Comments on: Time for awards to ban AVEs http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/ Discussion on public relations practice and research Thu, 12 Nov 2009 18:38:37 +0000 http://wordpress.com/ hourly 1 By: David Phillips http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-16 David Phillips Thu, 12 Apr 2007 13:28:44 +0000 http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-16 Simon - you, of all people should know. If it don't get pulled it was bling, spin, hype or an ave. The measure is not first touch, its secondary effect. If there is no evidence of 'your story' in social media, its worth was zip. If the story is covered in social media, it had value (an associated behaviour), If it linked to your web site (a behaviour with intent) its has worth. If you did something because of the link, you added value to the organisation. Its a simple value added sum of money. To put it another way, if the coverage did not affect the tangible of intangible value of the organisation it was a waste of resource. If it did change the value, what investment was put behind it? That is the value of PR. Simon – you, of all people should know. If it don’t get pulled it was bling, spin, hype or an ave.

The measure is not first touch, its secondary effect. If there is no evidence of ‘your story’ in social media, its worth was zip. If the story is covered in social media, it had value (an associated behaviour), If it linked to your web site (a behaviour with intent) its has worth. If you did something because of the link, you added value to the organisation.

Its a simple value added sum of money.

To put it another way, if the coverage did not affect the tangible of intangible value of the organisation it was a waste of resource. If it did change the value, what investment was put behind it? That is the value of PR.

]]> By: Simon Wakeman http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-12 Simon Wakeman Thu, 05 Apr 2007 22:23:13 +0000 http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-12 I understand completely the points you guys are making. The big question I grapple with is what are the measures that we can replace AVE with? Given the fixation with measurability and accountability how can PR prove its worth alongside other more easily accountable disciplines? discuss...! I understand completely the points you guys are making.

The big question I grapple with is what are the measures that we can replace AVE with?

Given the fixation with measurability and accountability how can PR prove its worth alongside other more easily accountable disciplines?

discuss…!

]]> By: End to public relations chicken and egg situation? « Heather Yaxley - Greenbanana views of public relations and more http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-11 End to public relations chicken and egg situation? « Heather Yaxley - Greenbanana views of public relations and more Thu, 05 Apr 2007 17:50:00 +0000 http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-11 [...] egg situation? Posted in Public Relations, Education by greenbanana on the April 5th, 2007 Tom Watson highlights the problem of promoting best practice examples of public relations by [...] [...] egg situation? Posted in Public Relations, Education by greenbanana on the April 5th, 2007 Tom Watson highlights the problem of promoting best practice examples of public relations by [...]

]]> By: David Phillips http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-10 David Phillips Thu, 05 Apr 2007 14:41:58 +0000 http://dummyspit.wordpress.com/2007/04/05/time-for-awards-to-ban-aves/#comment-10 To take up Michael's point to your last post, perhaps we should welcome these people who include AVE's. The cost of press advertsing is falling so fast that the value of PR must be dropping like a stone. the AVE merchant's efforts are as good as there measurement - falling in value by the hour. Presumably this also means that the value of the PR industry is falling as well - congratulations CIPR, you are the agent of de-valuing the industry. Any bids on £2.5 billion down from £3 billion three years ago? At least, when the value of this work is zip, the rest of us can re-build a better model of practice. To take up Michael’s point to your last post, perhaps we should welcome these people who include AVE’s. The cost of press advertsing is falling so fast that the value of PR must be dropping like a stone. the AVE merchant’s efforts are as good as there measurement – falling in value by the hour.
Presumably this also means that the value of the PR industry is falling as well – congratulations CIPR, you are the agent of de-valuing the industry. Any bids on £2.5 billion down from £3 billion three years ago? At least, when the value of this work is zip, the rest of us can re-build a better model of practice.

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