What’s Considered a Good ROI for a Press Release? Setting Realistic Benchmarks for 2025

Did you know that 71% of businesses can’t accurately measure the return on investment from their press releases? Despite this uncertainty, companies continue to spend billions annually on press release distribution, often with no clear understanding of what success actually looks like.

It’s a question we hear constantly at Empathy First Media: “What ROI should I expect from my press release?”

The truth is, there’s no universal benchmark that applies to every business and every press release. But there absolutely are data-driven frameworks you can use to establish realistic expectations and measure success effectively.

In this comprehensive guide, we’ll break down exactly what constitutes a “good” press release ROI, how it varies by industry and release type, and the specific metrics you should be tracking to accurately calculate your returns.

Let’s cut through the confusion and establish clear benchmarks for press release performance in 2025.

The Challenge with Press Release ROI Measurement

Here’s something most PR agencies won’t tell you:

Traditional press release metrics like “potential reach” or “advertising value equivalency” rarely translate to actual business outcomes. They might make your PR report look impressive, but they don’t tell you whether your investment delivered real returns.

As Daniel Lynch, our founder, explains: “ROI calculation for press releases isn’t as straightforward as with direct response marketing channels. There’s both direct value – like immediate traffic and leads – and indirect value such as brand awareness, authority building, and SEO benefits that compound over time.”

This complexity makes establishing universal benchmarks challenging, but not impossible.

Average Press Release ROI by Industry in 2025

Based on our analysis of hundreds of press release campaigns across industries, here’s what we’re seeing as average ROI benchmarks in 2025:

But here’s what you really need to understand:

These figures represent multi-touch attribution models that account for both direct and indirect value generated over a 90-day period. They’re based on comprehensive measurement frameworks – not just counting media pickups or estimating potential reach.

What Factors Determine a “Good” Press Release ROI?

A “good” ROI for your specific press release depends on several key variables:

1. Press Release Objective

Different types of announcements have inherently different ROI potential:

• Product Launches: Typically generate the highest ROI (often 200%+) due to their direct connection to revenue generation
• Funding Announcements: Strong ROI potential (150-200%) from investor attention and market positioning
• Research/Data Releases: Moderate to high ROI (125-175%) from thought leadership positioning
• Executive Appointments: Lower immediate ROI (75-125%) but valuable for long-term brand building
• Crisis Communications: ROI measured in brand protection rather than direct returns

“We see many clients making the mistake of using the same measurement framework for all their press releases,” notes Daniel Lynch. “A crisis communication release and a product launch require completely different success metrics.”

2. Distribution Investment

Your total investment includes:

• Press release writing costs
• Distribution fees
• Wire service charges
• Design/multimedia expenses
• Agency or consultant fees

Generally, we observe that:

• Low-investment releases ($1,000-2,500) typically achieve 100-150% ROI
• Mid-range investment releases ($2,500-5,000) typically achieve 150-200% ROI
• High-investment releases ($5,000+) typically achieve 200%+ ROI

The correlation between investment and return occurs because higher budgets usually allow for better writing, more targeted distribution, multimedia inclusion, and personalized media outreach – all factors that significantly impact performance.

3. Measurement Timeframe

The ROI calculation window dramatically impacts perceived performance:

• 7-day window: Often shows negative or break-even ROI as benefits are just beginning
• 30-day window: Captures immediate value but misses compounding benefits
• 90-day window: Provides most accurate picture of both immediate and mid-term value
• 6-12 month window: Reveals long-tail SEO and brand authority benefits

At Empathy First Media, we recommend a 90-day measurement window for most press releases, with periodic reassessment at the 6-month mark for major announcements.

4. Attribution Model

Your attribution methodology dramatically impacts perceived ROI:

• Last-touch attribution: Generally undervalues press releases as they often initiate but don’t close the customer journey
• First-touch attribution: May overvalue press releases’ contribution in complex B2B sales cycles
• Multi-touch attribution: Provides most accurate picture of press release contribution to the sales process
• Time-decay attribution: Balances immediate and long-term press release benefits

We’ve implemented HubSpot’s attribution reporting for our clients to ensure press release value is properly credited throughout the customer journey.

