Measuring and analyzing the value of PR is an essential part of our work here at Complete Public Relations. PR adds value. Sure, you can use paid advertisements and get a picture in the paper, or 60 seconds on the television, but are people really remembering what they saw? Do they even really care? With PR, you can get valuable coverage in different forms of media that readers, viewers, and subscribers trust.
Articles vs. Advertisements
EyeQuant, a German artificial intelligence software company that offers predictive eye tracking for websites, found out what exactly people will look at when a page loads. Their recent study suggests that our attention isn’t really drawn to faces, big text, or even the magic word: “free.”
The study showed that people would look at a websites headline or search bar over pictures of models. It also showed that people often overlook huge typography—even when it was advertising a sale. Instead, people would focus on the smaller fonts on the page. People tend to focus on the smaller texts because that is where the information really is and that is what they can benefit from.
News vs. Commercials
Sure, television can create some of the most memorable ads, but when was the last time you sat and actually watched the commercials between your programs? You aren’t alone. 86% of viewers skip ads between programs whether they are flipping through other channels or watching on the DVR. If they’re not flipping through channels, they’re probably staring at their phone screens.
People know that commercials are a form of paid media and it can’t always be trusted. If you or your company gets on the news, then people know they can trust it. We’re here to get you the coverage you need to get your name out there.
What’s a good story worth?
A good story can increase sale and profit margin while helping establish your brand. . A good story creates free media. Unlike paid media, having a good story on the news generates trust from the community and that is exactly what your company needs. Besides, as we mentioned before, articles do better than advertisements and news stories get more views than commercials—and you don’t have to pay to get airtime on the news or in the paper.
Getting your business on the news can be tricky without a PR person guiding you along the way. We know what it takes to get something in the paper or on the evening news.
