Another way to measure PR value One of the communicators I most respect on the planet, Jim Fetig, former head of PR at Raytheon, came to me with an interesting challenge. Some of the folks in his divisions were using Ad Value Equivalent (AVEs) to prove their worth and he wanted to make a standard AVE calculation available to everyone who reported to him.
Losing an Arm vs. Losing a Pinkie For nearly two decades now we've been hearing communications professionals whine about how important it is to measure results, but they don't have the budget for it, or it got slashed from their budget. Enough already.