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Not a PR manager but I'll share what I tell founders... Some impact is quick, most is long term. But here's the kinds of things we measure. - Backlinks: ie High value/reputation sites that mention us and traffic as a result. But, it’s not just new traffic - over the long term we will see an impact in SEO rankings. This in turn impacts... - Domain Authority ie our website’s SEO ranking and how it performs in search results. It’s ranked from 1 to 100 (with 100 being the highest) and is a measure of how our site compares to competitors’. Ideally this goes up over time for themes/keywords we care about. - Brand Mentions; occur when someone mentions our brand (positively) . We might see brand mentions in traditional news coverage, on other business or personal blogs, in reviews, or on social media. All of these mentions should result in... - Site Traffic: Press releases and media mentions should impact site traffic (more from the latter) - we can see referral sources in Google Analytics - Conversions: While the volume of new customers coming directly from PR activity isn’t the easiest to measure, we can get a sense of trends. We can discover where customers came from by either surveying them after purchase by asking how they heard of us and through Google Analytics where we can see how/if traffic from certain sites impact purchase. Again, we don’t necessarily expect to see an influx of conversion-ready site traffic with every hit. Remember, the goal of PR is to raise brand awareness and spread our point of view — those new site visitors could always return and become customers in the future (now that they know about us because of PR).

@Anuj Adhiya - I've seen publications usually featuring in a no-follow backlink. how do you approach getting do-follow backlinks?

Good Q @Vijay Choudhary. Not my area of expertise - I leave that to the PR managers to figure out. Hopefully someone else will have a good answer for you.

It depends on whom you are approaching for the feature, if you are directly working with journalists, it gets difficult for them to post the article with any links that divert traffic away from their site. When you are directly working with the media house then you can give them a link. Messaging you a publicist's contact she can explain things better than me.