June 2004 Focus on Customer Service

So you did it! You drafted a press release that got published. Yeah! But what exactly is that worth? Determining the value of that published release is relatively easy. Simply multiply the number of columns by the length of the story. Then, multiply that number by the publication's rate of advertising per column inch.

So, if your story was two columns wide by five inches long, you acquired a total of 10 column inches. If the paper sells advertising at $15 per column inch, your published story was worth $150.00! Of course, if you track the positive publicity you receive, you must also track the negative. This will give your employer an accurate depiction of your successes. Simply deduct the calculated "worth" of the negative press from the total worth of the positive articles published. And keep up the good work!