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 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: