What factors affect press release performance?
One of the biggest questions public relations experts will consider when they distribute a press release is how to time and position the content to achieve the highest possible click-through rates. To understand how this is taking place, the website pr.co undertook a study to understand how different factors underpin the performance of a news…
One of the biggest questions public relations experts will consider when they distribute a press release is how to time and position the content to achieve the highest possible click-through rates.
To understand how this is taking place, the website pr.co undertook a study to understand how different factors underpin the performance of a news source.
The research revealed that highly customised media releases have a higher click-through rate, especially because they are usually sent to a very specific audience. The study recorded a negative correlation between the number of releases sent out and click-through rates, with greater distribution figures making it less likely for an article to be read.
For press releases that are sent more than 1,000 times, the click-through rate is only around 2 per cent, with a 16 per cent opening rate. On the other hand, those that are sent to only 20 individuals saw an opening rate of 38 per cent, with 18 per cent following through to the original source.
The research also gave an insight into how often press releases are opened during the week. For example, the most common day to send leads to journalists is on a Tuesday, while Wednesdays see the highest opening rate.
However, weekends and Mondays are also valuable for public relations professionals. In total, 16 per cent of all press releases are published on the first day of the week, while 17 per cent are employed by journalists over Saturday and Sunday.
The study also suggested that because fewer press releases are sent over the weekend, the chances of a story being picked up by a news source is higher, thanks to the reduced competition.
For PR professionals that are looking for new ways to cut through competing noise and effectively pitch news angles to journalists, knowing how and when to send the right release is an essential skill.
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