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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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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