On Saturday I secured an in-depth interview for Jane Pye from headhunting and executive recruitment practice Ashley Hoyle.
But the perennial PR question that comes up is: “What is the value of such coverage?”
The Guardian boasts:
- A circulation of near 350,000
- A readership of 1.2m
- A very high percentage of ABC1s
Advertising rates hover around the £50 per square cm, but can go as high as £90.
I would assume that to advertise on a full page is about £20,000 – £25,000.
Then as a PR I could argue that editorial is much more valuable than advertising, so times by….usually multiplied by a ratio of 3-10 to give a truer picture.
And then there is the high Google ranking and the kudos of being in The Guardian, did it help develop rapport or credibility in a pitch or sales call witha client or candidate?
There are further benefits to be measured: link value (from as well as to the piece), extra material for LinkedIn contacts and groups and Twitter and other social media.
And then there is the bottom line question: “Did the client get any inquiries or did it make there job easier when approaching a candidate?”
Then, when I pitch, show my work and get asked, after a “very impressive” response: “What was the benefit to the client?” I can answer: by what measure do you prefer?
Thanks to Leo Benedictus for a great article though – intelligent and witty.