Why AVEs are a BS PR measurement tool
Asia is behind the rest of the world in abandoning the use of AVEs (Advertising Value Equivalents) as a measurement metric for PR success already decried by the rest of the world. The use of AVEs purports to put a financial value on PR work and has been challenged by campaigners for years.
Richard Bagnall, Chairman of AMEC, discusses how the industry can get on the front foot of measurement and embracing it with more effective and appropriate metrics to organisational goals.
Read here to find out how.