Frank and Brown

A report in PR Week reveals that 48% of organisations still used advertising value equivalents (AVEs), but did point out that nearly one-third of survey respondents said that measuring coverage through this method was misleading. Thank goodness for that.

Twenty year’s ago it was regarded as an easy thumb in the air type measure – editorial generated by PR is seen as roughly three times the value of adverts the same size – but how clever is that? What about the message itself; was it in the right magazine or newspaper and heaven for bid, the right media channel. The reason its survived so long, despite doubts about its accuracy or relevance, is because it is easy and PR firms are often lazy. That is made worse by clients not asking challenging questions – hence the system is falling behind. (more…)