I was a bit disappointed by this piece in the Independent - Measuring PR success by column inches is old hat – welcome to a new analysis. I get the Independent at home, so think its generally a sound read.
Apparently the breaking news is that Advertising Value Equivalent is now an outmoded method of PR measurement.
What is the news here exactly? I think it must be at least ten or fifteen years since I have been in a meeting where it was even proposed.
Not sure anyone with any authority in PR ever suggested AVE had any credibility anyway (at least not with a straight face). It was always an obviously lazy and self serving metric.
The piece was disappointing because there's lots of intelligent thinking taking place on measurement, and lots of new technologies being applied to the problem. If you only have time for one source to stay up to speed, Katie Paine is your best bet.
Tags: PR measurement, Katie Paine, The Independent