The AVE (advertising value equivalence) approach to PR measurement and evaluation was simple. And utterly wrong.
It’s a specious sum based on false assumptions using an unfounded multiplier and only addressing a fraction of the PR domain – a greater waste of time and effort you couldn’t hope to find.
Measurement and evaluation is essential, but requires real strategic understanding, diligence and perseverance. For me, it represents yet another distinction between the 21st Century PR professional and the 20th Century practitioner.
The CIPR launches its guidance on social media measurement today. As chair of the CIPR's social media measurement group, I'm particularly keen to learn what you think. I'm afraid it is no silver bullet, and that's simply because there will never be a silver bullet.
Here are the links:
To the social media measurement guidance page on the CIPR's website.
