The ROI of online press releases

The Society for New Communications Research has released a new study on the value of posting online press releases for all the world to see.

In the old days of journalism, the only people who saw press releases were journalists. They arrived by mail or fax and their purpose was fairly straightforward — to find their way into news articles. In smaller papers, sometimes these releases were reprinted as is.

But now that companies post press releases on their Web sites, these releases have come to serve many different audiences and many different purposes.

It turns out that getting news media attention is not the number one goal of an online press release.

The abstract from this study is now online. You can download it here.

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