Measuring PR success - AVEs rejected published July 01 Measuring PR 'value' on the basis of advertising value equivalents was in vogue a few years back. It was something product and brand managers in particular could relate to; and more often than not it showed a favourable comparison between fee charged and coverage obtained. But it's been on shaky grounds for some time and now the Public Relations Institute of Australia (PRIA) has joined overseas PR and advertising bodies in rejecting the use of Advertising Value Equivalents (AVEs) in measuring editorial success. AVEs measure the space generated by PR editorial in a publication, and calculate how much that space would cost in advertising rates. Here's some differences between editorial and advertising space:  Editorial Advertising Appears only if the media feels it is 'newsworthy' or relevant to its audience Is paid for an carefully placed in selectively targeted media                              The original message may be changed or added to as part of the editorial process Says exactly what the company wants to say Is viewed by the readers as the opinion of the media or journalist Is recognised by the reader as paid-for     May be used in a wide variety of media beyond the initial media the material is sent to Is restricted to the media paid for

PR Influences Australian Public Relations Newsletter. Article: Measuring PR Advertising Value Equivalents (AVE) Rejected. Information Content: Measurement & Evaluation