One of the difficulties of PR is knowing the impact that press releases, articles and even emails have on initiatives. URL redirects can be used to help track traffic going to a particular webpage. An URL redirect enables you to go to the same page with various URLs.
For example, a client can see that traffic originating from “pr.companyname.com” was for general PR activities, while traffic for “launch.companyname.com” could have been for an upcoming launch.
These URLs can be provided to journalists, embedded in a press release, or included on blog postings, enabling you to measure traffic to your client’s website. Just keep in mind that people may go directly to a website as a result of media and banner advertising (DoubleClick Touchpoints IV report). At least this method gives you another tangible way to measure the impact of your PR efforts.