Opinion: Letters of the Week - Measurement in PR has changed a lot over the past 20 years

Measurement in PR has 'not changed in 20 years' (prweek.com/uk, 9 July)? We disagree.

Twenty years ago, measurement was bags of press clips that were then pasted into a book, defined by the size of the pile. Today, computer dashboards deliver the coverage very close to real-time.

If there was a measure of 'value', 20 years ago it was AVEs. Have they disappeared? No. But they are going away. Twenty years ago, market mix models did not include earned media driven by PR. Now, it is a standard practice.

Andre Manning, V-P, Royal Philips Electronics and David Rockland, partner, Ketchum.


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