PR More Powerful than advertising

A recent study has announced results that PR is more powerful and financially rewarding than advertising.

The article published in PRWeek announced that 'The Media Prominence Study, conducted by Text 100 research arm Context Analytics, found that in industries that involve more research before purchases are made, such as computing, PR can account for nearly half of brand value.'

This is a statement that I have argued against my peers (admittedly alot of them advertising and marketing based) but would the results have more clout if the study wasn't conducted by a PR agency in the first place.

'Our findings reinforce that PR and communications are important and cost-effective tools that deliver real business value - often at fractions of the cost of advertising,' said Text 100 CEO Aedhmar Hynes.

I can't help but think this wasn't a wise move considering PR is all about presenting an honest and un-biased image.