Knowledge Center
- Overview
- Beyond PR Blog
- Content Marketing Strategies
- Media Management
- Investor Relations
- Online Public Relations
- Multimedia & Broadcast PR
- Small Business PR
- Trade Show Marketing & PR
- Multicultural PR
- White Papers and Case Studies
- Upcoming Events & Webinars
- On Demand Webinars
- ProfNet Connect
- MEDIAware
- Global Holiday Alert
- Frequently Asked Questions
Upcoming Events & Webinars
Thu, Jun 21, 12, 12:00 ET
PR News’ Taste of Tech and Social Media Summit - details
Location: Sentry CentersTue, Sep 4, 12, 21:00 ET
Content Marketing World 2012 - details
Location: Columbus Convention CenterMost Viewed
Optimizing Press Releases: SEO is Now About Natural Writing, Social Sharing & Interesting Content
White Paper: PR Rising
2012 SEC Regulatory Filing Calendar
Most Emailed
Case Study: American Greetings Measures The Success of Their Seasonal Product Campaigns Using PR Newswire’s New Measurement Service, MediaSense
Optimizing Press Releases: SEO is Now About Natural Writing, Social Sharing & Interesting Content
Content Marketing World 2012
Communications Professionals
Looking for a convenient solution that can handle all of your communications needs? Check out our custom packages designed to support your strategic initiatives.
Effective PR Isn't About Eyeballs - It's About Engagement
As a regular rider of commuter trains into and out of Chicago’s Union Station, I regularly observe all sorts of boots-on-the-ground PR tactics as companies (and politicians) attempt to mine the streams of workers tramping in and out of the train station daily. In all the years I’ve observed teams of earnest young people dressed in some form of uniform or costume handing out stickers, buttons, lip gloss and samples to hurried commuters, only one was ever relevant to my needs (indeed, my husband already used the product, so the sample was happily accepted and stuck into his travel kit.) Arguably, a lot of companies spent considerable time, energy and resources pitching me on things like bus travel to downstate Illinois, children’s products, Weiss beer and dog food. Incidentally, though I’ve lived in Chicago for almost 20 years, I’ve not had occasion to travel downstate, I have no kids, I loathe Weiss beer (though ales and stouts are acceptable!) and I have two cats. The point of all this is that these publicity efforts failed to establish a relevant connection with me simply because I had zero interest in what was being promoted.
The good news for the PR industry today is that it’s much easier to find networks of people who are interested in your message and, even better, it’s easier for those networks to find your message. Search engines effectively pull interested parties to your messages and if you’re lucky (or really good) bloggers will re-publish it to their audience and it will acquire a life of its own in social networks. This is Web 2.0 at work and these technologies enable savvy communicators to engage their audiences, rather than simply gaining visibility for a message.
Engagement occurs when the recipient of a message – whether that message is a news release, a video, a blog post or a news article – takes an additional step after consuming the content. In the context of a news release, this action may be clicking on one of the hyperlinks within the release itself and visiting the issuing company’s Web site. Alternatively, the reader might print a copy of the release, bookmark it on a site like Digg or Del.icio.us, blog about it, e-mail it or otherwise share it with their networks. All of these activities indicate that the reader’s level of interest was enhanced by the content, inspiring them to take another step.
PR Newswire recently debuted a new suite of Visibility Reports designed to quantify the results generated by each news release. In addition to revealing the number of times a release was seen online, the keywords used to find the release in search engines and the number of credentialed media and bloggers who viewed the release on PR Newswire for Journalists, the Visibility Reports also offer an Engagement Index that reveals the extent to which your audience engaged with your message.
The Engagement Index measures interactions with your news release – namely, the number of times your readers did something with it beyond simply clicking on the headline and reading the story. The number of times the release was shared, printed, bookmarked and blogged are all recorded. These results are then compared to other releases within your industry. In addition to understanding which releases your audience found most interesting and valuable, you’ll also be able to see how your messages measure up to others in the industry. Taken collectively, these details can help you fine-tune future campaigns by understanding which topics and keywords resonate with your online constituents, thus driving your Engagement Index scores (and therefore, your total results) upward.
To learn more about PR Newswire's Visibility Reports and our distribution services, please e-mail us at information@prnewswire.com.
Leave a Comment
PR Newswire reserves the right to delete flames, trolls, and other inappropriate content.
Become a Member
Fill out a PR Newswire membership form or contact us at (888) 776-0942.
Custom Packages
Browse our custom packages or build your own to meet your unique communications needs.
Start today.
