Implementing activities in the area public relations we want to know if they bring measurable benefits. The ave public relations indicator, i.e. the equivalent of advertising value, is used to measure PR. How to measure it? And is it worth calculating it?
AVE indicator - what is it?
Measuring the results of PR activities is not a simple task. How to prove their impact on the financial results of our company? The AVE public relations index, which was used for the first time in the 1940s, comes in handy. The abbreviation AVE (Advertising Value Equivalent) is exactly advertising equivalent. This is an indicator that helps public relations agencies evaluate the effectiveness of your actions. It is expressed in the amount of money that would have to be paid for a given article, taking into account its size, rank, or the number of readers of the publication.
Realistically, an article on the front page has a completely different value than a small column at the back. In the case of a newspaper or a television programme, the surface area of the article and its duration are taken into account. On the other hand, on the Internet, for example, the number of page views is taken into account, i.e. the number of articles published on it within a month.
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ANDVE public relations - does it still make sense?
In the era of universal Internet access and development social media, and above all influencer marketing, the AVE index is increasingly difficult to calculate and increasingly meaningless. Short, two-sentence texts posted on blogs or Instagram are often more effective than an exclusive interview, hence it has little to do with page size and number. Moreover, the AVE indicator only takes into account the length of the message and its location. There are many others that are effective marketing indicatorsthat will help you estimate the value of your PR. It is worth knowing and using all of them. You don't have to do it in person - public relations agency may be the best solution.
