The Society for New Communications Research recently released the executive summary of its research to define the ROI of online news releases. The study is interesting in that it points to the evolution of the press release, but it’s not at all surprising that generating good ROI with online news releases still comes down to sound execution of B2B public relations fundamentals.

The study reveals that online press releases are not just targeted to journalists like traditional press releases. They are are being used more than ever before to achieve multiple marketing goals. These goals include direct-to-prospect messaging and improving SEO.

But some things haven’t changed at all in the online world. Many of the same challenges apply online as they do in traditional B2B PR, including the need to:

Cut through the clutter;

Target distribution accurately; and

Quantify or qualify the results of the effort.

Press releases will continue to evolve. In fact, the name “press release” is already obsolete; “news release” is more useful because it describes the content and not the audience.

Regardless of whether your news release is distributed online, through traditional channels or both, the way to achieve results is with solid “blocking and tackling,” to use a football analogy.

Define your goal;

Research and understand your target audience and its needs;

Identify how your goal fits the need and identify the news value therein;

Craft a well written communique;

Evaluate, measure and refine.

The online news release carries with it many possibilities that a traditional release does not, but it also carries new challenges for PR practitioners. Key among those challenges is educating your clients on how you can make this tool work for them. So how will you do that?

Related posts:

1. Creating an Online Newsroom
2. Warning: This public relations practice may leave you hungry
3. PR does not stand for “press release”
4. Big 80s marketing will not return big online conversions
5. From the (former) Editor’s Desk: Pesky PR?

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About the author:

Brian Courtney is a Sr. Social Media & PR executive, bringing Schubert more than 15 years of corporate PR and editorial experience. Brian enjoys traveling to exotic locations, creative writing and spending time with his family.