Top 3 Questions to Measure Ad Value Equivalency <br />
When someone asks “What’s the Ad Value Equivalency?” are<br />they really asking “Did I get a good deal on PR versus spend...
1. “Is the AVE providing you the most insightful, relevant information?”<br />3<br />Ask …<br />
The most important questions to ask when evaluating public relations activity<br />are: <br />Were objectives defined when...
5<br />Ask…<br />2. “How do you know what customers are saying about you?”<br />
Airfoil Research Director Jennifer Becker has looked at customer data long<br />enough to know that people will believe wh...
3. “Are you the reason you don’t know <br />if your communications campaign <br />is working?”<br />7<br />Ask…<br />
Do you have a pulse on the comprehensive health – not just AVEs -- of your<br />PR plan? Are you continuously evaluating w...
We thrive on challenging, meaningful dialogue about what<br />works – and what doesn’t – within our industry. In a recent<...
10<br />1.866.Airfoil  / www.airfoilpr.com<br />
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Great Ad Value Equivalency Debate

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  • Great Ad Value Equivalency Debate

    1. 1. Top 3 Questions to Measure Ad Value Equivalency <br />
    2. 2. When someone asks “What’s the Ad Value Equivalency?” are<br />they really asking “Did I get a good deal on PR versus spending<br />on advertising?” Likely no. More often than not, clients want to<br />know if they made a strategic decision that supports their<br />objectives.<br />Following are questions every PR professional or business owner<br />should ask when considering the relevance of AVEs…<br />2<br />The AVE debate<br />
    3. 3. 1. “Is the AVE providing you the most insightful, relevant information?”<br />3<br />Ask …<br />
    4. 4. The most important questions to ask when evaluating public relations activity<br />are: <br />Were objectives defined when the communications plan was<br /> drafted? <br />Did the objectives link to the business goals? <br />If yes to the above, did public relations achieve the objective/s?<br />The best time to decide how PR “success” will be measured is when the<br />plan is created. Airfoil is dedicated to making sure our clients’ strategies are<br />on point and meeting their business goals. In this scenario, AVEs are not the<br />hallmark of success and businesses have a dynamic measurement model that<br />can adjust – quickly, strategically – as goals or the marketplace may.<br />4<br />…then consider this AVE insight…<br />
    5. 5. 5<br />Ask…<br />2. “How do you know what customers are saying about you?”<br />
    6. 6. Airfoil Research Director Jennifer Becker has looked at customer data long<br />enough to know that people will believe what experience – no matter how<br />limited that experience -- tells them. Changing this perception isn’t always<br />easy. <br />“Sometimes people’s view of a brand isn’t even based on a real experience,<br />it’s based on an expectation. Today’s 24/7 news cycle makes something old<br />news before it even hits. Or does it? Have we asked the target audience if<br />they understood it the first time…or the second?” -- Jennifer Becker<br />So we encourage clients and businesses engaging in PR to challenge the<br />perceptions, internal or external, and ask yourself, “How do I know?”<br />6<br />…then consider this AVE insight…<br />
    7. 7. 3. “Are you the reason you don’t know <br />if your communications campaign <br />is working?”<br />7<br />Ask…<br />
    8. 8. Do you have a pulse on the comprehensive health – not just AVEs -- of your<br />PR plan? Are you continuously evaluating whether your<br />plan is still aligned with current goals, objectives and business performance?<br />Asking questions is hard, but not asking them might be the reason your plan<br />isn’t going according to plan. Sometimes asking questions positions us as the<br />difficult person in the room, when what we’re really doing is trying to be <br />smarter communicators. Asking questions about the health of your brand is<br />one way to be a better communicator. Using data to answer some of those<br />questions is one way to create alignment and bring teams together to work<br />from a common goal, following the best path. <br />8<br />…then consider this AVE insight…<br />
    9. 9. We thrive on challenging, meaningful dialogue about what<br />works – and what doesn’t – within our industry. In a recent<br />PRWeek,Airfoil Research Director Jennifer Becker faced off<br />against an industry peer on whether AVEs are a viable way to<br />measure PR. <br />Her, and Airfoil’s, position is that it is not. While supporters of<br />AVEs as a metric seem to lean on the “Senior management likes<br />numbers” argument, our experience tells us that “Senior<br />management loves real ROI.”<br />9<br />Final thoughts<br />
    10. 10. 10<br />1.866.Airfoil / www.airfoilpr.com<br />

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