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

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

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

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

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

6. “AVEs are not the Value of Communication”

7. “Unethical, dishonest and not supported by research”

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

9. 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

12. Meaningful measurement matters

13. 23/02/2019

14. 23/02/2019

15. Britain’s No 1 most influential person?

16. 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

17. Outputs, Out-takes and Outcomes

18. amecorg.com/amecframework