Advancing communications measurement and evaluation

AMEC To Crush AVEs

Welcome news from AMEC’s Global Summit in Bangkok: The first global, industry-wide effort to rid communications measurement of AVEs (Advertising Value Equivalency). Congrats to AMEC, the International Association for the Measurement and Evaluation of Communication, for finally stepping up and putting its full weight behind an initiative to eradicate AVEs and its derivatives as metrics in public relations work. (Read more about the problems of AVEs in these articles.)

Richard Bagnall, AMEC’s Chairman, announced, “It’s time AVEs stopped being a talking point in our industry. We will be investing significant time and resources to kill off finally this derided metric. Now is the time to kill it off completely once and for all.” Bagnall said new industry research showed the client demand for AVEs had dropped from 80 percent in 2010 to just 18 percent this year.

The AMEC board has unanimously committed the organization to eradicating demand for the invalid metric. New initiatives will include:

  • Creation of a global online educational resource center to show why the metric is invalid.
  • All AMEC members to sign an undertaking that they will not provide AVEs by default to any client. Any client that requests AVE as a metric will receive standard educational material explaining why the metric is invalid and should not be used. They will be offered alternative metrics instead.
  • Further improvements to AMEC’s Integrated Evaluation Framework to make it easier to use, and to choose metrics to replace AVEs.
  • Increased funding for AMEC’s Global Education Programme to educate PR and communications professionals in measurement best practices.
  • Working with PR award organizers around the world to introduce a zero-scoring policy if award entries include AVEs as a metric. AMEC members will not provide an AVE as a metric for any award competition entry.
  • Working closely with academics and PR practitioners to help them help AMEC kill off AVEs.

Read more here.

According to Katie Paine in The Measurement Advisor, Mark Westaby, co-owner of Crescendo Consulting and Spectrum Insight, has created a two-question survey to determine how much support there is for the initiative. The main question asks:

How strongly do you agree or disagree that PR industry bodies, such as the CIPR, PRCA, AMEC and ICCO should ban members from using AVEs?

Go take the survey now.

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Bill Paarlberg
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Bill Paarlberg

Bill Paarlberg co-founded The Measurement Standard in 2002 and was its editor until July 2017. He also edits The Measurement Advisor newsletter. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
Bill Paarlberg
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