Dr Mumbo

A kiss goodbye to ROI

Max Markson, who recently signed the Vancouver kissing couple as clients ahead of their return to Australia, appears to take a fairly unscientific view of how PR is measured.

In an article in The Wall Street Journal, the publicist was quoted as saying that the $10.5m in publicity he said the kiss photo was worth was a number that he “pulled out of thin air” because the journalist he was talking to was on deadline.

Which is only slightly less scientific than what appears to be his remuneration policy. According to the piece, Markson multiplies news coverage by five when working out ROI. “It’s an indicator, it’s not something they will live or die on,” he said.

Which is just as well.



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