“When assessing the monetary value of publicity, many public relations professionals use a simple equation to put a dollar value on a specific placement. This value is determined by first knowing the advertising value.”
This was just one of the points that we had an issue with while reading.
When it comes to getting publicity, everything does not have a monetary value. Most importantly, you attempt to garner exposure and positive publicity for your client’s company or product. The value in having a front page story or feature story on a client goes way beyond money. As a matter of fact, in my experience, I have never put a dollar figure on any potential placements.
In all honesty, putting a monetary value on any placement is a mistake. It gives a false sense of “victory.” Does paying for a 30-second spot in prime time mean you’ll be a success? No way. Sure, you’ll get eyes on the company or product, but it by no means guarantees anything. Continue reading