Setting realistic goals and expectations should be one of the first things any service provider does with a client.

So, when people ask me how did their press release do? Or “What can I expect from a press release?” I show them numerous ways a press release can help them get publicity or prospects, or sales, or build their credibility. Each company has its own reasons for getting publicity. These questions might help you focus on what’s important – and ROI measurement that you hadn’t considered.

  • Did your press release create new, credibility for you?
  • Did your press release help you build your brand?
  • Did your press release lead to more visitors to your website?
  • Did your press release create buzz for your product?
  • Did your press release help you close a deal?
  • Did your press release shorten the sales cycle?
  • Did your press release remind prospects about your services?
  • Did your press release inform new prospects about your business?
  • Did your press release get people to talk about you?
  • Did your press release get your vendors more excited to promote your books and products?
  • Did your press release help your sales staff get motivated?
  • Did your press release lead to other business opportunities, like inbound sales leads?
  • Did your press release lead to additional media opportunities?
  • Did your press release establish you as a thought leader?
  • Did your press release get indexed on Google?
  • Did your press release help your site improve its ranking on Google?

As you can see, there are many different ways to benefit from a press release. Some are monetary. Some are ego. Some are branding. The real benefit comes when the outcome matches your original goal. When you get set on your goal (no lying or fooling yourself), then you can judge the results clearly.