Has PRSA taken a public stance on the use of advertising value equivalencies (AVEs) or audience multipliers?
A. Today, much of the industry discussion concerning measurement is shifting away from the use of volume of clips, social media activity, AVEs, multipliers, etc., as barometers of public relations’ effectiveness, and toward outcome measures that show how public relations is driving business performance. That said, PRSA neither encourages nor discourages the use of AVEs or audience multipliers.
