WHY AMEC IS RUNNING THE SAY NO TO AVES CAMPAIGN Richard Bagnall, Chair, AMEC

“A grave mistake that’s done more to undermine public relations than any other.” “IPR Journal” 1949

“Matters of advertising should never be submitted for editorial use. “Cheese cannot be compared with chalk” “IPR Journal” 1954

“No sense trying to assess an AVE... “There is no logical basis for financial evaluation.” “Press Relations Practice” Frank Jenkins 1969

“Claiming the press office has produced pounds worth of ‘free space’ is just plain silly” “Public Relations Advances” John Crisford 1973

“AVEs are not the Value of Communication”

“Unethical, dishonest and not supported by research”

“AVEs measure absolutely nothing other than the vanity of those reporting them.”

Client demand for AVEs collapses 2017 Only 18% of clients now ask for AVEs 2010 80% of AMEC members report continuing demand for AVEs as a significant metric Data source: AMEC membership surveys 2010/2017

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Meaningful measurement matters

23/02/2019

23/02/2019

Britain’s No 1 most influential person?

To communicate the right message to the right target audience… What are we trying to do? To communicate the right message to the right target audience… … to achieve an objective

Outputs, Out-takes and Outcomes

amecorg.com/amecframework

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