COMMENT PLATFORM: Measuring the precise value of public relations - PR practitioners should concentrate on measuring audience reach of target audiences, not column inches , says Claire Spencer

In the best tradition of Blue Peter, use liberal quantities of sticky back plastic to tack together the cuttings, measure them with a ruler, cost them as equivalent advertising and multiply them by a magical figure to produce an AVE (advertising value equivalent).

by CLAIRE SPENCER, director of planning at

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