Unfortunately AVE’s main weakness lies in its simplicity; it is usually applied as a stand-alone, one dimensional evaluation. PR measurement requires a more rigorous 360° approach which can and should be applied to each and every PR activity.

At Davies Associates, we not only understand the importance of measurement but we also vigorously use it as a strategic management tool which is as essential to our way of delivering quantifiable PR results as it is to our clients. 

Metrics à la carte 

Talking about the strategic value of measurement is one thing; providing it consistently and using it tactically is another. That is why at Davies Associates we have developed, tested and proven a flexible range of à la carte metrics which we select with clients and use for on-going evaluation and effective programme management. 

While we certainly won't advocate using AVE in solus, its validity comes into its own when used in conjunction with other measurement tools. Our Advertising vs PR case study gives one example of its use alongside a cost-of-impact ratio. 

Full metrics menu

There are other, often overlooked, metrics – like press coverage analysis. At Davies Associates, we do this thoroughly and incisively for clients according to ranked key message take-up, leveraged by country, market, product, target media and volume. Competitor tracking, analysis and coverage measurement at agreed intervals are extremely valuable in assessing the effectiveness of brand and corporate identity development.

Awareness, perception and target audience benchmarkings provide valid, periodic feedback that can be correlated to business performance, as can the positive effects of PR-generated sales leads and data capture.

More metrics for your money 

With continual assessment of every PR activity, Davies Associates ensures every pound, Euro or dollar of our clients' PR spend works harder to deliver measurable business results. And, through regular evaluation, efficiency audits, budget analyses and monthly monitoring of annual plans, we keep programmes on track, on time and on budget.

The solution 
Davies Associates undertook a UK-wide consumer media campaign – including weekly and monthly women’s magazines, broadcast media, and national and regional newspapers. Seasonal promotions were especially important and highlighted particular product lines; special days such as Christmas, Valentine’s Day and mother’s day were a major focus. 

The results 
When the campaign was finished, external press coverage evaluation compared the PR spend with the equivalent spend in advertising that would have been necessary to achieve the same coverage over a designated nine-month period. It determined the advertising value equivalent (AVE) of the PR campaign was £2,017,151 – compared with a PR expenditure of £110,997 – and that the campaign was seen by 76,082,637 members of the target audience. A further monitoring tool, recommended by the UK’s Chartered Institute of Public Relations, is the cost-per-impact ratio. This calculated that every £1 of PR budget “hit” 685 people. By comparison, every £1 of equivalent advertising spend would have reached only 37. 

The timing could not be more advantageous. The government is clearly recognising the industry as a leading player in public and business life – and indeed as a major source of employment in the UK. This is underscored by PR being named recently as one of the top-three career choices of UK graduates. 

While members of the CIPR have been required to adhere to its code of conduct since its founding in 1948, the Royal Charter status means a third-party endorsement of the Institute’s standards. The days of PR practitioners being labelled spin doctors are numbered with public relations now firmly in the era of professionalism, commitment and accountability. 

Many of us pay fees regularly – to our doctor, lawyer, even our PR agency. But the origin of the word may surprise you. In English, fee derives from the Old English feoh meaning cattle, property or money. Likewise, in ancient German fehu meant cattle, giving a nod to the beast ’s importance in the economy at the time, which then inspired a broader use referring to economic value. The Latin variation of the word, feodum, represented anything to do with land, cattle or other assets of value presented as rewards for services performed. 

The Italian origin is of similar ilk – emolumento comes from the Latin emolumentum or the amount paid for grinding or milling. 

The Dutch use either tarief, from the Spanish for price list –tarifa – or honorarium. The latter comes from the Latin honor: a token of honour. Similarly in Spain you would use honorario when referring to payment of consultancy services. Germans today, rather than refer to cattle, would also speak of Honorar. 

Unravelling the secret of longevity is an enigma humans have sought to solve for centuries. In business today, the struggle for endurance continues; longevity is often seen as a hallmark of success and prosperity. In a leafy corner of central London, it seems that Davies Associates has deciphered the longevity riddle; it celebrates more than 20 years in the PR industry.