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June 21, 2011


mein tenu samjhawan ki

impressive man :-)

Katie Delahaye Paine

Thank you both Linda and Mike for great responses. As you are well aware, I see my role to be the provocateur because I'm willing to take the arrows that come with leading the charge. I will continue to focus the spotlight wherever think it can do the most good. Right now, it is at the highest levels of the organizations that frequently pay the bills

Linda Locke

Yea verily, Katie. I see my some of my corporate clients reporting AVE - given to them by their agencies - and it's clear there is a chicken-and-egg question. Are the clients insisting or are the agencies recommending? Or is it the math-anxiety issues that weakens our profession? The people who have built their careers on AVE and clip poundage are in charge, and if those tools have made them successful then they are going to keep using them. However, there are so many good and getting-better measurement tools being embraced by emerging leaders that I think change is indeed coming.

Mike Daniels

We all, I’m sure, regret that the entire PR world hasn’t simply rejected the discredited AVE metric overnight. However, eliminating the mindset that views AVEs as a reliable and credible metric is a process, a collaborative effort to re-frame the measurement debate to eliminate AVEs and to move us forward.

The quest to write AVE's final obituary is an ongoing task - one that involves many global PR associations, PR agencies large and small, measurement companies, in house communications and marketing professionals, academics and commentators. Our progress since Barcelona has been far reaching and deep - it's clear that there's no going back for the industry. Of course it can sometimes feel like a slower process than we would ideally like, but I'm confident it will begin to move faster because of the common position the industry took at Barcelona. From my own experience, having been involved in the industry for some 20 years. I believe we have made more progress in the past year, since Barcelona, by working together on this issue, than in the previous ten years of fragmented and individual efforts.

The best way to make our progress faster would be to focus on developing and using tools like
AMEC's Valid Metrics
grids to help educate PR professionals around the world about the alternatives to AVE. When I present the Valid Metrics to PR practitioners, it is really gratifying to see how quickly and easily it gives the audience a new frame of reference and a new vocabulary to inform their thinking about metrics... One where AVE simply doesn't exist any longer.

Barcelona was a crucial event, when the industry set the floor to acceptable measurement standards, including the rejection of AVE. The Lisbon Agenda was always designed to provide just what it says in the title - a set of priorities that the industry, collaboratively and collectively agreed should form the basis for debate and further research over the coming years. It's an enabling initiative - not as eyecatching perhaps as the Barcelona Principles, but equally important in the long run.

AMEC actively seeks to encourage robust debate around the best ways to ensure AVE sinks from sight as quickly as possible - we welcome divergent views. But it's important to remember that our progress has been so strong in the past few months because our debates were constructive, collaborative and thoughtful - that must be the best way for us to reach our shared goal.

Mike Daniels
Chair, AMEC

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