Any discussion about communications measurement has necessarily been heated affairs because AVEs and PR Value have been adopted as the default global measurement standard for years.
This was a curious phenomenon because it’s a metric that doesn’t even make sense in the first place. AVEs arose because PR professionals wanted to be able to demonstrate success of their work and the only way they knew how was to quantify the output of what they do – media clips. Read More
At Maverick, we keep a close eye on emerging trends and changes in the communications industry. One of the trends we observed is the increasing demand from organizations for proper measurement and evaluation, as well as data-based insights of their communication efforts.
For some time now Maverick has been strengthening its measurement and evaluation capabilities to use data and purpose-driven strategies to take a brand’s corporate and marketing communications further.
Not everything that counts can be counted, and not everything that can be counted counts – Albert Einstein.
Measurement has been a hotly debated topic in Public Relation (PR) and communications for many decades. Central to this debate has been the use of Advertising Value Equivalent (AVE) as a metric to measure the success of PR and communications efforts.
Mix Magazine edisi Juli 2019.
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Maverick’s commitment to taking measurement seriously in our communications planning involved sending Partner Ong Hock Chuan and Director Monitoring & Analytics Felicia Nugroho to the AMEC Summit in Barcelona from June 12 – 14. Here are their take away from the summit.
It is certainly not business as usual for media monitoring services.
More print publications are closing down by the day, readers have switched to either reading the news online, on digital platforms or relying on links shared on their chat applications such as WhatsApp.