It has long been said that the unique strength and advantage of PR is that it is much more credible as an information source than advertising.
Over the years, this belief has become entrenched in PR "lore" as a "multiplier" effect where the value of a PR placement is between three and six times the equivalent value of a comparable advertisement.
Three years ago, we started wondering about the existence of this multiplier. After an exhaustive literature review, we found little, ...