Advertising Value Equivalencies (AVEs) have been used across the communications industry for decades. Simply put, an AVE is the cost of buying space taken up by a piece of coverage in print/online/broadcast, had it been garnered through an advertisement. It is one of the many ways to explain the value of PR to anyone unfamiliar with media and interested in justifying PR budget by measuring its return on investment (ROI).
Here are five reasons why we need to look beyond AVEs as a PR measurement tool in this evolving industry.















