Research and Evaluation's tag archives

After AVEs: Valid Public Relations Measures

Posted by David Rockland in March 13th 2012

Join David Rockland for his online training session, “Demonstrating the Value of the Work You Do — Part 3,” on March 20, 2012 3–4 p.m. EST. This public relations measurement training sesssion is free to PRSA members.

Jessica was back. This time she brought her boss Alana, a vice president.

“We have a problem,” Jessica began. “We’ve convinced more clients to stop using AVEs, but they keep asking what to replace them with.”

“And now we are planning for one of our largest global accounts,” added Alana. “The client wants goals with specific key performance indicators and a measurement plan. But the work we do for them covers everything from employee engagement to public affairs to CSR to brand marketing. How do we decide what the right success factors or KPIs are?”

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under: Corporate Communications and Public Relations, Measurement, Research & Evaluation, Professional Development and Training, Teleseminars, Webinars
Tags: Corporate Communications and Public Relations, measurement, Professional Development and Training, Research and Evaluation, Webinars

Advertising Value Equivalency (AVE): What PR Practitioners Need to Know

Posted by David Rockland in February 15th 2012

Jessica was back with a big smile on her face. “Last month, I almost got fired for a media analysis of the Bon Jovi party for the ‘Loved Ones Alarm Clock,’ showing a ‘return’ of $20 million in Advertising Value Equivalents (AVEs).

“After we talked, I measured the quality of the clips and message delivery to the target audience: people who sleep alone. And, we added questions to the client’s tracking survey to figure out increases in awareness and actual purchase. The client was so happy, I got promoted to account executive!”

“Congratulations,” I told her. “What’s up now?”

“This AVE thing won’t go away,” she replied. “A different client is insisting we use them and multiply the results by 2.5, which she says is the ‘standard’ industry multiplier. I explained that AVEs are not the value of public relations. But the client doesn’t want to change what they’ve been doing for a long time.”

This has been a common conundrum following the PR community’s adoption of the Barcelona Principles in 2010 that called for an end to using AVEs. Here’s what clients and PR practitioners need to know:

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under: Corporate Communications and Public Relations, Measurement, Research & Evaluation, Professional Development and Training, Teleseminars
Tags: Corporate Communications and Public Relations, measurement, Professional Development and Training, Research and Evaluation, Webinars

Four Public Relations Measurement Tips To Ensure A Satisfied Boss or Client

Posted by David Rockland in January 6th 2012

Join David Rockland for his online training session, “Demonstrating the Value of the Work You Do — Part 1,” on Feb. 21, 2012 3–4 p.m. EST. This public relations measurement training sesssion is free to PRSA members.

Jessica, a promising new assistant account executive with our firm, requested a meeting due to an “emergency client issue.”

She said that she didn’t understand what went wrong.

“We had this incredible launch of the new Loved Ones Alarm Clock. Jon Bon Jovi played. There were 80 journalists at the party,” she said. “After it was over, I did a media analysis that showed we had gotten 500 hits and 10 million impressions, worth at least $20 million in Advertising Value Equivalents (AVEs). I sent the report to the client. He said that he had just gotten back from a big measurement meeting in Barcelona, had taken a look at the media analysis, and told me if he ever saw something like this again, we would lose the account. What went wrong?”

I asked what she was trying to do with the launch.

“We wanted to throw a great party to get journalists there and create buzz.”

“The client didn’t hire you to throw a great party, Jessica. They hired you to make people aware of this new alarm clock, generate sales and make sure that consumers know the special features of this product. And, when you say ‘buzz,’ do you mean the sound the alarm clock makes?”

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under: Corporate Communications and Public Relations, Measurement, Research & Evaluation, Professional Development and Training, Webinars
Tags: Corporate Communications and Public Relations, measurement, Professional Development and Training, Research and Evaluation, Webinars

Research and Evaluation's tag archives

After AVEs: Valid Public Relations Measures

Advertising Value Equivalency (AVE): What PR Practitioners Need to Know

Four Public Relations Measurement Tips To Ensure A Satisfied Boss or Client

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