The debate on PR measure continues in different parts of
the globe. And it shall not cease anytime soon.
This piece on PR measurement, in the Inquirer Business online
looks into Measuring public relations and publicity programs and is right in highlighting how AVE can be a
completely wrong yardstick in measuring the success of your public relations
outreach programs.
Just to highlight one particular hazard : public relations measure by AVE –
the column centimeter/earned media metric - does not reflect in its count how
much was in positive coverage and how much in muted/negative coverage.
A classic example of this is Shri Narendra Modi, Chief Minister of the Indian state of Gujarat. Would it be fair to think that the PR
outreach for him is a success just on the basis of the coverage? Would’nt it be
naïve to think that all coverage is positive coverage?
Does it make the sense out of AVE as a PR measuring tool?
Not really.
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