Of all things that could potentially contribute to the financial value of a company’s brand, including product quality, customer service, and R&D, public relations has been one of the least studied and understood. We recently conducted a study to take a closer look at the role that public relations plays in building brand value by assessing the statistical relationship between media prominence (a measure of prominence of mentions in unpaid media) and brand value for the 100 companies in Interbrand’s ...

Context Analytics was recently asked to explore the relationship between a client’s media coverage and the traffic to their consumer facing web site, to see how effective their PR efforts were in driving revenue-producing traffic. We also looked at their closest competitors to benchmark the results. We used web analytics data (such as # of monthly visitors) and combined that with data on product-related coverage we already analyze for the client on a quarterly basis. We repeated this process for each ...