Priceless PR?

Last week, MasterCard Canada announced that it will donate $160,000 to the City of Toronto to be used to operate the city’s 49 outdoor rinks in the month of December (earlier the city had announced that it couldn't afford to open the outdoor rinks until January). Good for them!

And while MasterCard says that it is not looking for reciprocation from the city in terms of signage or sponsorship, it will reap many other marketing benefits.

I’ve written before about the benefit and need to make all marketing spending accountable and PR is no different. Public relations campaigns can, and should, be measured like any other marketing initiative. Their cost needs to be compared to the benefit you achieve. It is not enough to pat yourself on the back for getting the company in the paper but you need to take a hard look at what the benefit was.

Start by considering the coverage they've received....front page news, radio and TV coverage. One way to measuring the value of this would be to consider what similar coverage would cost for an advertising campaign. My guess is considerably more than $160,000.

Awareness and attitude changes -Change in awareness (aided and unaided) and attitude towards MasterCard. All of the articles I saw focused on the positive – how MasterCard was helping kids get out and skate (contributing to the fitness levels of our youth) and how there were no strings attached (no signage at the rinks etc.) - so my guess is there will be a postive impression created for the public.

Of course, for most organizations the rubber hits the road not with increased awareness but with actual sales. I am sure MasterCard will be watching more concrete metrics too – they want more people pulling out their MasterCard and more applications.

I am sure MasterCard will be watching these measures carefully. No business spends money for solely altruistic reasons.

And for MasterCard’s sake, hope for a cold December and lots of rosy- cheeked kids on the rinks!