Posted on December 30, 2005 10:42 am by Shel Holtz | Measurement
John Wagner wasn’t too impressed when Katie Paine introduced a new metric she dubbed PR Value Ratio. Wagner, owner and principal of Houston-based Wagner Communications, has posted several subsequent items that elaborate on his position that communication measurement is overrated and will never be a priority. While Wagner finds some measurement valuable, he sums up his dismissal of measurement as a…
Posted on December 28, 2005 11:03 am by Shel Holtz | Measurement
Mention AVE (advertising value equivalence), and you’ll get eye rolling from any PR practitioner worth his or her salt. The idea of equating column inches of media coverage to the value of paid advertising is ludicrous, so much so that the Institute for Public Relations considers it unprofessional. So when one of Katie Paine’s most important (and favorite) clients asked for help…
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