Measurement: The Reality Check of a PR Campaign
Is there a Loch Ness monster? Or Has anybody seen the Big Foot? Or are the aliens living among us? These are some of those typical questions with no absolute answers.
Till a few years ago, the question on PR effectiveness or its ability to deliver ROO and/or ROI was also a question with no definite answer.
Traditionally, the success of a PR initiatives has been measured using the Advertising Value Equivalency (AVE) parameter. In this method, the coverage is measured in column Centimeters (CCM) and then multiplied by the advertising rate of the publication in which it has appeared.