I’m often surprised that so much blood, sweat and tears – not to mention sleepless nights – goes into implementing PR campaigns, but there’s little thought about the end results and what it all means. You got 50 pieces of coverage? Nice output…but what was the outcome?
Linking activity to outcome, whether driving behaviour change, increasing sales, changing perceptions, etc, is the holy grail for any PR. It’s not easy to nail but that’s no excuse for reverting to the scourge of the industry – AVEs.
My Gorkana colleague Richard “Baggy” Bagnall, measurement guru (he’ll hate that), has put together a great piece giving 16 reasons why AVEs do not measure the value of PR and why they should be roundly rejected by the industry.
Eveyone should have a read!
