• The Measurement Standard is the newsletter of public relations measurement and research published by KDPaine & Partners, a Salience Insight company, part of News Group International. Bill Paarlberg is the Editor, and Katie Delahaye Paine is the Publisher. We welcome articles on public relations measurement and social media measurement, see our Author Guidelines.
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August 17, 2011

Another Victory in the War on AVE: Worldcom Says No to AVEs

WorldcomLogoZAP! POP! KABAM! Take that, AVEs!

 For years this blog and its previous newsletter incarnations have been ranting against the use of Advertising Value Equivalency (AVE) to measure the effectiveness of public relations. Of late, thanks largely to events at the Barcelona and Lisbon Summits on Measurement, the tide is turning. More and more organizations and agencies are swearing off AVE.

So, it gives us great pleasure to note that Worldcom Public Relations Group, the world’s leading partnership of independently owned public relations counseling firms, has announced that it has adopted the Barcelona Declaration of Measurement Principles as guidelines for performance metrics. That means, in part, no AVE. Read more from Worldcom here.
--WTP

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in AVEs |

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  • Buddha“Do not believe in anything simply because you have heard it. Do not believe in anything simply because it is spoken and rumored by many… Do not believe in anything merely on the authority of your teachers and elders... But after observation and analysis, when you find that anything agrees with reason and is conducive to the good and benefit of one and all, then accept it and live up to it.”
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