A version of this blog post first appeared on PR Newswire’s Beyond PR blog. Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the free ebook Unlocking Social Media for PR.

CNW recently launched Visibility Reports – detailed metrics on the reach, engagement and optimization of your news release. To go along with this new service, we thought it would be a good idea to go through some ways to help those yellow scores turn green.

I’ve always wanted my name in lights. Whenever possible though, I tend to settle for blog posts and tweets.

Last winter Travel Alberta engaged CNW to create and distribute a video to promote and document a publicity stunt they were carrying out in Los Angeles (check out the video here) to raise awareness of Alberta as a potential travel destination.