Reader's Comments
Bonnie Rodney
Same goes for Internal Communications. Your statement, "Engagement occurs when the recipient of a message – whether that message is a news release, a video, a blog post or a news article – takes an additional step after consuming the content." As Internal Communicators, we must always think, what do we want employees to "do" with the messages from management?
http://www.linkedin.com/in/bonnierodney
Posted at 13:41 ET on Feb 17, 2010 by Bonnie Rodney
moncler
you’ll also be able to see how your messages measure up to others in the industry.
http://www.fashionstyleonsale.com
Posted at 17:02 ET on May 28, 2010 by moncler
Alexa Miller
Ironically, most of the comments on this page are attempts at marketing brands like clothing and cigarettes. Unfortunately, neither of these was very targeted, as neither of those things interested me, the reader, interested in social media and web 2.0 marketing. hmmm.. I think they missed the point of the article! Thanks Sarah, very well written.
http://www.aleighm.com
Posted at 19:43 ET on Jun 11, 2010 by Alexa Miller
mrsterrymom
great article its true about bloggers because of course who are people going to trust a blogger that has tried a product and reviewed it or a retailer that really has no idea how something is going to work or supposed to work
http://promoteyoursite.weebly.com/blog-it-like-you-mean-it.html
Posted at 07:46 ET on Jul 16, 2010 by mrsterrymom
Stock Tips
The Engagement Index measures interactions with your news release – namely, the number of times your readers did something with it beyond simply clicking on the headline and reading the story.
----------------
costa
http://www.blogofstocks.com
Posted at 04:48 ET on Jul 22, 2010 by Stock Tips
gbenga Ogunronbi
Pr is great
Posted at 09:02 ET on Nov 1, 2010 by gbenga Ogunronbi
Elvis Arias
fun read i like your train station anecdotes, you're right PR pulls in relevant prospects to your product or services via search. Small businesses will be surprised how an effective PR strategy will help growth
http://www.elvisarias.net/
Posted at 09:33 ET on Nov 9, 2010 by Elvis Arias
test king
This is a good resource. Results seem to vary from other websites I've used. This seems to be pretty accurate.
http://www.testking.eu
Posted at 02:34 ET on Dec 30, 2010 by test king
gary
This blog provides exclusive knowledge about PR industries and I am glad that they are proving these information which is really beneficial for the viewers related to this industry and will encourage the beginners in this direction.
Posted at 17:26 ET on Feb 3, 2011 by gary
Kizito
This is such a good article. I am doing my post-graduate in Corporate Communication and this article gives me a number of insights. Keep up with the good work.
Posted at 17:45 ET on Feb 16, 2011 by Kizito
koustubh bhattacharya
Well the attention spans of people have surely reduced and with it it is getting harder to break the clutter. Services are focusing more on building a loyal base rather than chasing numbers and acquiring larger market shares. Definitely its all about engagement. Even in the Music business artists are trying to be multidimensional and active on social media to engage their listeners beyond their music.
http://www.myspace.com/bummygears
Posted at 05:37 ET on Mar 29, 2011 by koustubh bhattacharya
Jacqueline R. Jones
"The good news for the PR industry today is that it’s much easier to find networks of people who are interested in your message and, even better, it’s easier for those networks to find your message." I do agree with you in this.
http://www.businessinsider.com/the-history-of-design-2011-3
Posted at 14:15 ET on Apr 18, 2011 by Jacqueline R. Jones
Haircutters
In most of the discussion of anything I noticed that they are diverted from the main topic that they started to discuss. But in this post this idiotic task is absent and for that I am too pleased to you. The article is unique because of its contents, style and presentation with available information and I think it is the most appreciated article I have ever read that contains all the information which has a great value in our life and really necessary to know about that. Thanks a lot for sharing this information with us and I hope I will get more posts from you like this.
Haircutters
http://www.nearstop.com
Posted at 05:20 ET on Sep 10, 2011 by Haircutters
KETERSs
Effective public relations campaigns don't happen by chance; they require time, effort, and planning. Rotary public relations chairs.
subway coupons | target coupons | macys coupons | sears coupon code | lowes coupons .
Posted at 14:50 ET on Sep 11, 2011 by KETERSs
George
You may say that those were some no-brains campaigns where they come to you with flyers, pens, samples, etc, hoping that you'll become their customer. They don't have the result index to know how effective was a campaign to tell them how many who got a flyer, pen or sample become a real customer. Some of the PR tools we use at bijuterii argint give us the result index in search for inele argint, cercei argint and cadouri craciun.
Posted at 09:08 ET on Sep 12, 2011 by George
Isabel De Los Rios
Hi my name is Isabel De Los Rios and i love your blog.However i cant access your links.can you provide the diet solution to this problem? thanks a lot.
