Opinion: From our Readers - ... while AVE should be dropped altogether

A big thanks to PRWeek for giving a much needed platform to the AVE debate.

Although at Metrica we continue to provide AVE figures for our clients, it is with the recommendation to use it as one of a dashboard of metrics for a rounded picture.

Indeed, as this year's Metrica Numbers show, PR is doing a fantastic job in the face of challenging times yet the AVE data would suggest otherwise. The sooner AVEs are abandoned the better for the PR industry. It is an inherently flawed and archaic measure that has no place in modern PR.

Claire O'Sullivan, director, Metrica

Email letters (200 words maximum) to prweekletters@haymarket.com

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