Hits by the Numbers
In the PR world we often get enamored by numbers. Clients love seeing their name in large circulation publications like the New York Times or Wall Street Journal, even if it's a small mention in a much larger story.
And that kind of "hit" is great for building awareness of a company and even giving it some cache. The problem is, they don't usually build business.
Hubspot has a great post today using its own technology to demonstrate how hits on Techcrunch drove a tremendous amount of traffic and did wonders for search engine optimization, but weren't great for driving customers.
That's why a good PR and media relations program must be well-rounded and take your corporate goals into account. It isn't just about getting media anywhere you can, but about getting the right media for the right reasons. Building SEO may be a major focus, in which case multiple hits on Techcrunch will do wonders. An occasional hit in a major publication like BusinessWeek or the New York Times could give you some wonderful third-party validation.
But often the mundane, regular coverage provided by more targeted publications will drive the customers that keep you in business.
Tags: hubspot, media relations, techcrunch
Posted by Chuck Tanowitz on January 29, 2009 at 9:16 AM
