Sending a press release is one thing. Knowing what it has delivered afterward is just as important. Publications were already tracked by our Media Monitoring, but without a truly clear overview of the total value. And the Analytics page in your dashboard mainly consisted of statistics around your Newsroom. Handy, but it only told part of the story.
That's why we've completely revamped Analytics. From now on, you can see in your dashboard in much more detail what your PR campaigns have achieved, both per campaign and over a longer period. So, good news: you no longer need to gather publications and figures in a spreadsheet yourself or pay for an expensive monitoring service!
From Sending to Media Outcome
In the new campaign overview, you can analyze each sent campaign individually. You not only see how many journalists received, opened, and clicked through the press release, but also what happened afterward. Per campaign, we show, among other things:
the cumulative reach of monitored publications, based on estimated page views;
the cumulative PR value;
the number of publications and the publication rate;
the development of reach in the period after sending;
which publications delivered the greatest reach.
It gets interesting when you start comparing campaigns. For instance, a press release that is sent to fewer journalists may still yield more publications, reach, or PR value than a much broader campaign.
The value of analytics ultimately lies in not only proving what PR has delivered but also learning why certain campaigns perform better than others.
Also View the Bigger Picture
PR rarely consists of just one campaign, of course. That's why, within the general overview, you can decide which period you want to analyze, for example, this month, this quarter, this year, or from the moment you started using Presscloud.
Then, you get an at-a-glance view of:
the total reach of all publications;
the total PR value;
how many press releases you have sent;
how many unique journalists you have reached.
You can also compare the chosen period with the previous period. For instance, it becomes visible if you've achieved more reach, reached more journalists, or sent fewer campaigns.
This makes Analytics more interesting for organizations that use PR structurally. You no longer just look at the success of one press release, but at the development of your PR over time.
PR Gets Better When You Learn From It
At Presscloud, we often say that PR is more than writing a press release and clicking ‘send’. Good PR requires experimenting, evaluating, and then improving. Which topics deliver a lot of reach? Which campaigns are hardly picked up? And is your PR performing better this quarter than the last?
With the updated Analytics, you no longer have to search for those answers from different parts of the platform. Overview, campaigns, and Newsroom statistics are now brought together in one place.
