The short answer
We multiply Ad Value by three to reflect the added credibility and influence of editorial coverage compared to paid advertising.
Why the multiplier matters
Ad Value shows the cost of buying the same exposure as advertising, but earned media works differently. When a journalist, creator, or influencer features your brand organically, the impact is often more trusted and persuasive than a paid placement. The multiplier accounts for this added weight.
Our approach
Online and social media: Ad Value is calculated using impressions, CPM, and channel type. We then multiply that number by three.
Print media: Ad Value is calculated relative to the full-page advertising rate, and then also multiplied by three.
Why three?
Some providers use inflated multipliers (x5, x10), which can overstate results. We apply a standard x3 across all media types to keep PR Value consistent, realistic, and credible.
What this means for you
PR Value is not about showing the biggest number. It’s about showing a figure stakeholders can trust. By standardising the multiplier at three, we ensure your results are defensible, comparable across channels, and aligned with industry best practice.