Breaking News! PR is not three times more effective than advertising, at best it's one to one.

Katie Paine from MeasuresOfSuccess.com reported on a study that puts PR into perspective and makes a whole lot of sense: Breaking News! PR is not three times more effective than advertising, at best it's one to one.: "For years, there’s been a myth out there that there is some sort of multiplier for PR that assumes that PR is x times more effective than advertising. The most frequent number used was three, but for years organizations and their agencies have been multiplying their PR “impressions” by whatever number they chose to indicate how much more effective PR is than Advertising. The only problem is that there has never been or will never be any statistical evidence to support this assumption. Dr. Don Stacks of the University of Miami and David Michaelson proved this initially in 2004 and this morning presented the results of phase 2 of their study at the 4th Annual Summit on Measurement. So just to set the record straight: THERE IS NO DIFFERENCE IN IMPACT BETWEEN PR AND ADVERTIISNG. But this is not necessarily bad news. The study was conducted in shopping malls in five suburban locations around the US. A total of 351 people participated. I won't"