The Media Prominence Study, conducted by Text 100 research arm Context Analytics, found that in industries that involve more research before purchases are made, such as computing, PR can account for nearly half of brand value.
The research investigates the link between media coverage and a company's brand value, as measured by branding consultancy Interbrand's 2008 Best Global Brands report.
‘Our findings reinforce that PR and communications are important and cost-effective tools that deliver real business value - often at fractions of the cost of advertising,' said Text 100 CEO Aedhmar Hynes.
Companies from the computing category, where media prominence is most powerful, included Amazon, Apple, Cisco and Dell. Other categories where brand value is heavily influenced by PR include automotive, consumer electronics and financial services.
‘One of the goals of this study was to demonstrate that the value of PR becomes much clearer when media metrics are tied to business value rather than soft metrics that are only understood by PR professionals,' said Context Analytics VP Nils Mork-Ulnes.
The study's methodology used a combination of headline, lead paragraph and text mentions in independent media coverage that is not paid for by the brand owner. Text 100 is now working on a second report that will examine how the tone of media coverage relates to brand value.