Industry reports confirm that one of the key recommendations from the consultation is that the advertising value equivalent (AVE) not be included as part of mandatory metrics and is replaced by a cost per impact model.
Simon Francis, head of public sector at Band & Brown, said:
“We welcome the COI’s review of evaluation and the attempts to find a core set of measures to showcase the importance and the impact of public relations.
“AVEs are an outdated, inaccurate measure for public relations that are not based on any sound methodology and no longer reflect the true breadth of agency work. We have been advising clients for some years that evaluation should move away from AVEs and become more based on tracking research and other measures.
“The proposed cost per impact approach is an interesting model which better reflects the media climate we are currently operating in. We would also be interested in exploring whether this model could be expanded to include non-media campaigns as well.
“However, while we look forward to seeing the final standards, we will continue to offer all our clients a full programme of evaluation measures and metrics to demonstrate campaign impact on business or policy objectives. These are defined and measured through message delivery, audience understanding and engagement or behaviour.”
For more information on Band & Brown’s response to the consultation, email coi@bbpr.com or call 020 7419 7000.
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