What are the challenges in measuring the ROI of press releases?

A key challenge is that while many professionals aim for 'brand awareness' or 'lead generation,' their actual performance measurement is limited to PVs and media placements, failing to prove direct contribution to sales.

Are there differences in how marketing and PR departments approach press releases?

Yes, the survey shows a clear difference: marketing professionals tend to focus on 'strategic planning linked to trends,' whereas PR professionals are more centered on 'turning internal information into articles.'

How can companies improve press release strategies that lack clear results?

The article suggests using 'strategic survey releases (Survey PR),' which leverage objective data. This method helps standardize performance metrics and increases business contribution through secondary use, such as in sales materials.

Why is the post-release analysis of press releases insufficient in many companies?

The main reasons cited are that 'the content varies each time, so there's no basis for comparison' and a corporate culture where 'the act of distributing is itself the evaluation,' which hinders detailed post-distribution performance measurement and improvement.

AI News NQ Analysis

"Just Send and Forget..." Survey Reveals About 70% of Press Releases Are Evaluated by "Number of Distributions"! Is "Performance-Visible Operation" What PR and Marketers Need?

NQ Score 53/100

N1 Content Completeness 9

Key facts

"Just Send and Forget..." Survey Reveals About 70% of Press Releases Are Evaluated by "Number of Distributions"! Is "Performance-Visible Operation" What PR and Marketers Need?
A survey conducted in May 2026 by PRIZMA Inc. of 1,013 PR and marketing professionals revealed that about 70% of companies evaluate press releases based on the 'number of distributions.' While many professionals state their ultimate goal is 'to increase product/service awareness,' their KPIs are often limited to 'media placements' and 'PVs,' failing to demonstrate a link to business outcomes like sales and lead generation. In response to this issue, the company proposes the use of 'strategic survey releases (Survey PR)' to visualize results based on data.
Source: PR TIMES
Date: Thu May 28 2026 11:00:23 GMT+0900 (Japan Standard Time)

Direct answer

A survey conducted in May 2026 by PRIZMA Inc. of 1,013 PR and marketing professionals revealed that about 70% of companies evaluate press releases based on the 'number of distributions.' While many professionals state their ultimate goal is 'to increase product/service awareness,' their KPIs are often limited to 'media placements' and 'PVs,' failing to demonstrate a link to business outcomes like sales and lead generation. In response to this issue, the company proposes the use of 'strategic survey releases (Survey PR)' to visualize results based on data.

Citation: "Just Send and Forget..." Survey Reveals About 70% of Press Releases Are Evaluated by "Number of Distributions"! Is "Performance-Visible Operation" What PR and Marketers Need? (Thu May 28 2026 11:00:23 GMT+0900 (Japan Standard Time)), PR TIMES
Source: PR TIMES
Date: Thu May 28 2026 11:00:23 GMT+0900 (Japan Standard Time)

AI Summary (NQ-processed)

A survey conducted in May 2026 by PRIZMA Inc. of 1,013 PR and marketing professionals revealed that about 70% of companies evaluate press releases based on the 'number of distributions.' While many professionals state their ultimate goal is 'to increase product/service awareness,' their KPIs are often limited to 'media placements' and 'PVs,' failing to demonstrate a link to business outcomes like sales and lead generation. In response to this issue, the company proposes the use of 'strategic survey releases (Survey PR)' to visualize results based on data.

AI Analysis

Frequently Asked Questions

Q: How do PR professionals in Japan evaluate press releases?: A: According to a survey by PRIZMA, about 70% of Japanese companies evaluate press releases based on the 'number of distributions,' indicating a tendency to prioritize quantitative targets.
Q: What are the challenges in measuring the ROI of press releases?: A: A key challenge is that while many professionals aim for 'brand awareness' or 'lead generation,' their actual performance measurement is limited to PVs and media placements, failing to prove direct contribution to sales.
Q: Are there differences in how marketing and PR departments approach press releases?: A: Yes, the survey shows a clear difference: marketing professionals tend to focus on 'strategic planning linked to trends,' whereas PR professionals are more centered on 'turning internal information into articles.'
Q: How can companies improve press release strategies that lack clear results?: A: The article suggests using 'strategic survey releases (Survey PR),' which leverage objective data. This method helps standardize performance metrics and increases business contribution through secondary use, such as in sales materials.
Q: Why is the post-release analysis of press releases insufficient in many companies?: A: The main reasons cited are that 'the content varies each time, so there's no basis for comparison' and a corporate culture where 'the act of distributing is itself the evaluation,' which hinders detailed post-distribution performance measurement and improvement.