From prweek.com/uk: Feedback - Should we replace AVEs with a different tool?

It is good we are moving away from using AVEs ...

Hat tip to PRWeek. It is about time we moved away from a measurement tool that compares us to another marketing discipline ('PRWeek Awards no longer accepts AVEs as criteria change', prweek.com/uk, 22 March). And equally, Return on Investment? Let's start thinking about Return on Engagement. The Barcelona Principles guide the industry in the right direction and assist it in moving away from the tails of those in ad-land.

Julio Romo

... but what do we use to measure success instead?

That's interesting - AVEs have been one of the main tools to show a client ROI, so what is the new way of measuring media success and ROI?

Elizabeth Fourie

It is essential to have a good crisis plan in place

This series of articles on reputation management ('Reputation management - No such thing as bad publicity?' prweek.com/uk, 24 March) highlights the growing need for good crisis communications experts, as well as the imperative of having a strategic crisis plan firmly in place well in advance of any event.

Keith Trivett

'Independent' reviews need to be authentic

It certainly will change the way that people do research before paying for a service ('Qype appoints Rooster to drive brand consumer awareness across UK', prweek.com/uk, 18 March). But how to persuade the consumer that the reviews are honestly written by the consumer without some other agenda?

Rob Hartingale.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.

Former White House press secretary Dee Dee Myers to join Warner Bros

Former White House press secretary Dee Dee Myers to join Warner Bros

Warner Bros has appointed former White House press secretary Dee Dee Myers as EVP for worldwide corporate communications and public affairs, effective September 2.