A new paper by Professor Tom Watson presents the history of Advertising Value Equivalency, the discredited-but-still-common public relations measurement technique that the PR world is now in the process of rejecting. Read a summary of the paper, "Advertising Value Equivalence – PR’s orphan metric," on the IPR website, or download it here (fee required).
Don't miss the last couple paragraphs of the summary, in which Watson relates an warning against the use of AVEs from 1949: "This practice has done more to undermine public relations than any other." Today, 64 years later, the demand for AVEs is still strong. Which says a lot about the demand for quick and inexpensive measurement. And, perhaps more importantly, about the unfortunate tendency to view PR as simply a way to get press. --Bill Paarlberg, editor (Thanks to IPR for the image.)