A new and unseen stakeholder group was identified at a London conference today as being pivotal to better measurement practices being adopted by clients and their PR agencies.
Two speakers, Pete Devery, Senior PR Manager for Microsoft EMEA and Stephen Waddington, Managing Director, Speed Communications, told the AMEC "Big Ask" conference of examples where AVEs were being specified in a PR brief. For Pete it was because Brand Managers had written a product PR brief. In Stephen’s case, where the author of an RFP had specifically referenced the use of AVEs as a measure.
It seems we need one final push to bury AVEs when everyone believed this would happen as a result of the Barcelona Principles. More and more it seems clear that the route forward – the only way forward – is for the industry and sister trade associations worldwide, is to join together in an education campaign.
It’s only November but as Christmas decorations/cards/special coffee brews are already in the shops (and depressingly I saw my first Christmas tree complete with lights today), let’s go a step further.
Professional New Year’s Resolution #1: Make Measurement Matter – Educating the Client.
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