I’ve been a PR Program Administrator for a little more than a year and during that time, I can count at least three migraines that were brought on by the concept of PR measurement using advertising value equivalents (AVEs). When I was taught how to calculate the value of media coverage using the system, it made absolutely no sense to me. By using AVE, you’re measuring space. Just space. So today, I’m walking right up to AVE, looking it in the eye and saying, “It’s not me. It’s you.” I decided that I’m breaking up with AVE and moving on in search of a sound, comprehensive measurement system, which may be easier said than done.

In June 2010, the seven Barcelona Principles were created at the European Summit on Measurement, organized by AMEC and the Institute for Public Relations. These principles were created as guidelines for sound measurement and evaluation of media coverage. Principle 3: Advertising Value Equivalents (AVEs) Are Not the Value of Public Relations. Why? The phrase “apples to oranges,” comes to mind …

There are many other factors, other than space, that should be considered in a new process when measuring the value of media coverage. Quantitatively, you need to consider audience impressions. Qualitatively, you need to consider tone, prominence and message conveyance, to name a few. Systems that measure all these variables have been explored by other agencies in the past, but the discussion is now at a boiling point with the creation of the Barcelona Principles. Although the creation and implementation of such a process may not be as easy as comparing media coverage to space, we’d be foolish to continue measuring space when we know it’s not the best we can do. After all, opening conversations between publics—whether they are customers or journalists—is at the core of PR and should be the first page in our brag book.

David B. Rockland, Ph.D. said, “Probably the hardest part of transitioning into this system has been getting away from the mindset that more is always better — or that the bigger the stack of clips, the better the results.” Traditional and social media should only be measured if it is important to an organization’s reputation and business. Other experts say this will require a huge shift in mindset. I believe that the shift will need to take place on both the client and agency side. It’s up to us to take the lead on this. After all, we’re the experts.

Yoda once said, “There is do or do not. There is no try.” I vote for doing something. AVE, we’re through.