Opinion: Gut feel and AVEs should be extinct by now
Many years ago, before I jumped ship for a career in the media, I went through a comical ritual with one of my PR clients who would compare the weight of the cuttings file that month against the previous one. Never mind the content - the heavier the file, the more satisfied he felt that he had managed to extract maximum value from his consultancy. Given the sophistication of evaluation tools now on the market, I presumed that this kind of farcical scenario was a peculiarity of an earlier phase in PR's development. So it came as something of a sobering surprise when a recent PRWeek survey unearthed the fact that much of the industry is still relying on that old standby, gut feel, to assess effectiveness.
Sign in to continue
Need to activate your subscription?
Domain/Group Subscriptions
Click here >>
Individual Subscriptions
Click here >>
Need to activate your Subscription
Company Wide Subscriptions
Click here >>
UK Individual Subscribers
Click here >>