8. New Practice #8: The Master of the Metrics

Historically, measurement has been a tough practice, even before social media came onto the scene. PR professionals have worked tirelessly to show how public relations can lead to valuable business outcomes for an organization. One of the greatest challenges is to reveal the “tangibles” of PR. However, many professionals decided this translated into impressions (eyeballs) and the value of media coverage, if the coverage were converted to advertising or Advertising Value Equivalents (AVEs). Ask any PR measurement professional and you quickly learn how and why you should move beyond the practice of AVEs, once and for all.

According to the Barcelona Principles, which provide a set of standard practices, ...

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