Analytics Mini Case: Assessing the Performance of PR Activities

One of the ways to assess the value of public relations activities is to compare the audience size reached by a public relation message in a particular channel $($ex: newspaper, social media, blogs, etc$)$ to how much money would have had to be spent to buy the same audience size using traditional advertising in those channels. To make the costs easily comparable, numbers are usually reported on a cPM basis $($cost per thousand$).$

Click the icon to view the information about the cost of the event, the total audience reach estimated by each channel, and the CPM for each advertising channel.

Click the icon to view the additional information.

Which of the channels reached the largest audience?

$$ with the $"$PR Reach" value of $($Round to the nearest whole number.$)$