The respondents' top goals for online press releases indicated that the traditional goals of increasing an organization's visibility and credibility and announcing news are now almost equally as important as new goals that include reaching customers directly, creating online content, and search engine optimization (SEO).
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The most frequently mentioned criterion for evaluating the success of online press releases was:
- The number of times the release has been republished on websites (79.6 percent)
- The number of times the release has been viewed online (76.8 percent)
- An article based on the release (75.4 percent)
- Media interview requests as a result of the release (74.2 percent)
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