Calculating Your Press Release ROI: The Scientific Approach

To determine whether your press release delivered a “good” ROI, follow this four-step process:

Step 1: Establish Your Total Investment

Add all costs associated with your press release:

Total Investment = Writing Costs + Distribution Fees + Wire Service Costs + Design Costs + Agency Fees

For example, a typical mid-range press release might cost:

• Writing and editing: $750
• Wire distribution: $1,200
• Design/multimedia: $500
• Agency management: $1,000
• Total investment: $3,450

Step 2: Quantify Direct Returns

Measure direct value generated within your measurement window:

Direct Revenue from Attributed Conversions Using proper UTM tracking and attribution models in your CRM, determine which conversions were influenced by press release exposure.

Value of Generated Leads For leads still in the pipeline, calculate their expected value:

Lead Value = Number of Leads × Lead-to-Customer Conversion Rate × Average Customer Value

Value of Earned Media Placements Calculate the equivalent advertising cost for the media coverage received:

Earned Media Value = Number of Placements × Average Placement Value

However, we recommend weighing this value based on placement quality, not just quantity.

Step 3: Quantify Indirect Returns

Capture harder-to-measure but significant value:

SEO Value of Earned Backlinks Estimate the equivalent cost of acquiring similar backlinks through other means:

Backlink Value = Number of Quality Backlinks × Average Cost Per Equivalent Backlink

Brand Search Lift Value Measure increased branded search volume and estimate its value:

Brand Search Value = Increase in Brand Searches × Conversion Rate × Average Customer Value

At Empathy First Media, we use SEMrush and Ahrefs to accurately track these metrics for our clients.

Step 4: Apply the ROI Formula

ROI = (Total Value Generated - Total Investment) / Total Investment × 100%

For example, if your $3,450 press release generated:

• $4,000 in direct attributed revenue
• $2,500 in pipeline lead value
• $1,800 in SEO backlink value
• $1,000 in brand search lift value

Your calculation would be:

ROI = ($9,300 - $3,450) / $3,450 × 100% = 170%

This 170% ROI would be considered strong performance for most industries.

What Press Release ROI Is Considered “Good” in Different Scenarios

With our calculation framework established, here’s what constitutes “good” performance in various scenarios:

For Brand Awareness Press Releases

Good ROI: 75-125% Excellent ROI: 125%+

Key metrics: Increase in brand searches, social media mentions, website direct traffic

“Brand awareness releases often show lower immediate ROI but deliver compounding benefits over time,” explains Daniel Lynch. “We’ve seen releases that initially appeared to break even ultimately deliver 200%+ ROI when measured over 6-12 months.”

For Product Launch Press Releases

Good ROI: 150-200% Excellent ROI: 200%+

Key metrics: Product page traffic, demo/trial requests, sales inquiries, direct revenue

Product launches typically deliver the highest ROI among press release types because they directly connect to revenue generation. We’ve seen well-executed product launch releases achieve 500%+ ROI for technology and consumer products companies.

For Investor-Focused Press Releases

Good ROI: 100-150% Excellent ROI: 150%+

Key metrics: Investor inquiries, meeting requests, valuation impact, analyst coverage

For publicly traded companies, successful investor-focused releases can dramatically impact market capitalization, making their true ROI potentially enormous when properly executed.

For Crisis Response Press Releases

Good ROI: Brand damage mitigation Excellent ROI: Reputation enhancement

Key metrics: Sentiment shift, negative coverage reduction, share price protection

Crisis releases represent a special case where ROI is measured primarily in terms of damage prevention rather than positive returns. The value can be estimated by comparing the actual outcome to projected damages in a no-response scenario.

Strategies to Improve Your Press Release ROI

If your press releases aren’t hitting these benchmark ROIs, consider implementing these proven strategies:

1. Enhance Measurement Precision

Implement proper tracking technology to ensure you’re capturing the full value of your press activities:

• Deploy UTM parameters on all press release links
• Set up dedicated landing pages for press traffic
• Configure Google Analytics 4 conversion tracking specifically for press activities
• Implement call tracking with CallRail to capture phone conversions
• Set up branded search monitoring in Google Search Console

2. Optimize Release Content for Performance

Our data analysis reveals that certain content elements consistently drive higher ROI:

• Include original data or research findings (increases pickup rates by 4x)
• Add compelling multimedia elements (improves engagement by 2.4x)
• Feature customer success stories (increases conversion rates by 35%)
• Include executive quotes with genuine insights (boosts credibility and pickup rates)
• Incorporate carefully researched news hooks (improves journalist engagement by 47%)

3. Target Distribution Strategically

Broadcast distribution rarely delivers optimal ROI:

