Jerry Ward: It’s not a shameful act but putting a dollar sign on your press coverage misses the point

IT is a question that has challenged the PR industry for the past few decades – how do you value the coverage generated by your media relations? As Scott Douglas writes, 'Bang for your buck – why measuring the value of news coverage isn’t a shameful act', the simplest way has been to physically measure it and multiply it by the advertising rate. Bingo, a lottery-sized win of advertising value.

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