PR: Monitoring the results

How do you know your promotion is working? There is little point in working hard on marketing and PR if you can’t tell which activities get results. Look at the data you need to collect to see what’s working and sit down once a month to evaluate. Check the number of visitors to your website and the main places they come from. Look at your Facebook friends and Twitter followers – have they increased, are you getting click throughs and what about sales? Use Google Alerts to see if your business is named on a blog or in the press. And use TweetDeck or Social Oomph to monitor your business name or product name mentions on Twitter.

Find editorial contacts for your press release – ones that don’t bounce!

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