06/08/2026
In PR, direct ROI on editorial coverage is rare — and that’s exactly why it’s worth doing a happy dance when it does!
Most media coverage builds brand credibility and awareness in ways that are hard to quantify.
So when my client Lucy Cooke from SpaceDraft was featured in Qantas Travel Insider last month, we watched closely.
Within days, enquiries started flooding in, phone, texts, word of mouth, website enquiries (from big name brands) — several referenced the article directly, and the timing correlation left little doubt about the source.
This is where editorial earns its place over advertising.
An ad tells an audience what to think.
Editorial coverage carries the credibility of a third party telling your story — and that trust is what converts attention into action.
Not every PR pitch gets to end with a fist pump. This one did 😊