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Tag: PR

You AVE got to be kidding me! Posted on July 25, 2013 by Iosetta Santini

In ye olde days of Public Relations the office was immersed in cigarette smoke, typewriters clattered, and a ruler was always on hand to measure column inches in order to work out the AVE of a piece of coverage. AVE stands for advertising value equivalent and focuses on how much PR-generated media coverage would cost if it was paid-for advertising. The COI described this method of measuring PR as a ‘flawed metric’ in a report in 2010, and PR Week’s

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Research Now in Hello! Magazine Posted on by Iosetta Santini

Hello! Magazine describes itself as providing ‘the latest celebrity and royal news from the UK and around the world’s, a description which does not bring the leading digital data collection provider to mind. Nevertheless, Research Now was in the magazine’s headlines following its survey on the future royal baby on 27 June. At Mustard, we pride ourselves on our ability to listen to, and act upon a client’s need. Research Now wanted to appear in the popular press, so we

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Trade journalists; what they want, what they really, really want Posted on by Lucy Davison

Every different industry and market has a trade media.  These publications hold a mirror up to the industries they cover – the good, the bad and the downright ugly. But I have lost track of the time our PR clients have in the past dismissed their trade media as unworthy of attention or effort.  They always brief us to aim for bigger prizes – coverage in Nationals or international business media.  This is short-sighted at best and can be damaging.

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