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‘“I still feel most proud when I get a print story, but it’s rare that anything is going to be seen first in a magazine anymore,” admits an executive at one of LVMH’s beauty brands.

“If you’re in a magazine, it’s still an image-builder,’ confirms Tractenberg, “but it has to be in conjunction with everything else. Everyone now is focusing on online engagement and what moves the needle in sales, which is ultimately the barometer of what is successful. And instead of ad value, it’s earned media value [EMV]: What did this post get for us?”

While PR firms used to measure much of their success by the number of in-book product credits or the length of a feature, they now have far more granular data, like that from Tribe Dynamics, the research firm many brands hire to record and analyse EMV.”

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