Scarlet H BrandThe Barcelona Principles were introduced to the public relations measurement industry at the AMEC Measurement Summit in Barcelona five years ago. As a way to measure our industry’s progress on compliance with these Principles, we thought it would be interesting to see how many of this year’s speakers and sponsors are still offering AVEs. Turns out that:

  • 4 out of 15 sponsors still offer AVEs.
  • At least 6 of the speakers are from companies that still offer AVEs.
  • Even more disappointing is that 32 of the 37 speakers (86 percent) have not pledged to support the Principles and the measurement standards that resulted from them.

The Measurement Mavens: Those who have pledged.

Congratulations and thank you to the four AMEC Measurement Summit speakers who have pledged to support measurement standards:

  1. AMEC
  2. General Electric
  3. McDonald’s
  4. Prime Research
  5. BurrellesLuce

The Measurement Menaces: Those who have NOT pledged.

The AMEC Measurement Summit speakers that have not pledged to support the standards are listed below. We award them the Scarlet H for Hypocrisy. Particularly of interest are those agencies that have played such a large role in getting publicity for Measurement Week/Month.

  1. L’Argus de la Presse
  2. Bright House Networks
  3. National Cattlemen’s Beef Association
  4. Cision * also offers AVE
  5. Cleveland Clinic
  6. EBA
  7. Gorkana * also offers AVE
  8. HM Government UK
  9. Impact * also offers AVE
  10. Infometric
  11. Isentia * also offers AVE
  12. Kantar Media News Intelligence * also offers AVE
  13. Ketchum
  14. KPMG
  15. Lewis PR
  16. Moreover Technologies * also offers AVE
  17. Newton Media
  18. Nissan
  19. NLA
  20. Bill & Melinda Gates Foundation
  21. Ogilvy PR * also offers AVE of social media
  22. PR News Russia
  23. PRCA
  24. Retriever
  25. Skanska AB
  26. Social Eyez
  27. The Swedish Institute
  28. UNICEF
  29. Unilever
  30. United Minds
  31. UT Sydney
  32. Weber Shandwick

We’ll be measuring the impact of of this article by keeping track of the number of Menaces who either pledge or no longer offer AVEs. Stay tuned for updates. ∞

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Showing 3 comments
  • Ricardo

    If you use Google translate you will be able to see another horrid example of AVEs being used in Spain. The mortal remains of Cervantes (author of Don Quixote) were recently uncovered and the city of Madrid released this press release saying the economic value of the press coverage worldwide was along the lines of 78 million euros. You will see a spanish company (member of AMEC and host to two summits) mentioned in the article:

    • Katie Paine

      You are SO right. Interesting that the study was done by the company about to buy Cision and Vocus in the US.

  • Mark Stouse

    AVE’s are a bust and a lie, if only because of what the V stands for: Value. But the dollar figure reflects the Cost of buying the same space in the same publication or channel, not the Value of that space. Any CFO understands the difference, and if you use AVE’s with a CFO you will have smashed any claim to being a business person that you might have cultivated.

    As a tertiary metric, Ad Cost Equivalency (ACE) is interesting to many CFOs, who simply want to understand the relative cost of different approaches to getting the word out. It is simple, straightforward and relatively representative. But if you use this adapted version of AVE, please don’t make it one of your top metrics — at best, it is a third-tier stat that deals with cost-effectiveness, not Value.