• Research and target specific journalists with personalized pitches
• Build relationships with key industry reporters before needing coverage
• Create tiered distribution plans based on outlet relevance to your audience
• Follow up personally with high-priority journalists
• Supplement wire distribution with direct outreach

4. Extend the Value Lifecycle

Maximize ROI by extending your press release’s useful life:

• Repurpose release content across marketing channels
• Create social media campaigns highlighting coverage
• Develop follow-up content expanding on the announcement
• Add media logos to your website’s “As Seen In” section
• Reference the coverage in sales presentations and pitches

At Empathy First Media, we help clients develop comprehensive content amplification strategies that extend the value of press releases far beyond their initial distribution.

How Empathy First Media Approaches Press Release ROI

We believe press releases should be investments, not expenses. Our scientific approach to press release ROI includes:

1. Pre-Release Strategy: Establishing clear business objectives and success metrics before writing begins
2. Audience Targeting: Identifying the specific media outlets and journalists most relevant to your goals
3. Content Optimization: Developing releases with elements proven to drive higher engagement and conversion rates
4. Distribution Engineering: Using a blend of wire services and personalized outreach to maximize impact
5. Comprehensive Measurement: Implementing multi-touch attribution across the entire customer journey
6. Lifecycle Extension: Creating amplification strategies that extend your release’s impact for months

This systematic approach has helped our clients achieve press release ROIs 35-50% higher than industry averages.

As Daniel Lynch explains, “We apply the scientific method to press release development and measurement. By establishing clear hypotheses, implementing controlled testing, and measuring outcomes comprehensively, we transform press releases from hopeful shots in the dark to predictable, high-ROI marketing assets.”

Case Study: Achieving 425% ROI on a SaaS Product Launch

One of our SaaS clients was preparing to launch a new AI-powered analytics platform. Previously, their press releases had generated minimal measurable returns. By implementing our scientific approach, we achieved dramatically different results:

The Strategy:

• Developed a data-focused release highlighting original research
• Created a custom tracking system using HubSpot and Google Analytics 4
• Implemented targeted distribution to technology and industry-specific publications
• Designed a dedicated landing page optimized for press traffic conversion
• Deployed a 30-day content amplification campaign following the initial release

The Results:

• 42 quality media pickups (vs. 12 for their previous release)
• 1,850 website visitors directly from press coverage
• 78 demo requests attributed to the release
• 12 direct sales within 90 days (average contract value: $4,200)
• 15 high-authority backlinks (DA 50+)
• 32% increase in branded search volume

The ROI Calculation:

• Total investment: $4,800
• Direct revenue: $50,400
• Pipeline value: $25,200
• SEO/backlink value: $9,000
• Brand awareness value: $7,500
• Total value: $92,100
• ROI: 1,818%

While this represents an exceptional case, it demonstrates what’s possible with a strategic, measurement-focused approach to press releases.

Conclusion: Redefining Press Release Success

The question “What’s a good ROI for a press release?” doesn’t have a one-size-fits-all answer. However, armed with the benchmarks and calculation framework we’ve provided, you can establish realistic expectations and measure success meaningfully for your specific business case.

In 2025’s data-driven marketing environment, press releases must be held accountable for delivering measurable business results just like any other marketing channel. By implementing proper tracking, optimizing content for performance, and extending the value lifecycle, you can transform your press releases from uncertain expenses to predictable investments with demonstrable returns.

Ready to achieve press release ROIs that exceed industry benchmarks? Let’s talk about how Empathy First Media can help you implement our scientific approach to PR measurement and performance.

Schedule a Press Release Strategy Session Today

Frequently Asked Questions About Press Release ROI

What’s the average ROI for a press release?

Across industries, the average press release ROI ranges from 100-175% when measured comprehensively over a 90-day period. However, this varies significantly by industry, release type, distribution approach, and measurement methodology. Technology and healthcare industries typically see higher returns (150-225%), while manufacturing and traditional services often see lower returns (75-150%). Product launches and funding announcements generally deliver higher ROI than executive appointments or general brand announcements.

How do I calculate my press release ROI?

Calculate press release ROI by dividing the total value generated (minus your investment) by your investment, then multiplying by 100. The formula is: ROI = (Total Value – Investment) / Investment × 100%. Total value should include direct revenue from attributed conversions, value of leads generated, SEO value of earned backlinks, and brand awareness lift. Your investment includes all costs associated with creating and distributing the release, including writing, distribution fees, multimedia elements, and agency costs.

