Tag: measurement
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Public Relations is at the Crossroads of Measurement and Standards
In the landscape of public relations, two critical issues continue to challenge our profession: the persistent use of Advertising Value Equivalency (AVE) as a measurement metric, and the ongoing debate about licensing PR practitioners. These seemingly disparate topics are, in…
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How to Enhance Brand Measurement with the New ‘Share of Model’ Marketing Metric
A compelling new concept in marketing metrics could be the next level in marketing measurement as AI adoption grows: the “share of model.” This AI-focused metric measures brand visibility and associations within AI-generated content by tracking brand mentions in the…
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Can we finally ditch AVE in PR please?
Some years ago, Advertising Value Equivalency (AVE) was a hot topic in PR industry discussion. The discussion focused on an increasingly widely-held view that AVE is a discredited measurement metric for public relations. AVE refers to the practice of estimating…
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Why your communication goal must be smart and measurable
As every communicator knows you start your communication plan with a measurable goal, one that lets you demonstrate whether or not the outcome of executing on your plan achieved the goal you established. To be genuinely worthwhile, though, a goal…
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How to get the media on board to end AVE
One of the hurdles along the road of seeing an end to the “advertising value equivalence” (AVE) measurement metric that’s decried by many in the PR and measurement communities is persuading organisations to stop using it. The issue with AVE…