PR
Press Release / Online News Distribution Services
HRH Media understand the power and potential of Press Releases and Online News Distribution.
- Press Releases “Grow Brand Better”
HRH Media results from Press Releases efforts can be more influential than advertising to brand value, especially for companies that sell feature-rich, high-involvement and complicated products such as consumer electronics, and financial services and vehicles, finds a survey by Text 100 and Context Analytics
Studies have concluded that on average 27% of brand value is tied to how often the brand name appears in the press.
Within markets that produce more research before purchases are made, the editorial content that results from Press Release can account for nearly half of brand value. The computing industry, media prominence accounted for 48% of brand value, or 16 times that of the personal care industry (4%). Also, media in the auto, consumer electronics and financial sectors are 3%, 20% and 19% respectively.
High Involvement Brands Demand Media Prominence
Business that promote high contribution products – where a buyer devotes time and effort in deciding what to buy – have much higher relationship between media importance and brand value than industries selling low involvement products, which are more likely to be bought on impulse.
At the other end of the scale, advertising costs are a foremost gauge only for “low involvement” products, and accounted for very little brand value among “high involvement” products. Advertising accounts for nearly one quarter of brand value for low involvement products, while it accounts for less than one percent of brand value for high involvement products.
“Our goal in carrying out this study was to make obvious that the value of Press Releases becomes much clearer when media metrics are tied to business value rather than soft metrics that are only understood by Public Relations professionals,” “While this study focused on how the volume of media coverage relates to brand value, reputation in the media is often a greater predictor of brand value and business outcomes such as sales than volume alone.”
In businesses that generate powerful connections within the media coverage and brand name value, product managers in these categories need to pay special attention to the way the brand’s value is impacted by its communications activities.
HRH Media is there every step of the way to guide you.