The ROI of PR: Why press coverage builds more than just traffic
We get it, return on investment matters. As a mid-sized eCommerce brand, you’re measuring every marketing channel against conversions, clicks and revenue. So when it comes to PR, it’s natural to ask:
What’s the ROI of press coverage?
The truth? PR does drive traffic, but its real value goes far deeper. At PR Dispatch, we help brands secure press for more than just a spike in sessions. Because when done right, PR builds brand equity, trust, and long-term visibility, all of which lead to sustained growth and better conversion across every channel.
Let’s break down exactly why PR pays off—and what that return really looks like.
1. PR builds instant trust (that you can’t buy elsewhere)
Consumers trust editorial recommendations more than paid ads, far more.
A feature in Stylist, Glamour, or The Independent says, “this brand is worth your time.” That third-party endorsement gives your product instant credibility. It lowers friction at every stage of the buyer journey, from first click to checkout.
In short, when the press talks about you, people believe it.
2. PR boosts your conversion rates
Think of PR as the unseen force behind higher-performing campaigns.
When someone discovers your brand through Meta ads, TikTok, or email, one of the first things they’ll do is Google you. If your brand shows up in Elle, Cosmopolitan, or The Times, you instantly look bigger, better, and more trustworthy.
That credibility lifts conversion rates across all your marketing efforts, not just organic traffic.
💡 One PR Dispatch member saw a 28% lift in email sign-ups the week they were featured in The Independent.
3. PR supports your SEO (and it’s not just about links)
Backlinks from top-tier publications are a huge SEO win. But PR also increases brand search volume, which tells Google your business is legitimate and worth ranking.
Even brand mentions (without a link) signal authority and relevance. The more your brand shows up in trusted places, the more search engines (and customers) take you seriously.
📈 Our members often report ranking improvements within weeks of securing coverage.
4. PR is the best kind of social proof
User-generated content is powerful, but a quote from Marie Claire or a mention in Red? That’s gold.
Press coverage becomes evergreen content you can reshare, showcase in your emails, add to product pages, and highlight in your bio. It’s persuasive, polished, and perfectly positioned to convince even the most cautious buyer.
✨ “As seen in...” isn’t just a badge. It’s a conversion tool.
5. PR helps you stand out in a crowded Market
Let’s be honest: every eCommerce category is competitive.
Press coverage gives you something no algorithm can: a unique angle and a recognisable reputation. While others race for ads and influencers, PR gives you a brand story people remember. And that sticks.
6. PR compounds over time
The beauty of PR is that it doesn’t disappear when the budget runs out.
A single gift guide or feature can continue to drive traffic months (or years) after it goes live. Better still, editors remember you. Pitch once, and your brand is on their radar for future stories, no extra spend needed.
🧠 At PR Dispatch, we teach brands to pitch smart and build lasting press relationships, not one-offs.
So… what’s the ROI of PR?
The real ROI isn’t just clicks. It’s:
Brand credibility you can’t buy.
Higher conversions across every channel.
Evergreen search visibility.
Powerful social proof that closes sales.
Long-term value that compounds with every mention.
When you approach PR the right way—in-house, strategically and consistently – the return is more than worth it.
You don’t need to hand over thousands to an agency to see results.
At PR Dispatch, we give mid-sized eCommerce brands the tools, templates and journalist contacts to do PR in-house, and do it well. So, you can build the kind of PR momentum that lasts — led by you or your team.
👉 Watch the 3-minute demo here to see our all-in-one PR platform in action.