Posted at 23:23 ET on Sep 12, 2011 by Isabel De Los Rios
credit repair service
you are on point with the marketing strategies.thanks for the tips
how to fix your credit
credit repair software
Posted at 23:25 ET on Sep 12, 2011 by credit repair service
Cell Phones
Electronic and high-tech industry is almost feverish pace started to change. Cell Phones Any change in thisenvironment are likely to happen quickly,
Gaming Players Home Audio & Video Equipments Media Player Accessories
the electronics industry is also a key strategy fortransformation into ─ ─ points in the next few years,
Camera Accessories Cameras Gaming Player Accessories
in order to promote the product toward thedirection of greater energy efficiency in order to maintain the advantage and avoid beingeliminated,
Cell Phone Bags & Cases Cell Phones Walkie Talkie
the field business is bound to make a change.
Posted at 00:10 ET on Sep 14, 2011 by Cell Phones
Soccer Jerseys
Recently, for Germany and Argentina's World Cup in South Africa,
Soccer Jerseys
such as outstanding performance,
American Soccer English Premier League French Ligue 1
as its sponsor Adidas announced it would pull their jerseys,
German Bundesliga Italian Serie A Scottish Premier League Spanish La Liga
football and otherproduct sales, expected sales of football products will a record,
Football Fan Shop
more than EUR 1.5 billion.
Posted at 00:12 ET on Sep 14, 2011 by Soccer Jerseys
Beats By Dre Headphones
nice post and i like it.
http://www.drdreheadphones-outlet.com/ /
Posted at 06:54 ET on Sep 14, 2011 by Beats By Dre Headphones
jhon
Effective public relations campaigns don't happen by chance; they require time, effort, and planning. Rotary public relations chairs.ged study guide
Posted at 17:26 ET on Sep 14, 2011 by jhon
sam
"The good news for the PR industry today is that it’s much easier to find networks of people who are interested in your message and, even better, it’s easier for those networks to find your message." I do agree with you in this.custom binders
Posted at 17:27 ET on Sep 14, 2011 by sam
Dennis
Although bleak and uncertain, today's business climate can be a boom for PR strategists who are willing to change their time-honored tactics. Specifically, forget about the separation Meat Slicers
of advertising and editorial, and remember that the Internet is everywhere.
Posted at 22:54 ET on Sep 14, 2011 by Dennis
Fergus Coleman
Effective PR when you work from home is more about balancing your responsibilities than focussing your attentions.
Posted at 11:06 ET on Sep 15, 2011 by Fergus Coleman
Isabely
The good news for the PR industry today is that it’s much easier to find networks of people who are interested in your message and, even better, it’s easier for those networks to find your message.
How To Get A Loan With Bad Credit
Posted at 23:44 ET on Sep 15, 2011 by Isabely
Lej bolig i Thailand
There are plenty of information about this topic in the net & some are definitely better than others. Lej bolig i Thailand
Posted at 03:38 ET on Sep 16, 2011 by Lej bolig i Thailand
Accountants in London
i truthfully enjoy your own writing kind, very remarkable,
don’t give up as well as keep writing due to the fact that it simply just worth to follow it. looking forward to see a whole lot more of your current well written articles, enjoy your day
Accounting Firms
http://accountantslondon.biz
Posted at 08:51 ET on Sep 22, 2011 by Accountants in London
Sam
http://www.prnewswire.com
Posted at 10:21 ET on Sep 22, 2011 by Sam
Hitcliff J.
search
search
[url=http://www.google.com] search [/url]
Posted at 10:21 ET on Sep 22, 2011 by Hitcliff J.
bmore
Thanks for the tips. I will use this on my Baltimore lawyer blog.
Posted at 18:33 ET on Sep 30, 2011 by bmore
paul
For this kind of folks, puppies for sale, z galleries
is often a excellent area to get a pup and consider it household and look after it. In which do they purchase these puppies and which of them to acquire, can be a frequent Birth Chart Compatibility concern that lots of pet lovers preserve on asking. It really is hard to locate a spot wherever all kinds of puppies for sale could be identified. 1 can check out amsale bridesmaids
San Diego pup counters for all kinds of this kind of toy puppies as well as the low cost yorkie puppies for sale.
In this kind of sale counter or property, nearly all of cars games for kids the pet breeds of smaller measurement with or devoid of furs are discovered, that are not valuable for metabolic panel getting observe canines. People today typically appreciate these puppies to become held in your own home and thus skinny girl margarita they pick within the Pomeranians for sale, the regular schnauzer for sale, or even the teacup pugs for sale.
