Let's define PR Value
PR Value estimates the advertising equivalent cost of securing coverage in a publication, outlet, or social channel. It helps brands understand the monetary worth of earned media compared to paid placements.
How do we calculate PR Value?
For online and social media, we calculate Ad Value using impressions, CPM, and media type, then apply a multiplier of 3 to account for the added credibility of editorial coverage.
For print media, we calculate the value relative to the full-page advertising rate, then apply the same multiplier.
This ensures PR Value is consistent across channels while remaining grounded in real market benchmarks.
How to interpret PR Value
PR Value shows the approximate cost of buying the same exposure as advertising. It does not represent actual spend, but rather the market value of your earned visibility.
Why PR Value may differ across platforms
Some tools inflate PR Value by applying high multipliers or inconsistent benchmarks. We apply a standardised multiplier across all media types to provide a realistic and credible measure of value.
Why this matters for brand evaluation
PR Value allows you to translate media coverage into financial terms. This makes it easier to demonstrate ROI and benchmark earned media impact against paid campaigns.
š Next step: Frequently asked questions about our metrics