The Media Relations Multiplier
This 10-minute conversation with
Mark Weiner, president of
Delahaye and author of
Unleashing the Power of PR: A Contrarian's Guide to Marketing and Communication, takes a close look at the myth of the media relations multiplier.
This discussion is based in part on Mark's study, co-authored with Don Bartholomew, entitled "
"Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures", which was published by the Institute for Public Relations. But our conversation extends beyond multipliers, and Mark discusses his research at Delahaye that puts a value on media relations as part of the marketing mix.
And that's the paradox of our discussion. You'll learn that multipliers cannot be blindly applied and should not be used, but that studies indicate that media relations provides one of the highest returns on investment of any element of the marketing mix.
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An Interview With Andrew Laing, President, Cormex Research, Inc.
This 15-minute conversation with Andrew Laing, president of
Cormex Research Inc., Canada's leader in media content measurement and analysis, will help us take the next step along the continuum of media relations measurement.
Andrew believes that media relations measurement should generally be conducted in three areas: exposure; awareness; and attitudes.
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Media Relations Rating Points
This is a 20-minute conversation with
David Jones, senior vice-president of
Fleishman-Hillard in Toronto, in which we discuss the development of
Media Relations Rating Points (MRPs).
Although they don't measure attitudes or behavior, MRPs are a good place to start if you're: 1. Canadian, and 2. Determined to get away from advertising value equivalencies and advertising multipliers when attempting to measure the ink and electrons you've generated.
The system is quite simple to operate. You can download the Excel spreadsheet for free. Audience circulation data is then supplied by
News Canada for an annual fee of $725.
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An Interview With Logan Flatt, CFA
This is a 15-minute conversation with Logan Flatt, CFA, president of
ROI Solutions, a unit of Tribal DDB Worldwide.
As a “measurer of marketing,” Logan provide his insights into the communication measurement process and his view that the ultimate goal is “to measure changes in behavior.”
If you’re interested in bringing Logan’s perspective to a future media relations campaign, you can contact him at Tribal DDB’s office in Dallas, TX, at +1 214-259-2737.
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