PR Campaigns - Monitoring & Evaluation
Advertising Value Equivalent is a very much disputed method to measure the PR efforts invested. However, it is still the most used method present in our region.
There are quite a few reasons for it and they gravitate around the fact that AVE is a very illustrative way for companies and clients to show where necessary, thus close to hear and useful; the other one is that the PR professionals actually do not have relevant knowledge or tools which would replace the existing habits.
Here are some of the very strong arguments that PRSA stated recently.
In our Chapter 4 team the rule is that there are no rules when it comes to the evaluation. We value its importance highly and pay a great deal of attention to the measurement, as it is an integral part of the strategic communication cycle. The tools we use however are not pre-set . Quite contrary, they are tailor made and thus depend on the client in question, project duration, content and scope. Definition of measurement tools is a part of the strategic councel and planning phase. Our advice is to enable ongoing monitoring, so that the communication milestones and results are received timely, which shows us best the progress, how the environment is responding, shapes adequate decisions and if changes are necessary.