Measuring & Evaluating a public relations presence onlineWritten by Pete Prestipino
You've done everything right. You helped increased sales, people recognize your business name and you are considered an expert on what you are selling by millions of people around globe. Then, your boss asks you to prove worth of your online PR efforts to company. Measuring and evaluating a public relations presence online takes planning. It is important to understand before you being your online PR efforts what you should be measuring. Listed below are a few tips about measuring and evaluating your online public relations presence. What effect of your online PR efforts should you be measuring? There are really only a handful of effects that you could measure resulting from online PR efforts that will matter when you are trying to prove worth of time you spend - three of most important are media penetration, traffic or links and believe it or not - sales and revenue. With offline public relations efforts, measuring response on occasion nears impossibility. With online PR efforts, thanks to technology, online PR managers have tools at their command that help measure efforts effectively. Measuring ONLINE PR Penetration: Many PR managers want to employ clipping services to measure effect that articles or press releases have on their prospective audiences. While having a list of media outlets that have published your news or features is helpful in identifying who to keep targeting, in offline world it is difficult to measure what effect those mentions have on bottom line. When measuring online PR penetration, it becomes much simpler in that savvy online PR managers are able to tell exactly where visitors are coming from. If you know when you submit articles or press releases to media or when you start your online PR campaign, all you need to measure online PR is access to your server logs. If you do not, ask your company's webmaster to send you a list of "HTTP REFERRERS" that your site has received over a specified period of time. By looking at HTTP referrer list, you will see not only who has sent you traffic, but how much traffic was sent.
| | Determining the worth of a public relations presence onlineWritten by Pete Prestipino
There are now well over thirty millions websites on Internet, so achieving a presence on web at times can seem near impossible. There are so many free promotional opportunities, paid sponsorship and directory listing availabilities to make process of promoting your website, its company and its products and services extremely difficult. If you are exhausted with advertising, and fed up with over-hyped marketing techniques, consider developing a public relations presence online; it's half time and financial investment and twice long-term benefit.What is Online Public Relations? Public relations serves many functions that you probably utilize in many disparate arenas of your company's business already. Online Public Relations or Internet PR not only helps drive traffic your website but helps you build brand identity in eyes of your visitors. Online PR can be broken down into several distinct service efforts, including website and industry audits, mini-website PR campaign development, Web focused press releases and online product reviews, link building campaigns, copy and email writing, newsgroup/forum/blog participation and much more. Do I need an Online Public Relations Campaign?
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