Week 6 Lecture - Georgetown University MPPR - 750
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The document discusses various methods for measuring trust and public relations effectiveness, including advertising value equivalencies (AVEs) and more advanced metrics like cost per message communicated (CPMC). It notes that AVEs are flawed because they treat all media coverage equally regardless of tone or credibility. CPMC is presented as a better option that accounts for how many key messages from PR efforts are actually communicated through media placements. The document also discusses defining key publics, setting measurable goals, and analyzing trust measurement data to identify potential issues before they become crises.
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Week 6 Lecture - Georgetown University MPPR - 750
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