Ogilvy PR Worldwide in Australia has gone one better than many within the collective PR Industry, and has committed to dropping AVE’s as their standard measure of PR performance (as reported in PR Week 29/07/2011).
In June the great and the good of the PR industry resumed their deliberations about the replacement of AVE’s as acceptable performance measures. The meeting in the Portuguese capital was designed to add the detail of the precise measures that PR firms could adopt.
The announcement from Golin Harris that they have restructured their agency comms people into four specialist teams is music to our ears. PR Week has led with a story that shows that there is more than one way to organise a Public Relations Business.
The Kingston Smith survey raises a number of issues regarding the importance of integrated accounting systems. Our clients believe an integrated job costing and accounting system is the best mechanism for synchronising all the business critical activities of the agency.
It’s official now:- column inches as a measure of value are OUT- we are in a different world, and AVE’s (Average Value Equivalents) for measuring media coverage have been exposed as inaccurate, irrelevant and unjustifiable as a method of measuring PR value.
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