Evaluation
For decades PR practitioners have questioned the value of advertising value equivalent (AVE) as a form of measurement. The Chartered Institute of PR (CIPR) recently reviewed its own position on AVE and Lawson Dodd has done the same. Clients are under increasing pressure to demonstrate what their work is delivering back to the business – and we’re here to make sure they can show off their results.
We believe that the best form of measurement is dictated by the objectives of the individual brand and by the way our clients measure success across the rest of their business. Whether our job is to drive traffic to a website, monitor brand sentiment, measure how many people we have reached with our message or, simply, get bums in seats, we work with our clients to determine what will make a difference to them.
