How much is media coverage really worth?
By Dennis Rutzou

DRPR's clients 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.

September 2004

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