Welcome to the continuing saga of AVE metrics. This may be March Madness and April Fools (note the lack of an apostrophe) all wrapped up in two rather unfortunate claims. First, let’s define our issue. AVE (Advertising Value Equivalency) is used to value public relations efforts by attempting to establish what earned media would cost if it were paid media. (Source) The two AVE metrics
Mihaela Vorvoreanu, Clemson University PR professor, offers up an excellent review of the Cone “utter bullocks” claim that “93 percent of Americans believe a company should have a presence in social media” in their survey. The survey seems to be another example of doing a “survey to market your company’s services” effort. An effort, by the way, that we see all too often. Frederic
Growing up in a university family, both parents were professors, I was always surrounded by books. One vivid memory is the encyclopedias and dictionaries that filled our home. Britannica was one of the encyclopedias. Big black books that took up two rows on the main family bookcase. Right next to Britannica sat the Oxford English Dictionary. Again, huge black books filled with information. Then,
OK, I’m going to rewrite the definition of malfeasance in this post. My point is to address a concern / question posed by Alan Chumley, Vice-President for Business Development at Cormex Research, in his post – “Why do so few PR programs have research courses? – Measurement PRoponent / PRomulgator.