Comments on: Public relations evaluation http://www.pr-consultant.co.uk/public-relations-evaluation/ Sat, 05 Nov 2011 22:00:12 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Rob Artisanhttp://www.pr-consultant.co.uk/public-relations-evaluation/comment-page-1/#comment-160 Rob Artisan Mon, 26 Nov 2007 17:02:54 +0000 http://www.pr-consultant.co.uk/2007/10/public-relations-evaluation.html#comment-160 Stephen,the perennial problemI have seen a laughable example where because a PR agency got one line about their clients stately home or something similar, an associate claimed it was worth £165,000 worth of coverage as it was in The Sun. Most of the page was taken up with a couple of Z list celebrities posing in front of doors and walls, but nothing that would give the location away.What is the value of a particular piece of coverage? What the client would be prepared to pay for it if they had to advertise there might be a startRob Stephen,

the perennial problem

I have seen a laughable example where because a PR agency got one line about their clients stately home or something similar, an associate claimed it was worth £165,000 worth of coverage as it was in The Sun. Most of the page was taken up with a couple of Z list celebrities posing in front of doors and walls, but nothing that would give the location away.

What is the value of a particular piece of coverage? What the client would be prepared to pay for it if they had to advertise there might be a start

Rob

]]> By: Stephen Newtonhttp://www.pr-consultant.co.uk/public-relations-evaluation/comment-page-1/#comment-156 Stephen Newton Thu, 15 Nov 2007 13:45:04 +0000 http://www.pr-consultant.co.uk/2007/10/public-relations-evaluation.html#comment-156 You're right I'm full of contradictions. You’re right I’m full of contradictions.

]]> By: Anonymoushttp://www.pr-consultant.co.uk/public-relations-evaluation/comment-page-1/#comment-155 Anonymous Thu, 15 Nov 2007 13:36:13 +0000 http://www.pr-consultant.co.uk/2007/10/public-relations-evaluation.html#comment-155 Stephen, you start out saying it's difficult then say it's easy. I think what you meant to say was that it's only difficult if you begin with a flaky objective and without first getting answers to the right questions before setting out your PR plan. Advertising Value Equivalent as a measure of PR success was always fundamentally flawed and still is. But it will continue to be used while ever clients accept it as valid. I've known marketing directors use it just to give their finance colleagues a statistic that stops them asking too many searching questions. Educated clients is what we need more of, both within and without the marketing dept. Stephen, you start out saying it’s difficult then say it’s easy. I think what you meant to say was that it’s only difficult if you begin with a flaky objective and without first getting answers to the right questions before setting out your PR plan. Advertising Value Equivalent as a measure of PR success was always fundamentally flawed and still is. But it will continue to be used while ever clients accept it as valid. I’ve known marketing directors use it just to give their finance colleagues a statistic that stops them asking too many searching questions. Educated clients is what we need more of, both within and without the marketing dept.

]]> By: Grenzpfosten : PR Evaluation - Ein ewiges Liedhttp://www.pr-consultant.co.uk/public-relations-evaluation/comment-page-1/#comment-161 Grenzpfosten : PR Evaluation - Ein ewiges Lied Thu, 08 Nov 2007 12:11:07 +0000 http://www.pr-consultant.co.uk/2007/10/public-relations-evaluation.html#comment-161 [...] Tja… und dann steht man da und macht sich Überlegungen wie jende, die sich auch Stephen stellt: “Public relations is a notoriously difficult activity to measure. PR is about [...] [...] Tja… und dann steht man da und macht sich Überlegungen wie jende, die sich auch Stephen stellt: “Public relations is a notoriously difficult activity to measure. PR is about [...]

]]> By: Statisticianhttp://www.pr-consultant.co.uk/public-relations-evaluation/comment-page-1/#comment-159 Statistician Tue, 09 Oct 2007 13:33:23 +0000 http://www.pr-consultant.co.uk/2007/10/public-relations-evaluation.html#comment-159 Why have different multipliers for mags (4x) and papers (3x) when their comparative worth is already factored into the different ad rates? Why have different multipliers for mags (4x) and papers (3x) when their comparative worth is already factored into the different ad rates?

]]> By: Stephen Newtonhttp://www.pr-consultant.co.uk/public-relations-evaluation/comment-page-1/#comment-158 Stephen Newton Mon, 08 Oct 2007 19:01:32 +0000 http://www.pr-consultant.co.uk/2007/10/public-relations-evaluation.html#comment-158 Interesting. So it in that case, editorial is worth less than advertising? Interesting. So it in that case, editorial is worth less than advertising?

]]> By: drewhttp://www.pr-consultant.co.uk/public-relations-evaluation/comment-page-1/#comment-157 drew Mon, 08 Oct 2007 18:57:56 +0000 http://www.pr-consultant.co.uk/2007/10/public-relations-evaluation.html#comment-157 When I see a film review next to an ad for the same film; I am less likely to believe the review because I automatically think the publication is trying to keep their advertising dollars rolling in. Obviously not all press is good press, but the public (as I would hope the industry would be) is getting smarter than advertising. When I see a film review next to an ad for the same film; I am less likely to believe the review because I automatically think the publication is trying to keep their advertising dollars rolling in. Obviously not all press is good press, but the public (as I would hope the industry would be) is getting smarter than advertising.

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