End of the line for AVEs?

PRWeek Award A month or so ago I had lunch with Danny Rogers, then the editor of PRWeek, now the editor-in-chief of all Haymarket’s marketing and brand titles. One of our many topics of discussion was the Barcelona declaration and I asked him if PRWeek was going to follow the Chartered Institute of Public Relations’ lead and ban advertising value equivalents (AVEs) as an evaluation metric in its annual awards.

The great news is that it has finally banned AVEs from the PRWeek awards. We touched on this at yesterday’s CIPR Social Media Council meeting and Philip Sheldrake suggested that we should shame and humiliate those that still cling to this entirely bogus metric. I’m all for that and for years have been on attacking those daft or weak enough to use AVEs.

About Stuart Bruce

International communications consultant and PR trainer specialising in online public affairs, digital corporate communications, online PR and social media; frequent national media commentator and conference speaker.