffic in one month.
- Refrain From Setting Unrealistic Goals
Keep your high expectations aside and set attainable measures for your needs. It is essential to remember that your PR won’t magically fulfill goals overnight. You must set short-term, limited results as a way to progress. With that said, refrain from activities like:
- Expecting Sales Boost Overnight
- Expecting Sales in All Markets at Once
- Expecting the Digital PR Company to Do Everything
- Expecting 100% Traffic Gain Quickly
- Expecting to Fulfill All Goals at Once
- Expecting Maximum Progress After a Single Press Release
Setting Press Release Goals for a Successful PR Strategy
In this competitive market, setting realistic goals for any digital strategy, especially PR, is essential. When you have clear objectives in mind, your team can specifically work on the areas that drive helpful results. Even if you hire online PR services for press releases, you need to communicate your expectations to receive the best outcome.
When creating digital PR goals, consider factors like company objectives, audience preferences, priorities, and resources. Don’t forget to apply the SMART approach towards success!
Sumana Das