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    Katie Delahaye Paine (twitter: KDPaine) is the CEO and founder of KDPaine & Partners LLC and author of, Measuring Public Relationships, the data-driven communicators guide to measuring success. She also writes the first blog and the first newsletters dedicated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of question in order to help her clients better understand their relationships with their constituencies. People talk, we listen..

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« Chances are that case you're building might be based on a some very rotten data | Main | This perfectly summarizes AVEs. »

May 11, 2012

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AVE advocates contend that the value of a placement is equal to the cost of purchasing an equivalent amount of time or space and that a news story of a particular size or length has equal impact to an advertisement of the same size. At this time, there is no known factual basis for this assumption as no research exists to confirm whether this is true.[iii] The Barcelona Principles, established by a consortium of PR industry trade groups in 2010, states that Advertising Value Equivalents (AVEs) do not measure the “value” or “return on investment” of public relations and do not inform future activity; they only measure the cost of media space (where even the “cost” of an advertisement may not derive value or ROI for the advertiser). As such, AVEs are rejected as an evaluation concept for public relations

Sara Evans

I recently took a public relations research class where we learned the extreme importance of the measurement step of a plan. I always thought that the money would do the talking in the end, but as I’ve learned, and like your post mentions “some degree” of improvement isn’t necessarily valuable to an organization. On the advertising end of things, the money is easier to measure. In public relations, sometimes you won’t even have money to gauge your success.

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