In ye olde days of Public Relations the office was immersed in cigarette smoke, typewriters clattered, and a ruler was always on hand to measure column inches in order to work out the AVE of a piece of coverage. AVE stands for advertising value equivalent and focuses on how much PR-generated media coverage would cost if it was paid-for advertising. The COI described this method of measuring PR as a ‘flawed metric’ in a report in 2010, and PR Week’s
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