Posted at 01:40 ET on Oct 2, 2011 by paul
diamondstone
There are plenty of information about this topic in the net & some are definitely better than others.
mensagens para orkut | iPhone jailbreak
Posted at 10:29 ET on Oct 3, 2011 by diamondstone
Bill
Very good point. Effective PR brings about a call to action. From the message to the targeted viewer/reader, it's all relevant. refinance mortgage rates
Posted at 20:54 ET on Oct 3, 2011 by Bill
simmi
Its really nice posting.I have read few posting like your written. Thanks for your posting.
Gillette Wyoming Ford dealer
Posted at 07:42 ET on Oct 4, 2011 by simmi
manjuka
Great articles! Fantastic information I also got lots of from this post and getting everything, and I will read them again and again!
Søk person
Posted at 10:33 ET on Oct 4, 2011 by manjuka
Ana Hulaton
This is indeed a good news hear "The good news for the PR industry today is that it’s much easier to find networks of people who are interested in your message and, even better, it’s easier for those networks to find your message. Search engines effectively pull interested parties to your messages and if you’re lucky (or really good) bloggers will re-publish it to their audience and it will acquire a life of its own in social networks" more power....
Rental Background Check
Posted at 07:28 ET on Oct 5, 2011 by Ana Hulaton
find a freelancer
Great read interesting subject selected to post good job!
http://www.echofreelance.com/
Posted at 09:54 ET on Oct 6, 2011 by find a freelancer
chrise
I would say it's a bit of both. Neither eyeballing or engaging can do the trick alone. Nairobi hotels
http://www.kenya-travel-packages.com
Posted at 10:25 ET on Oct 6, 2011 by chrise
Pete
Very well written Sarah, and you are right about what you are saying.
Spil from Pete
http://www.spillet.dk
Posted at 14:24 ET on Oct 6, 2011 by Pete
web design
PR is important for people who are working in SEO. They have a big responsibilities for it.
web design
http://www.htmlwebdesign.com/
Posted at 19:24 ET on Oct 6, 2011 by web design
Anonymous
Fantastic read, I just passed this onto a friend who was doing a little research on that. And he in fact bought me lunch because I found it for him…. smile.. So let me rephrase that: Thanks for lunch!But yeah Many thanks for taking the time to discuss this, I feel strongly about it and enjoy learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me.
research paper | term paper | essay
Posted at 06:48 ET on Oct 7, 2011 by Anonymous
Anonymous
Very interesting discussion glad that I came across such informative post. Keep up the good work friend. Glad to be part of your net community.
dissertation | thesis
Posted at 06:49 ET on Oct 7, 2011 by Anonymous
danish
Good information and great site. your blog are amazing in the step. Your commenting is to good and very helpful tips.
High Pagerank Backlinks
Posted at 09:15 ET on Oct 7, 2011 by danish
tenis oakley
What a wonderful piece of information Admiring the time and effort you put into your blog and detailed information you offer! I will bookmark your blog and have my children check up here often.
tenis oakley
http://www.tenisoakley.net/
Posted at 14:21 ET on Oct 8, 2011 by tenis oakley
Payday Loan
It is very useful and interesting information
Payday Loan<
http://www.paydayinn.com.uk
Posted at 14:48 ET on Oct 8, 2011 by Payday Loan
Tandblekning
I would like to thank you for the efforts you have made in writing this post. I am hoping the same best work from you in the future as well. In fact your creative writing abilities has inspired me to start my own blog now.
Tandblekning
Tandblekning hemma
Billig tandblekning
Posted at 01:16 ET on Oct 11, 2011 by Tandblekning
John Searle
Very Good !
http://www.bingoparadise.co.uk/
http://www.bingoparadise.co.uk/
Posted at 04:16 ET on Oct 11, 2011 by John Searle
derek hosewood
I really love guitars but i prefer getting same day finance loans in the uk. payday loans'
http://www.earlypaydays.co.uk
Posted at 12:01 ET on Oct 15, 2011 by derek hosewood
Test
Adding a comment to test
http://www.google.com
Posted at 06:34 ET on Oct 21, 2011 by Test
difference games
I admire the valuable information you offer in your articles. I will bookmark your blog and visit here often. difference games
Posted at 07:01 ET on Nov 8, 2011 by difference games
Medo
Hi there,
Well said, actually agree with you. Anything we do online can depend on quality or quantity and I like to do both and this comes when you publish a high quality piece of content that makes people very interested to share with there readers on there blogs which takes us to quantity. So quantity can come after quality but the opposite is not possible.
Cheers,
where to buy hydroxycut
where to buy xenadrine
http://wheretobuyxenadrine.blogspot.com/
Posted at 00:26 ET on Nov 10, 2011 by Medo