The PR Guru

June 21, 2013

THE DEATH OF AVE

There has been much debate in PR circles over the past few years, on the future of the industry.

A few months ago I blogged about the need for the industry to change, and belatedly it seems the head honchos have come up with a solution – particularly on the tricky subject of PR measurement.

It’s always been a problem because practitioners have focussed on outputs like the amount of articles generated, and their value in advertising terms (AVE), rather than the actual impact their work had on their clients’ businesses.

We’ve been guilty of it as well, partly because it was an easy way of demonstrating our worth, and partly because it was the best option out there.

Our view was always that if we generated quality coverage – eye-catching pieces, with an nice photo or two – that this would constitute a good return on investment, because it would be more likely to generate a response.

These pieces would cover more space and therefore have a greater advertising value than smaller ones (which are read by fewer people too).

We stand by that – quality coverage for clients will always be one of our key objectives.

However, AVE has been discredited as a measurement of PR success, because it was outdated and raised more questions than it answered.

There are a number of reasons for this, which are explained here.

In a nutshell, the industry is taking a more scientific approach, setting targets which mean more bottom line benefits for our clients.

They include increased web traffic; increased sign-ups to e-zines; increased revenue through advertising, sponsorship and ticket sales; improved web rankings; and reduced costs.

We are fully behind this approach. These types of benefits can all be easily measured, and will have a positive impact on the finances of our clients.

Some might see this as a daunting prospect, because the industry is losing the AVE safety net.

We’re excited by the changes because they will be a massive boost for us – we will be able to demonstrate, finally, just how important PR is for businesses, and safeguard the industry’s future as a result.

#saysomethingpositive

Richard Swancott Associates provides bespoke PR and social media campaigns for businesses of all sizes and descriptions. Through their partners, they also offer search engine optimisation, email marketing, and telemarketing services.

All campaigns come with money-back guarantees, based on our performance. So if you don’t get a good return on your investment, you don’t pay anything!

For further information, contact Richard Swancott Associates on 01782 472035 or info@richardswancottassociates.co.uk.

 

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1 Comment »

  1. […] I said in a recent blog, PR is now moving away from the old measurement model, which focussed on output (how much coverage […]

    Pingback by NEW PROJECTS… | The PR Guru — July 10, 2013 @ 1:20 pm | Reply


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