AVE to WMC – A wolf in sheep’s clothes?

January 29, 2010 at 5:06 pm 2 comments

The Institute for Public Relations has published a new research paper explaining a new media measurement concept called “Weighted Media Cost”.  But is this anything new – or simply the dreaded Ad Value Equivalent (AVE) in disguise – a wolf in sheep’s clothes? PR measurement guru KD Paine certainly thinks so.

I think that any measurement based on media space generated by PR efforts is bound to be flawed and increasingly illrelevant. Why?

  • Generating media space is rapidly loosing importance as a PR objective – particularly with the growth of other ways that people can obtain information. These measurements typically look at print media – which is a media with a declining readership base
  • Measuring how much media space was generated takes the focus away from the more important objectives to measure – what did PR efforts actually change in terms of knowledge, attitudes and behaviors of target audiences. That’s harder to do, but it’s worth the effort…!

Entry filed under: Communication evaluation, Media analysis & monitoring, PR evaluation. Tags: .

Presenting evaluation results – interactive mapping Measuring the influence of Twitter

2 Comments Add your own

  • 1. KDPaine  |  January 29, 2010 at 7:56 pm

    THANK YOU for this! Love the wolf’s image, too.
    I’m SO frustrated that we’re still taking up time talking about this kind of stuff

  • 2. Glenn  |  February 7, 2010 at 8:16 pm

    Thanks Katie, will be interested in the next developments…


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