How long should I measure press release results?

For a comprehensive ROI calculation, measure press release performance for at least 90 days. This timeframe captures both immediate returns (direct traffic and leads) and mid-term benefits (SEO impact, brand awareness). For major announcements, consider reassessing at the 6-month mark to capture long-tail benefits. Short measurement windows (7-14 days) typically undervalue press release impact by missing compounding benefits that develop over time. For publicly traded companies, measurement should align with quarterly reporting cycles.

What factors impact press release ROI the most?

The five factors that most significantly impact press release ROI are: 1) Release content quality and newsworthiness; 2) Distribution targeting and personalization; 3) Inclusion of multimedia elements; 4) Integration with wider marketing campaigns; and 5) Implementation of proper tracking systems. Our data shows that releases containing original research or data generate 4x higher ROI than purely promotional announcements. Similarly, targeted distribution to specific journalists outperforms broad wire distribution by an average of 2.7x in terms of ROI.

Are press releases still worth the investment in 2025?

Yes, strategically developed and distributed press releases remain valuable marketing investments in 2025. However, the “spray and pray” approach of broadcasting generic announcements through wire services rarely delivers positive ROI. Modern press release success depends on newsworthiness, strategic distribution, integration with other marketing channels, and comprehensive measurement. Our client data shows that press releases developed using our scientific methodology consistently deliver 100%+ ROI, with exceptional releases achieving 300-500% returns on investment.

How do press release ROIs compare to other marketing channels?

Press releases typically deliver lower immediate ROI than direct response channels like paid search or email marketing, but offer unique benefits in credibility and brand authority building. The average press release ROI (100-175%) falls below top-performing digital channels like email marketing (400%+) and paid search (200-300%) but exceeds traditional advertising channels like print (50-100%) and general awareness-focused social media (75-150%). However, press releases provide third-party credibility that owned channels cannot, making them particularly valuable for building trust and authority.

Does press release ROI vary by company size?

Yes, company size significantly impacts typical press release ROI. Enterprise companies (1000+ employees) generally see lower percentage ROI (75-125%) but higher absolute returns due to their larger customer base and higher customer lifetime value. Mid-market companies (100-999 employees) typically achieve the highest ROI (150-250%) by combining sufficient resources for quality execution with nimble operations. Small businesses (<100 employees) see highly variable results, ranging from negative ROI to exceptional returns (300%+) depending on execution and newsworthiness.

What metrics should I prioritize when measuring press release performance?

The most important metrics for press release performance vary based on your objectives. For brand awareness, prioritize branded search volume, share of voice, and social media mentions. For lead generation, focus on website traffic from media sources, form completions, and call tracking. For investor relations, track analyst inquiries, meeting requests, and share price impact. For product launches, measure product page traffic, demo requests, and direct sales. In all cases, implement multi-touch attribution to understand how press coverage influences the overall customer journey.

How can AI enhance press release ROI measurement?

AI is transforming press release measurement by providing deeper insights than traditional analytics. Machine learning algorithms can identify patterns in press performance data that human analysts might miss. Natural language processing can analyze sentiment in media coverage to evaluate reputation impact. AI-powered media monitoring tools can track mentions across diverse channels, including broadcast and social media. At Empathy First Media, we use custom AI solutions built with Langchain and OpenAI to provide client-specific insights into press release performance and optimization opportunities.

Can I achieve positive press release ROI without a wire service?

Absolutely. In fact, our data shows that for many announcements, targeted media outreach without wire distribution delivers higher ROI. Wire services provide convenience and broad reach but at a premium cost. For maximum ROI, we recommend a hybrid approach: use a reputable wire service for regulatory announcements or truly major news, but rely primarily on personalized media outreach for most releases. By building relationships with relevant journalists and providing them with genuinely newsworthy information, you can achieve exceptional ROI without the expense of broad wire distribution.

How does press release ROI vary for B2B versus B2C companies?

B2B companies typically see longer time-to-ROI from press releases (60-120 days) compared to B2C companies (30-90 days) due to longer sales cycles. However, B2B press releases often deliver higher overall ROI (150-250%) than B2C releases (100-200%) when measured over appropriate timeframes. This is primarily because B2B purchases typically have higher average order values, making each conversion more valuable. B2B press releases perform best when focused on solving specific industry challenges, while B2C releases perform best when tied to consumer trends or innovative product features.