Browsing All posts tagged under »evaluation«

The numbers just don't add up

September 10, 2014

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Over four years ago, the global PR industry united to declare the death of AVEs – advertising value equivalents of PR coverage. But recently, they’ve been creeping back in (I now even get a coverage alert from a well-known cuttings service telling me the daily ‘value’ of coverage). The industry needs to, once again, ensure […]

Finding the digital page 94

August 31, 2011

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Getting coverage in the media is often only the start of the battle for communicators. The trick is then trying to understand if people have actually seen, heard or read it. Measuring in broad terms is easy enough – opinion tracking can demonstrate clearly how many people have seen or discussed your story. In print […]

Mum’s the word: We just need proof

January 20, 2011

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‘Mummy bloggers’ can do no wrong. Communities like Mumsnet are influencing politics, individual site authors are fought over by PRs for brand endorsement. But there’s just one thing missing… Proof that these bloggers actually drive sales. But rather than engage an independent research house to find proof (like Cadbury did with GfK NOP to prove […]

PR needs to embrace the chance to show it works

November 13, 2009

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The UK’s Central Office of Information has suggested that advertising value equivalent’s (AVE) are no longer included as part of mandatory evaluation criteria when measuring how well PR campaigns perform. And not before time! You can read my comments either in PR Week or on the website of the company I work for. But, if […]