News Release Effectiveness Study Shows 93% of Research Gets Covered

Newswise — The first of its kind, an effectiveness study by Newswise has shown that 93% of research news releases and 77% of feature news releases get at least 5 news clips in major media outlets. The study also explored the reach and relevance of web search results duplicating the original news release.

"Media relations professionals set goals for news release effectiveness," says Zakira Beasley, Newswise Vice President for Client Development, "and they spend substantial time and resources to track their results. This in-depth study of news releases by Newswise helps to paint a more clear picture of typical results and predictable outcomes."

View the detailed study here http://www.newswise.com/ee/effectiveness-study

“This study shows that Newswise accomplishes effectiveness both with the news media and placements on the web,” says Newswise President Roger Johnson, a former research biochemist, who took the lead coordinating the effectiveness study. “We found that success can be measured in how widely the news releases are reproduced on the web, and more importantly, in the number of news articles using the original release as the source.”

Detailed ResultsNewswise staff sampled data from three days in December, 2010 to determine an average and median result for news clips and Google search results. Releases in the study were limited to research results and feature-type stories.

The data gathered suggests that most news releases result in at least some news coverage. Analysis of the data demonstrates that 93% of research-result news releases, and 77% of feature news releases generated a minimum of 5 or more news clips. Median results were 22 clips for research stories, and 13 for features. The five most successful news releases generated more than 100 news clips.

In addition to news coverage, Newswise performed an analysis of web search results of the news release headline, to gauge even wider distribution by the number of sites referencing the original release. When Newswise staff collected headline search data for the releases in the study, they found an average search result of more than 15,000 sites for research stories, and more than 12,000 for feature stories.

This widespread replication of news releases throughout the web, plus the targeted distribution of news releases to the media through the Newswise service combine to support a successful news release strategy.

In conclusion, the Newswise effectiveness study serves as a snapshot of the continuing value of news releases to reach the media and spread information. The effectiveness of these news releases requires both credible content and a delivery system based on state of the art technology, and perhaps most importantly, incorporating a relationship with journalists based on their desire for the content.

Stay tuned to the Newswise Blog and PRwise - our Newswise-sponsored group for media relations professionals on LinkedIn, for further discussion of topics related to effectiveness reporting and quality news releases.

About NewswiseNewswise is where journalists choose, connect, and use smart news — A high-quality news release distribution service helping media relations professionals reach the news media for the past 20 years. For information on sponsorship, membership, and other ways you can participate with Newswise, email [email protected].