The evolution of measurement

PR has always had an issue proving its worth. For years it has relied on the much-maligned Advertising Value Equivalence (AVE) methodology, comparing the volume area of media coverage to the equivalent value in paid-for advertising space.

Thankfully, with the advent of digital channels and the availability of free analytics tools such as Google Analytics, we can say goodbye to AVE.

PR is no longer just about reputation management. It has a real business role to play. This can be anything from contributing to sales or securing charity donations, to reducing the strain on a call centre.

In this guide, Firefly looks at how PR measurement has evolved and how to evolve PR measurement in the new era of marketing and communications.

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