• 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.
  • KDPaine & Partners offers customized research and consulting services for public relations and social media programs. KDPaine & Partners provides its clients with the insight and knowledge they need to measure the effectiveness of their communications efforts, and to help them make better, more informed decisions for their organizations. We can help you with your existing program, and we can help you develop a new program. We have over two decades of experience helping clients define Key Performance Indicators (KPI's) and establish measureable goals. Half-day and full-day workshops available. Click here for more information on KDPaine & Partners' services.

Search

Subscribe to this blog's feed

Measuring the Networked Nonprofit

Measure What Matters

  • “A tremendously good book… it’s a treasure... An absolute doozy of a read.”
    -- reviewer Bob LaDrew, FIR

    Katie Delahaye Paine's great little book Measure What Matters shows organizations of all sizes how to evaluate and improve their public relations and social media efforts. Order Measure What Matters now.

The SocialEyez Weekly Top 5

  • Here are the five most popular social media topics during the past week in the Middle East.
    1. (POLITICS) Benghazi bomb blasts draw user outcry.
    2. (ART) Episode 15 of Arab Idol stirs controversy over "Wild Card" use.
    3. (RELIGION) Sheikh Odah’s social media activity spikes.
    4. (SOCIETY) Egyptian officer killed in Port Said drug bust.
    5. (SPORTS) Egyptian rivals Ahly, Zamalek in same African Champions League group.
    This research covers May 12th – May 16th, 2013. Read more at the SocialEyez blog.

« The More Facebook Fans You Have, The Fewer You Reach With A Post | Main | The Measurement Lesson from Election 2012: Data Made the Difference »

November 19, 2012

CIPR to Use Multiplier of Zero in Evaluating Award Entries that Use AVEs

Judges_score_zerosThe Chartered Institute of Public Relations (CIPR) has announced that any entry in its 29th CIPR Excellence Awards that uses advertising value equivalency (AVE) will be given a score of zero for research, planning, measurement, and evaluation. [sound of enthusiastic applause]

This is one more nail in the coffin of the discredited measurement technique, following on the 2010 Barcelona Declaration and the IPR's denunciation in the same year. Reached for comment, Katie Delahaye Paine, publisher of this newsletter and longtime AVE opponent, said, "Yes!!! I've been arguing for years that measurement awards should reject entries that use AVEs. I just wish other organizations had the balls to do the same thing for their awards programs."

Read More: Barcelona Principles Report Card: How Do 12 PR Awards Programs Measure Up?

--WTP (Thanks to WIM for the image.)

in AVEs, The Measurement Industry |

| | | | |

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451658a69e2017c33c610b5970b

Listed below are links to weblogs that reference CIPR to Use Multiplier of Zero in Evaluating Award Entries that Use AVEs:

Comments

Feed You can follow this conversation by subscribing to the comment feed for this post.

Verify your Comment

Previewing your Comment

Posted by:  | 

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been posted. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Get us every month as a free email newsletter:

  • Just type your address here and click GO
    For Email Marketing you can trust

New Every Morning at 7:30 am...

Become a Fan

Great Minds on Measurement

  • 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.”
    —Gautama Buddha

The Daily Stat from Harvard Business Review

Measurement Maven Honor Roll

Recent Blog Posts on Measurement