what is pr value?
Pr value is an estimation of the impact of a publication in a medium. It helps PR professionals and clients to make the results of their work tangible. Because the sun rises for nothing, right?
the classic AVE method
AVE (ad value equivalent) actually shows what a publication would have cost if you had purchased the same space as ad space. For example, if you imagine that half a page in a particular magazine would normally cost 5,000 euros, your publication would therefore have a PR value of 5,000 when it occupied half a page in that magazine. The disadvantage, however, is that the AVE method does not take tone of voice, credibility and other context into account. So even if a magazine speaks negatively about your organization, this would still calculate a 'positive' AVE, even though your organization suffers brand damage.
calculate the pr value
At nxt agency, we believe that PR value is much more than a math. Of course, you can try to express a publication in euros, and the classic AVE method helps with that, but if you really want to know the impact of a publication, you should look further. And that's what we do.
We include several factors to provide a realistic picture of the actual value. Because a big article in the weekend supplement of de Volkskrant simply has a different impact than a short article on a niche blog — even if they are both positive.
Let's take you into our considerations:
1. The medium makes the difference
Not every medium is the same, and that is reflected in the value. An item on national television during primetime reaches millions of people and often has more authority. Radio works differently: it is more volatile, but has a high reach among specific target groups.
Many people think that print has lost its value, but nothing could be further from the truth. In this blog, we explain why appearing in the newspaper still has an impact and how that accounts for the overall PR value. However, print depends heavily on circulation and placement, because yes, a front page or cover is simply more valuable than a small message on page 17. Online media, on the other hand, is easily measurable: you can immediately see how many people read, share and click through it. And social media? They often have indirect value, but are worth their weight in gold when it comes to engagement and brand experience.
2. Reach is decisive
How many people read the medium? How big is the print run? What is the online reach of the publication? All these questions weigh in. The larger the audience, the greater the potential impact on your brand or organization.
3. Where you stand matters
The position of a publication in a medium says a lot about visibility. A front-page interview or journal block entry is simply seen by more people than a short message at the bottom of the page or late in the broadcast.
4. How much space do you get?
A short one-sentence quote is different from an extended 800-word article or a three-minute interview. The more space your brand gets, the greater the chance that the message will really get across, and that counts in our valuation.
5. The tone sets the value
Finally, the content is at least as important as the context. Is the publication positive and enthusiastic? Then that has more value than a neutral or negative mention. So we also look at the tone of voice and the sentiment of the piece, because reputation is a sensitive asset.
So, how much is such a beautiful publication really worth? Maybe not exactly in euros, but you bet you'll get richer.
