The alternatives to AVE that, actually, really work
In this disrupted and rapidly changing world, being able to usefully measure PR success is more crucial than ever…
AVEs (advertising value equivalents) are an easy, if flawed, way to show how much value you can get from PR. So why does an outdated system still exist in 2017? Tune in to this PRWeek webinar, in partnership with LexisNexis, to learn how new technology can change the way we measure PR success.
Public relations
Big data
AVEs (advertising value equivalents) are an easy, if flawed, way to show how much value you can get from PR. In a rapidly shifting industry, PRs aren’t just targeted on the output of content – clients want to know about outcomes and impact on business objectives. Yet according to PRWeek and the PRCA’s survey conducted in early 2017, more than 35% of UK PR agencies and just over 23% of in-house teams still use AVEs.
So why does an outdated system still exist in 2017? What does new technology bring to the table? In the era of fake news, can psychology help us measure PR influence? And what are the alternative metrics that, actually, really work?
Tune into our webinar, in partnership with LexisNexis, to learn:
- Why AVEs are the wrong answer to the PR value question
- Why AVEs are still in use
- The technologies that are changing the game
- How psychology can bring useful insights
- How big and small data make PR measurement more meaningful
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Thomas Stoeckle leads strategic business development at LexisNexis Business Insight Solutions. He finds innovative, intuitive paths to improve client value through richer insights from content and information analytics. He is also the co-chair of the Institute for Public Relations Measurement Commission. Thomas hosts the Small Data Forum podcast, where recent discussion points include the growing role of data analytics in political marketing, the phenomena of fake news and the loss of trust in factual information.
Juliette has been with Ketchum Global Research and Analytics (KGRA) since 2010 and oversees the management of the group’s global clients. The majority of her work focuses on developing research insights that inform branding and communication strategy as well as measurement of communication.
Paul is active in the communications industry providing advice on measurement best practice via webinars, guest lectures at universities and industry events. He is a member of the AMEC Integrated Metrics Group.
Sam Knowles is the MD of Insight Agents, the corporate and brand storytelling consultancy he founded in 2013. His purpose is to help national and global organisations talk and sound like people. With almost 30 years’ experience in marketing communications, agency and in-house, Sam holds a doctorate in experimental psychology. This is the source of his understanding of human motivation and behaviour and his love of telling stories with data.
Sam has written a book that sets out the principles of his approach to data-driven storytelling. Called Narrative by Numbers: How to Tell Powerful & Purposeful Stories with Data, the book will be published by Routledge in February 2018. Sam is also a founder and regular panellist on the Small Data Forum podcast.