Ever wanted to say to your client you achieved over 100 pieces of coverage for them in a week? Thankfully for us, we’ve already said that sentence a few times to our clients and largely thanks to our strong working relationship with the newswire service PA Media (Press Association).
If you don’t know, PA is the national news agency of the UK and Ireland and a leading multi-media content provider across web, mobile, broadcast and print.
It essentially feeds every newsroom of every major national & regional newspaper, TV and radio station. PA Media is also accessible by the journalists and businesses who access the Press Association news wire online. This means if you get a client included in PA article, the chances are their name and brand will be seen by millions! But let’s breakdown what that value looks like…
In February, one of our clients achieved 181 pieces of coverage via the Press Association which included 9 national papers because they responded quickly to an inbound request by a PA reporter. The original written article for PA was syndicated and picked up by newspapers and online publications across the country.
The key figures of note were the following:
In terms of total aggregate readership, that came to 446 million. The Ad Value Equivalency (AVE), which is how much the editorial coverage would cost if it were placed as an advertisement with the same media outlet, was $838,265.
The same client achieved another PA hit in January, garnering 176 pieces of coverage. The aggregate readership on this occasion was 392 million with an AVE of $736,695.
So that’s a total of 838 million readers that have potentially seen the experts name and, most importantly, the vendor.
This highlights the power of PR, having a good PR agency and their relationship with key reporters as we have essentially saved the client over $1.5 million in potential advertisement spend.
Needless to say, the client is delighted with the early year results and has already dominated their competitors for share of voice in Q1.
With over 25 years of experience, we have forged strong ties with newswires, newspapers, TV and radio stations, which all know we are the leaders for cybersecurity PR. If you are a cybersecurity vendor and want similar opportunities presented to you, get in contact and we can assist with your PR needs. Email enquirires@eskenzipr.com and a member of the team will get in contact.
