Marketing Communications by John Egan

Author:John Egan
Language: eng
Format: mobi
ISBN: 9781473908635
Publisher: SAGE Publications
Published: 2014-10-19T22:00:00+00:00

PUBLICITY

One of the major functions associated with PR is that of publicity. Publicity is normally described as a series of positive messages about an organisation, its brand(s) or its employees designed to improve the image of the organisation or brand. Positive brand associations, it is suggested, develop sales over time but, as with advertising, it is almost impossible to measure the effect of publicity in anything but the broadest of terms. Proxy measures are used to gauge the success of an ongoing publicity campaign. The most extensively used measure is media evaluation (according to research by Metrica, 90% of organisations use media evaluation – Siegle 2005). Media evaluation is, according to the Association of Media Evaluation Companies, ‘the systematic appraisal of a company’s reputation, products or services, or those of its competitors, as measured by their presence in the media’ (cited in Theaker 2011: 255). This evaluation is carried out either in-house or by media evaluation specialists and, by way of estimating the value of publicity, an approximate Advertising Cost Equivalent (ACE) is established. Media evaluation of this type has long had its critics but at the very least it shows how frequently and in what context the organisation has appeared on the media agenda (see Insight).

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