Digital Public Relations, for some time, is not a “new” thing but something every PR professional needs to tackle on daily basis. Today, we can measure more in public relations than ever before. In public relations, evaluation and analytics are everything, it is essential to have a good insight into your key messages and reputation. With opinion pools and different surveys, it can be done very quickly.
As an essential tactic of public relations, media relations rely on media. And sometimes, it is important to measure the success of the media release. Let’s say you have your press release ready to send to your media list.
First, we hope that you are sending your media release in an open document file (like a word document) so journalists can easily open and edit that document and also that good high-resolution photos follow the media release, probably shared in some file sharing service like Google Drive and also with relevant links.
Now, we are going to the critical part – UTM tags.
How can you tell if a published press release in The Economist is better for you than in The Guardian?
With the simple use of Campaign URL Builder by Google Analytics.
First, you visit the URL Builder — LINK
After that, you fill up this form:
– Website URL: Write down the URL where you want readers to come on your website — for example – https://www.riha-stamac.co.uk/cmo-for-hire/
– Campaign Source: You can name the media that will be publishing your PR — for example, The Guardian, or you can just name the media you are sending with, in this case — email.
– Campaign Medium: You are sending a Media Release
– Campaign Name: This place is creative; name it as you like. You will see this name in your Google Analytics account.
Then you get this big URL code and put it in the press release and an email for The Guardian.
After that, you repeat this process and create as many URL’s as you need for your whole journalist list.
Finally, you will see in your Google Analytics account how many people visited your website from different media that published your press release. Not only that, if you have some kind of conversion goal set up on your website, you will even see that.