The study "2009 Social Media Marketing Industry Report" survey has found that earned media that results from public relations efforts may be more important than advertising to brand value. This is especially true for companies that sell feature-rich, high-involvement and complicated products, Cosmetics Magazine reported.

Some further findings:

• 27% of brand value is tied to the frequency the brand name appears in the press

• 50% of brand value can come from PR (media prominence) for industries whose products require more research before a purchase is made

• 48% of brand value can come from PR (media prominence) for the computing industry

• 23% of brand value can come from PR for the automotive industry

• 20% of brand value can come from PR for the consumer electronics industry

• 19% of brand value can come from PR for the financial services industry

• 4% of brand value can come from PR for the personal care industry.

 

 

Source: Comsetics Magazine; Media Prominence Study/Text 100 & Context Analytics