Saying Numbers Out Loud Isn't PR Measurement
An article about PR measurement and the use of AVES published in the Wall Street Journal over the weekend contained quotes just a few PR pros, but shows the vast number of unreliable ways that publicists are calculating the value of PR work.
Max Markson, an Australian publicist representing the kissing couple from the Vancouver Stanley Cup riots (left) estimated the couple’s smooch pic to be worth about $10.5 million in publicity. He told the WSJ that he “pulled the figure out of thin air,” which is both hysterical and really not a good thing.
Front Row Marketing Services calculated $64 million in publicity for American Airlines when it tallied up the value of having the airline’s brand appear on camera repeatedly during the basketball playoffs.
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