Learning to measure and measuring to learn

The CIPR is in the process of updating its research, measurement and evaluation guidelines (PDF). The current edition is dated March 2011 and harks back to when I used to chair the CIPR's measurement deliberations; the current initiative is being led by Matt McKay and Martin Turner. Here's a short but important extract from the […]

How many Tweets make a Like?

If you're looking for an acid test as to whether an organisation is centred in this social world, as to whether they have a marketing and communications strategy that integrates social media cogently and coherently rather than bolts it on, listen out for questions like this: How much is a tweet / retweet / follower […]

The ROI of Public Relations – Friday Roundup

The AMEC European Summit of 2010 is famous for killing anyone's lingering hopes that advertising value equivalence (AVE) represents any kind of measure of the value of PR. As I like to say, AVE is a specious sum based on false assumptions using an unfounded multiplier, only addressing a fraction of the PR domain. <sarcasm>Apart […]

Friday Roundup – Goodbye AVEs

Following establishment of the Barcelona principles in June this year and the annihilation of any idea that AVEs (advertising value equivalents) represent the value of public relations, AMEC (the Association for Measurement and Evaluation of Communication) has moved on to ask two questions: What are the “validated metrics” to replace AVEs? How do you get […]

Friday Roundup – AVE v SWA

AVE. Three little letters I thought had been dragged and dropped into the PR waste basket some years back. Right next to "column inches", you know what I mean. Yet I have come across Advertising Value Equivalent no fewer than four times this week, coincidentally and oddly. The first definition returned by a Google search […]