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 needs to be much more than that. It also needs to be smart. Rather, SMART: Specific – target a specific area for improvement. Measurable – quantify or at least suggest an indicator of progress. Assignable – specify who will do…

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 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…

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…

The rise of the cognitive PR machines

Within two years, 20 percent of business content will be authored by machines or “robo writers,” as Gartner puts it in its list of ten predictions of an algorithmic and smart machine-driven world that the analyst firm published last October. It was a topic I used as a focal point in my presentation about PR measurement and how it’s getting smarter partly through automation that captured close attention from the 50+ PR pros in the audience at a CIPR event…

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