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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How brands can get involved with podcasting

A few days ago, I had the privilege of participating in an episode of the CIPR’s C-Suite podcast to discuss the topic of podcasting, especially from the point of view of what the medium can mean for brands. I joined host Russell Goldsmith and podcasters Tom Ollerton and Alastair Cole – hosts of The Innovation Ramble, a new UK podcast that’s “investigating the world of innovation one podcast at a time” – at the Markettiers4DC studios in London in a 40-minute conversation for episode 13 that started with each of us talking a bit about our own podcasts (where I focused on the fact that I’d just stopped doing it). Our discussion then jumped into exploring how brands can get […]

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Making the #CIPRSM redundant

One of the great things about a professional association is that it can be a powerful force for change in taking a leading and proactive stand in helping those in the profession – association members or not – understand and more likely embrace the change if that’s a goal. I see that as a great position the Chartered Institute of Public Relations (CIPR) is now in with regard to social media and where it fits into the broader organisational communication landscape. Social media has been at the forefront of the CIPR’s professional development agenda for some years, especially since the formation of the Social Media Panel (#CIPRSM) in 2010. The Panel brought structure, focus and strong and effective advocacy and […]

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New guide to better understanding social media from the CIPR

Understanding the social media landscape can be trickier than it might seem. In the context of how and where social media fits into traditional marketing and communication activity – what it can deliver, how you benchmark it, how you measure the return on your investment, how to understand and assess the risks of using it – it’s sometimes a bigger picture than many people realize. Today, awareness of and understanding about social media and what it can deliver in a business context is generally high, although I believe too many people lack clear understanding about ‘engagement,’ confusing it with ‘marketing’ (and even ‘selling’). There’s no end of information, guides and people willing to sell you how-to? advice, training, solutions, what […]

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FIR Interview: Adam Parker, RealWire, on the roles of listening and influence

In today’s professional development landscape, a major educational imperative for PR practitioners, marketers and others involved in online engagement is knowing how to find influential voices across the social web: what to look for, where to focus your attention, what tools are there to help you, and where do you start. One man who has the credentials to share insights on such questions is Adam Parker, chief executive of RealWire, the UK media intelligence company, and the founder and architect of Lissted, its new superhuman social listening tool. In this FIR Interview conducted at the CIPR’s PR Show 2013 in London on November 26, 2013, FIR co-host Neville Hobson met up with Adam during one of the breaks between conference […]

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