Mark Weiner, CEO of Delahaye, and I recently co-authored a paper for the IPR entitiled:
Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures
Here is a brief summary of the paper:
PR multipliers are often used by PR professionals to factor circulation or audience figures when calculating impressions. Multipliers are generally rationalized by users to take into account pass-along circulation and/or to assign a higher value to PR impressions than advertising impressions due to a perceived higher level of credibility. The authors argue that the facts do not support the use of multipliers, and their use may actually hurt the credibility of the profession.
You can download a copy of the paper here.
In speaking with colleagues about the use of multipliers, I often hear they would like to not use them, but clients (want/use/demand) them. The PR agency perspective often is that ‘the previous agency used them, so if we don’t use them it looks like we’re not generating as much coverage.’
So what do you think? Do multipliers hurt the credibility of the profession? Are they too entrenched to displace? Do they help us better compete for marketing dollars with advertising?
Thanks for reading, DB