Wildfire launches new lab initiative to quantify value of PR

Wildfire has announced the launch of a new lab research project that aims to offer quantifiable evidence of the value offered by PR services.

The tech PR agency's team of scientific experts will conduct a series of novel experiments to more closely examine the effectiveness of PR campaigns, with the stated intention of maintaining strict lab conditions.

As part of this effort, the agency recently asked 100 people to review a mock podcast that discussed the issue of audio quality in headphones, with one set endorsed by a third-party audio expert within the podcast, while another was promoted during an advert break.

When asked to choose from a selection of headphones, more listeners selected the product endorsed by the expert over the one promoted in the advert, thereby demonstrating the benefits of PR compared to more basic forms of advertising.

Debby Penton, managing director of Wildfire Labs, said: "Measuring the impact of PR is an issue that is causing a lot of head-scratching at the moment, and we are delighted to be in a position to offer conclusive evidence that PR does indeed work."

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