From 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',, 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?', 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',, 18 March). But how to persuade the consumer that the reviews are honestly written by the consumer without some other agenda?

Rob Hartingale.

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