More than a third of UK PR firms still use 'meaningless' AVEs for measurement

PRCA director general Francis Ingham has labelled AVEs "an entrenched vanity project" that are "not fit to be called measurement", although new research suggests more than a third of UK PR agencies currently use them.

by Robert Smith
PRCA chief Francis Ingham has said AVEs are not fit to be called 'measurement'
PRCA chief Francis Ingham has said AVEs are not fit to be called 'measurement'

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