This paper is presented by the IPR Measurement Commission.
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A wealth of studies has demonstrated how PR and advertising impact one another. This study compares Net Positive PR Impressions against advertising creative scores for Hotels.com and AT&T over nine-months. Results show the potential for PR to increase the value of media buys by impacting creative effectiveness.
INTRODUCTION AND BACKGROUND
Much has been written about the influence of advertising (paid media) on business outcomes, and about the influence of PR (earned media) on business outcomes. One fascinating study even compared the two disciplines side by side in a formal experiment to determine whether earned media had a credibility multiplier over paid media. In addition, much has been written about the integrated impact both advertising and PR have on business outcomes.
Until now, however, it appears nothing has been written on how PR impacts advertising creative effectiveness. Since advertising creative is the main driver behind the success of multi-million media buys, PR has a bigger role to play than we ever knew. With the merging of traditional paid/non-paid media channels today, it is crucial to understand the inter-relationships between these media disciplines and how one can influence the other.
Angela Jeffrey, APR, is a national award-winning PR practitioner and long-time PR measurement expert. She is a member of the Institute for Public Relations Measurement Commission, for which she’s authored six papers on linking outputs to outcomes, social media measurement and international media analysis.
Gary Getto is the President of Advertising Benchmark Index. ABX measures the impact of paid advertising for every media type in the U.S. and 20+ foreign countries.