How much is media coverage really worth
How much is media coverage really worth
Many companies try to compare unpaid media coverage with advertising costs, and calculate a dollar amount for each article based on the size or 'column inches' published and how much it would cost to place an advertisement that size in the same publication. This is not an accurate method of comparison.
Most readers know a paid advertisement is prejudiced by the company telling people how good its own product is in order to sell the product or service. But an article written by a journalist can provide an unbiased view and offers objective credibility to a company and its products or services.
When measuring the value of media coverage there are some important points to consider:
• Did it reach your target audience?
• What was the quality of the medium it appeared in?
• Did it achieve your objective/deliver your key messages?
• Was the tone positive or negative?
• How does it compare to coverage of your competitors?
Consistent media coverage can increase awareness of your company and will often result in an influx of people visiting your website, making enquiries or buying your product or service. However this action may not be instantaneous.
The time lapse between media activity and action from the general public will vary according to the type of product or service. It is important not to rely solely on media coverage to achieve the desired level of exposure for your company's product or service. Instead, it should be part of an overall public relations plan.
Advertising is also valuable for repetition and consolidation of key messages.
How much is media coverage really worth - To learn more about this author, visit Dennis Rutzou's Website.
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Businesses are commonly featured in newspapers, magazines, on radio and in trade media, but what does this mean for them? How much is media coverage really worth?
Many companies try to compare unpaid media coverage with advertising costs, and calculate a dollar amount for each article based on the size or 'column inches' published and how much it would cost to place an advertisement that size in the same publication. This is not an accurate method of comparison.
Most readers know a paid advertisement is prejudiced by the company telling people how good its own product is in order to sell the product or service. But an article written by a journalist can provide an unbiased view and offers objective credibility to a company and its products or services.
When measuring the value of media coverage there are some important points to consider:
• Did it reach your target audience?
• What was the quality of the medium it appeared in?
• Did it achieve your objective/deliver your key messages?
• Was the tone positive or negative?
• How does it compare to coverage of your competitors?
Consistent media coverage can increase awareness of your company and will often result in an influx of people visiting your website, making enquiries or buying your product or service. However this action may not be instantaneous.
The time lapse between media activity and action from the general public will vary according to the type of product or service. It is important not to rely solely on media coverage to achieve the desired level of exposure for your company's product or service. Instead, it should be part of an overall public relations plan.
Advertising is also valuable for repetition and consolidation of key messages.
How much is media coverage really worth - To learn more about this author, visit Dennis Rutzou's Website.
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 How much is media coverage really worth
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| Businesses are commonly featured in newspapers, magazines, on radio and in trade media, but what does this mean for them? How much is media coverage really worth? |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) Jay Kubassek is a Canadian born entrepreneur, internet marketing genius, professional speaker, international real estate developer/investor, executive film producer, extreme sport enthusiast and a passionate supporter of several charities worldwide. In 2007, Jay's vision and dedication to help other entrepreneurs and business owners duplicate his marketing success led to the creation of his fourth company CarbonCopyPRO, an internet marketing firm already worth over 15 million dollars that has over 20 employees and contract workers with clients is 12 different countries. Jay resides in NYC with his girlfriend Jamie, three year old son Milo and dog Cooper. As executive producer he recently premiered his first film in the 2008 Cannes Film Festival. As an adventurist he is racing the 2008 Baja 1000 off-road race and is a member of the 2008 U.S. National Elephant Polo Team, The New York Blue who will be representing the US in the 2008 World Championships in Nepal. Visit Jay's Blog: www.JayKubassek.com - Visit Jay Kubassek's Website |
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 Dennis Rutzou (Visit Dennis's Website) Dennis Rutzou Public Relations is a full service communications consultancy drawing on the resources of a diverse range of people with a wealth of experience. Our clients employ us because we understand that public relations is as much a business discipline as it is a function of communication. We work with clients according to defined objectives and pride ourselves in the highest quality of work. We can offer results through a range of service areas. Each area of service can be applied to any industry. Dennis Rutzou Public Relations is a member of the Public Relations Institute of Australia (PRIA) and Dennis Rutzou has served as a President of the Public Relations Institute of Australia (Victoria). DRPR is also a member of the Registered Consultancies Group (RCG).
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