Seven Things You Will Learn in This Week’s Issue of PR News


  1. The interactive—and jolting—Old Spice Muscle Music video earned 7.3 million views the first week of launch. (p. 2)   2. It’s wrong to equate CPMs (cost-per-thousand) with AVEs (advertising value equivalent). (p. 3) 3. On average, 8.8% of a brand’s followers really engage with them on Twitter. (p. 3) 4. To reach a wider audience for its 2012 fashion show, The Heart Truth team recruited three Latino celebrities as models. (p. 5) 5. As News Corp’s phone hacking scandal played out, executives appeared more defiant than apologetic. (p. 6) 6. Thus far, the BBC’s much beloved status has stood it in good stead during a current crisis. (p. 7) 7. To launch its ITT Way program, the company hosted 150 global leadership delegates at a four-day meeting. (p. 8)

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