OMG: The AVE debate (again!)

pr-momentI’m a big fan of the work that trade associations do but sometimes I think they can do more harm than good. Hence my blog on PR Moment on why the PRCA shouldn’t be trying to ban AVEs.

“AVEs are tosh. They tell you nothing about the success of the campaign and provide you with no insights to enable you to improve your planning and strategy. What do you do if you generate coverage on the BBC? Take the ITV advertising equivalent and double it – to allow for the objectivity of the BBC. This was a model that was common when I started in PR in the mid 1980s and is as alien to the modern PR as the typewriter on my first desk or the fax machine in reception.”