Finding an AVE alternative

Our PR Strategy cover story sparked plenty of debate on how to tap into the true value of PR. Read the feature at MWlinks.co.uk/PRMeasurement, and extracts of reader comments below:

As marketing/PR professionals we’ve become obsessed about proving our worth. Instead we should be demonstrating our value.
If a board doesn’t think that marketing and PR adds real value I don’t think any data is going to change that perception – it all seems open to interpretation.
Neil Cooper

Public relations isn’t defined by media. Media relations isn’t a synonym for PR. So we must not confuse AMEC’s important work with PR measurement and evaluation in its entirety; it is an important component.

Second, I don’t believe that we will have something as “readily understandable” as AVE, if only because AVE was so simple (albeit utterly wrong). Measurement is critical but difficult. How you measure is as unique as the organisation in question, its marketplace, its vision, objectives, strategy and tactics.

If two hypothetical organisations ran the same media relations campaign and got identical output results (eg, ‘column inches’), the outcome (value) will be different because the organisations are different.
Philip Sheldrake

I have searched the article looking for the outcome-based measurement promised in the lead paragraph, but seem to have missed it and read the same article on breakthroughs in PR measurement that has been doing the rounds for circa 20 years.
Is using a score-based on circulation and prominence somehow different to an AVE?
Matthew West

Back in 2010 the PR profession united behind a set of principles that clearly state AVE is not a measure of PR value. Accordingly, the CIPR published guidance for members, which included a toolkit that focused on research, planning and evaluation including guidance on social media, the financial value of PR and looking beyond outputs to evaluate outcomes.

We shouldn’t be looking to ‘replace AVEs with another standardised approach. And as Philip Sheldrake has said previously, measurement is critical but difficult, and is unique to your organisation.

Fundamentally we need to educate the profession and the wider business community (procurers of PR), to understand that measurement can do much more – in pre-campaign planning and post-campaign analysis, and as a means of providing competitive insights and other commercially useful information. PR can be measured, but there are no magic bullets.
Andy Ross (Chartered Institute of Public Relations)

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here