Dispelling the myth of pr multipliers

The Missing Piece of the Puzzle the PR Value Debate Ellie Goodwin Abstract Over the past decade, the public relations PR industry has evolved at an extremely rapid pace and with that growth the industry must adopt comprehensive and strategic methods for measurement and evaluation Ketchum

Dispelling the myth of pr multipliers

Dispelling the myth of pr multipliers

It's quite acceptable to place a video in more than one web site. Graphics have to be really, really big with very few words to be readable on small screens! Test all videos on small screens before distributing. Like all promotion programs, online videos need to be vetted by company legal staff.


All not-for-profit, educational and charitable organizations in the United States and Canada are eligible to apply for the grants, except previous grant recipients. CyberAlert is accepting grant applications until December 31 and will announce the grant recipients in January.

More information and a simple and secure grant application is available online at http: For US-based PR professionals, the survey is available at http: All participants will receive a a copy of the survey results and b a chance to win one of three new digital still cameras from Panasonic.

Dispelling the myth of pr multipliers

Getting PR in Wikipedia Wikipediathe free encyclopedia built collaboratively on the Internet, has emerged as a primary reference resource on most every topic. It's page views are in the millions each month.

In most any search on a company or brand name, the Wikipedia write-up often gets first page ranking in search engines, especially Google.

For example, The listing for Accenturethe consulting company, is currently listed sixth on the first page of Google results. In most every case, the Wikipedia article on the company ranked in Google's top 20 results.

Many of those Wikipedia articles contain negative information about the companies. Febreeze's Wikipedia entry Currently 2 on Google notes that the product may be harmful to household pets.

Rubel believes that trying to police Wikepedia article content is asking for trouble. He advocates a "look but don't touch" position.

William Comcowich of CyberAlert, the media monitoring company, maintains that, while copy manipulation and brand promotion is verboten, companies should absolutely not let inaccuracies stand in Wikepedia articles — and should employ light-handed, journalistic-type editing to correct factual errors.

In handling negative charges, companies should let the charges remain in the article, but provide the "other side of the story". Clearly, what's in Wikipedia can affect corporate or brand reputation in a major way. If you want to make a change, use the Wikipedia Help pages to learn how to modify the article or place a new article.

According to the article, PR is emerging as an increasingly vital marketing tool - especially as traditional forms of advertising struggle to catch consumers' attention. The article is worth the read - and good supporting evidence for the value of PR.

The new service is an online dashboard that provides easy-to-use tools for clip analysis and up-to-the-minute media measurement reports available at anytime, from anywhere covering any time period up to one year. The ClipMetrics service provides the tools to measure tone, prominence, dominance, key messages, type of article and spokespersons.

ClipMetrics can also measure the client company against competitors. More information and a free demo on the ClipMetrics media measurement, evaluation, and analysis service is available at http: The Myth of PR Multipliers Multipliers are often used by PR professionals to factor circulation or audience figures when calculating impressions.Advertising Equivalency (AVE), Public Relations Tactics, May Comparing advertising to public relations is like comparing apples to oranges, but evaluations for the return on investment of advertising programs will continue to be applied to public relations as well.

Note: Multipliers to account for the greater credibility of earned media coverage vs.

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paid media coverage should not be used under any circumstances (Weiner and Bartholomew, ; Michaelson and Stacks, ). Broadcast television, cable television, and broadcast radio Use the numbers provided by the broadcast monitoring service.

Multipliers are generally rationalized by users to take into account pass-along circulation and/or to assign a higher value to PR impressions than advertising impressions due . In an article entitled Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures, Mark Weiner of Delahaye and Don Bartholomew of MWW Group argue that the facts do not support the use of multipliers and their use may actually hurt the credibility of the public relations profession.

Editor’s Note: The following primer for Survivalist Snipers is a must-read (and implement) for anyone who is serious about preserving their life and liberty in the event of a worst-case scenario.

During a recent PRSA webinar sponsored by BurrellesLuce I referenced the Institute for Public Relations (IPR) white paper, “Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures” by: Mark Weiner and Don Bartholomew. This prompted many follow-up questions, mostly about the “greater” credibility of editorial content vs.


Multipliers and Advertising Value Equivalency: PRSA