A preview of Chapter 6, "Demonstrating and Comparing the Effectiveness of Media Relations" is now posted. Those who wish to learn about AVEs and alternatives to their use will find it especially interesting. Download Chapter6Preview3-22.pdf (579.4K)
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March 22, 2007
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Really liked this chapter and found the examples at the back helpful. Maybe you could add numerical examples at the end of each text example to help illustrate - as in example #1, something like:
pres release x 10 outlets = 500,000 circulation
cost = $5,000
CPM = $5,000/ 500,000 or $10
Sometimes the numbers are easier to follow. One other point that seems to escape executives, although you hint at this, is when measuring PR vs. advertising, the PR is filtered through another source (except in the case of blogs, social media, etc), so has comparatively more credibility than straight advertising, in which the vendor puts in whatever data they choose.
Posted by: MuchTooLonginPR | March 25, 2007 at 06:41 PM