How to get the media on board to end AVE

Fearless Girl

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 is well summarised in a white paper published by The Institute for Public Relations in 2003, in which this succinct text appears: We urge you to move away as quickly as possible from statements of the nature, “Our news coverage this quarter was worth $X million in advertising.” Instead, talk about how you achieved your prominence goal, how your coverage gained in prominence over the year, or how you beat out your competitors in terms of the prominence of your […]

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The end of AVE in PR?

If there’s one phrase guaranteed to generate debate in the PR business, it’s ‘advertising value equivalence,’ AVE for short. In simple terms, AVE looks at the volume of space an editorial article takes in a print publication, or the amount of time an editorial audio or video segment plays, and equates its value to the price you’d have paid if you had bought the equivalent-size space or time as advertising. For decades the use of AVE has been a controversial activity, one that has been viewed as unethical by some practitioners and professional associations regarding its perceived lack of validity as a metric to measure the value of a public relations activity. You can read this argument in considerable detail […]

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Call for entries for UK Social Media Communications Awards 2017

For seven successive years, the UK Social Media Communications Awards contest (hashtag: #somecomms) has been a benchmark of good and best practices in the roles and uses of social media in organisational communication. This week, organisers Don’t Panic Events announced the call for entries for the eighth annual competition: The UK Social Media Communications Awards celebrate the very best in UK social media communications and reward the individuals, companies and organisations who are using online platforms to communicate in fresh and innovative ways. The awards are open to all corporate, creative, design, digital, marketing, advertising, media and public relations organisations that are based in the UK. The 2017 awards will attract over 300 digital and communications professionals from across the […]

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Takeaways on #BigData at #EuroComm17

jigsaw puzzle

Like everyone in the contemporary workplace, communicators confront information – data – on a scale unimaginable a decade ago. We’ve all heard the term “Big Data” but do we really understand what this means? Can we see what we must do right now to enable our competitive differentiation, operational effectiveness and early-mover advantage that are essential in the cognitive business era of the coming decade? In a presentation session at the IABC EuroComm 2017 conference in London next week, I’ll be joined by Jonathan Oldershaw, Research Director at Madano in London, to discuss and share information and insights on an area of increasing significance and importance to communicators. You’ll learn how providing colleagues and customers with knowledge and insights will […]

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Submit your entry for the 2017 SNCR Excellence in New Communications Awards

SNCR

The Society for New Communications Research of The Conference Board (SNCR) has begun a call for entries for the 2017 Excellence in New Communications Awards. The winning case studies will be published by The Conference Board and winners will be honoured at its 22nd Annual Senior Corporate Communications Management Conference to be held in New York in Spring 2017. The deadline for entries is Friday February 3, 2017 at 11:59pm PST – just over three months away. Founded in 2005, SNCR is a research and education institution dedicated to the advanced study of how new and emerging communications tools and technologies (such as digital, social media, and mobile) are affecting business, media, health, law, culture, and society. In February 2016, […]

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