Over the past several months I’ve shared updates on the research being conducted by the Society for New Communications Research into the ROI of online press releases.  The research group, lead by Dr. Mihaela Vorvoreanu, Jen McClure, and Shel Holtz has recently finished the executive summary, available for download in the research & publications section of the SNCR Web site.

Some of the top-line findings:

• The goals for online press releases have expanded beyond the traditional objectives of increasing an organization’s visibility and credibility and announcing news, to include reaching customers directly with marketing and sales messages, creating online content, and search engine optimization (SEO).
• Reaching bloggers and new media outlets has become nearly as important as reaching traditional media.
• The top four measures of success for online press releases include: 1) the number of times the release is republished on websites; 2) the number of times the release is viewed online; 3) the publication of an article based on the release; 4) media interviews resulting from the release.

For more information visit the press release on PRWeb.