Less than a month after a majority of PR professional oranizations and attendees to the AMEC Summit on Measurement agreed to the Barcelona Prinicples one of the attendees and a speaker at the conference announced to a "a new service which it claims will allow brands to measure their media and PR coverage online and in traditional media and work out its equivalent value in advertising dollars."
I have two thoughts on how to kill this cancer that continues to invade the body of PR research.
1. Anyone who submits an entry to the Silver Anvil, AMEC Gold Quill or any other industry award that uses AVE, or doesn't tie results to objectives should be rejected outright. Judges, are you listening?
2. If you have signed on to the Barcelona Prinicples you should refuse to do AVEs and boycott any firm that uses AVE.
Here's the beginning of a list. Feel free to add:
Monitoring Firms who deliver AVES:VMS
And those who do not