All Whites' value

HOW CAN anyone say the "value'' of international publicity from the All Whites' unbeaten record in the World Cup is $104 million, as your front-page story claimed last week? Calculations that equate editorial publicity to advertising cost are pure hokum. Who is pandora glass beads better off by $104m and how will the value be realised?

The Public Relations Institute of New Zealand aims to bust the myth Best ATO Shoes Online of Advertising Value Equivalents as a measure for editorial coverage because it has no scientific basis.

What you can say is that news of the All Whites' fortitude was circulated or broadcast to x million people in y countries. You could then survey those people to see if their awareness of New Zealand or opinions of New Zealanders improved.

深圳盐田搬家公司

And finally you can track whether something happened as a result, such as doors being opened to New Zealand exporters in South America - and that's where the real value lies.

Publicity will be only one factor.

Tim Marshall

Mt Albert, Auckland

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