Press Release Pickup vs. Coverage: Understanding the Differences and Maximizing Your PR Strategy
The press release is the most well-known tactic for media engagement, and it is a widely-used tool in PR and communications strategies.In tracking success metrics, it is important to understand the impact of press release pickup versus earned media coverage on your goals for the campaign.
Defining Key Metrics: Pickup vs. Coverage
One metric that is often cited is the volume of “pickup” generated from a press release that is sent out over a wire service. A wire service is a platform that distributes press releases to a network of media outlets. These platforms have agreements with media organizations across the digital landscape, which, in turn, post the press releases on their own platforms for a fee. These services will generate an impressive list of sites that posted your release. This press release pickup is entirely different from press release coverage.
Press release pickup is essentially paid distribution which can boost your online presence and potentially have a positive impact on your SEO. For instance, having a press release reposted on Bloomberg.com can significantly enhance your brand’s search engine visibility. Because of this, leveraging paid wire services to generate a high volume of pickup can be a powerful tactic if your campaign goal is to increase online discoverability.
On the other hand, press release coverage is earned through media relations. Generating coverage in this way involves getting the right information into the hands of journalists and media outlets genuinely interested in your story. Coverage is achieved by working with these outlets to write news articles, conduct interviews with company leadership, or feature your press release in a more engaging context. Ultimately, press coverage is more valuable than paid pickup because it generates stronger engagement with curious and relevant audiences. When was the last time you visited CNBC.com to read the press releases they post from Business Wire? Genuine coverage offers third-party validation and is more likely to capture the attention of your target audience.
Balancing Pickup and Coverage in Your PR Strategy
Both press release pickup and earned coverage have their place in a comprehensive PR strategy. Here’s how you can effectively balance both to maximize your PR efforts:
1. Establish Clear Goals
Before deciding to focus on press release pickup or coverage, establish clear goals for your PR campaign. Are you aiming to boost SEO, increase brand visibility, or drive authentic engagement with your target audience? Your objectives will guide the choice of tactic.
2. Utilize Wire Services Strategically
Leverage wire services to distribute press releases for broad visibility and SEO benefits. Ensure that your press releases are optimized with relevant keywords to take full advantage of the SEO boost. Platforms like PR Newswire, Business Wire, and GlobeNewswire can help amplify your message across a variety of high-authority sites.
3. Craft Compelling Stories for Media Relations
Focus on creating compelling, newsworthy content that can organically attract media coverage. Develop relationships with journalists and media outlets that cover your industry. Personalize your pitches and provide exclusive angles or insights to make your story more attractive.
4. Integrate Both Tactics for Maximum Impact
Depending on the brand, integrating both press release pickup and earned media coverage can be a highly effective PR strategy. Wire services can be used for broad distribution and immediate visibility, while simultaneously engaging in media relations can generate deeper, more impactful coverage. This dual approach ensures that you benefit from both the reach of wire services and the credibility of earned media.
5. Measure and Adjust
Continuously track the performance of your press releases by monitoring pickup volume, SEO impact, and media coverage. Use tools like Google Analytics, SEMrush, and other media monitoring services to analyze the results. Then, you can adjust your strategy going forward based on what works best for your brand and objectives.
Conclusion
Press releases can be powerful tools to expand your brand’s online reach, engage meaningfully with the media, and boost visibility among your target audience. However, understanding the difference between press release pickup and coverage is crucial to ensure your PR strategy aligns with your campaign goals. Overall, while pickup provides widespread visibility and SEO benefits, genuine coverage leads to more authentic engagement and third-party validation. By strategically balancing both tactics, you can enhance your brand’s presence and more successfully achieve your PR goals.