Brands/Products
Beyond AVE: The Pitfalls of Using Advertising Equivalency in PR Measurement
By Philip Odiakose
In public relations (PR) measurement and evaluation, one metric has long been a topic of debate and scrutiny: Advertising Value Equivalency (AVE). For over a decade, AVE has been used by PR professionals and organizations as a means to assign a monetary value to earned media coverage by equating it with the cost of equivalent advertising space. However, as a Chief Media Analyst with more than a decade of experience in PR measurement and evaluation, I have come to understand the inherent flaws and limitations of AVE, and it is crucial to shed light on why relying on this metric can be detrimental to accurately assessing the impact of public relations efforts.
The Flaws of AVE
Misalignment of Objectives: PR and advertising serve fundamentally different purposes within the marketing mix. While advertising is a paid form of communication aimed at promoting products or services, PR is centred around building relationships, managing reputations, and influencing perceptions through earned media coverage. Attempting to equate the two overlooks the unique value proposition of PR and can lead to misguided interpretations of its effectiveness.
Inaccurate Valuation: AVE relies on simplistic calculations that assign a monetary value to PR coverage based on equivalent advertising rates. However, this approach fails to consider crucial factors such as negotiated rates, audience engagement, message credibility, and the qualitative aspects of media coverage. As a result, AVE often provides inflated or misleading estimations of PR impact, undermining the credibility of measurement efforts.
Lack of Contextual Understanding: AVE disregards the contextual nuances of media coverage, including tone, sentiment, and relevance. Without considering these factors, it is impossible to gain a comprehensive understanding of the impact of PR efforts on audience perceptions and behaviour. By reducing PR outcomes to mere monetary values, AVE fails to capture the qualitative dimensions of PR effectiveness and provides limited insights for strategic decision-making.
Practical Challenges of AVE Implementation
Difficulty in Calculation: Calculating AVE requires access to advertising rates for equivalent media placements, which may not always be readily available or accurately reflective of the value of PR coverage. This can lead to inconsistencies and inaccuracies in measurement practices.
Inconsistent Methodologies: Different organizations and practitioners may use varying methodologies for calculating AVE, leading to discrepancies and a lack of standardization in measurement approaches. This inconsistency undermines the reliability and comparability of AVE data across different contexts.
Focus on Quantity over Quality: AVE tends to prioritize the quantity of coverage over its quality, incentivizing PR practitioners to prioritize securing high-volume media placements rather than focusing on strategic messaging and engagement with target audiences. This emphasis on quantity over quality can distort measurement efforts and detract from the strategic objectives of PR campaigns.
Embracing Alternative Approaches to PR Measurement
To overcome the limitations of AVE and accurately assess the impact of PR efforts, organizations must embrace alternative approaches to measurement and evaluation. Some alternative metrics and methodologies to consider include:
Outcome-Based Measurement: Shift the focus from outputs such as media mentions to outcomes such as changes in brand perception, customer behaviour, and business results. By measuring the tangible outcomes of PR activities, organizations can gain a clearer understanding of their impact on achieving strategic objectives.
Quality Metrics: Utilize metrics such as sentiment analysis, message resonance, and share of voice to assess the quality and effectiveness of PR coverage. These qualitative metrics provide valuable insights into audience perceptions and engagement, enabling organizations to gauge the resonance of their messaging and positioning strategies.
Integrated Measurement Approaches: Integrate qualitative and quantitative methods, such as media monitoring, media analysis, and surveys, to gain a comprehensive understanding of PR impact and audience engagement. By combining multiple data sources and measurement techniques, organizations can triangulate insights and validate findings, leading to more robust and reliable measurement outcomes.
Moving Beyond AVE for More Effective PR Measurement
In conclusion, AVE represents a relic of outdated measurement practices that fail to capture the true value and impact of PR efforts. By relying on simplistic calculations and overlooking contextual nuances, AVE undermines the credibility and effectiveness of PR measurement and evaluation. To advance the field of PR measurement and ensure more accurate and meaningful assessments of PR impact, organizations must move beyond AVE and embrace alternative approaches that prioritize outcomes, quality metrics, and integrated measurement methodologies. By doing so, organizations can gain deeper insights into the effectiveness of their PR initiatives and make more informed strategic decisions, ultimately driving greater success and impact in their PR endeavours.
Philip Odiakose is the Chief Media Analyst and Consultant at P+ Measurement Services and TMKG Consulting, members of the Media Monitoring and Audit Group (MMAG). Both agencies are members of AMEC and PAMRO
By Aduragbemi Omiyale
The customer experience (CX) platform of Zoho Corporation has been updated with new features designed to make CRM more accessible across organisations, not just for sales teams.
The global technology company in a statement said the platform has now been embedded with powerful new Artificial Intelligence (AI) and workflow orchestration features, driven by its in-house AI engine, Zia.
It stated that CRM for Everyone is now generally available globally, with enhanced Zia capabilities and new features like Connected Records and Connected Workflows.
The platform now features several agentic AI capabilities through Zia, allowing users to issue natural language prompts to generate reports instantly, with the ability to review, pause, and edit in real time.
Zia also enables custom module creation using plain language, allowing non-technical users to set up field types, permissions, and module structures effortlessly. Creating workflows is similarly simplified – Zia acts on behalf of the user to automate tasks.
Additionally, a unique “Image to Canvas” tool lets users convert images into functional design elements within the CRM interface, enhancing visual customisation.
The company also stated that CRM for Everyone now has Connected Records and Connected Workflows.
Connected Records automatically link tasks and data across departments, ensuring continuity throughout the customer journey, while Connected Workflows orchestrate tasks across multiple teams, enabling sales, marketing, onboarding, account management, finance, and legal departments to stay aligned with seamless access to contextual information. This ensures customers receive consistent experiences at every interaction point.
“Many people across departments need access to customer information, yet CRMs have traditionally been limited to sales.
“With CRM for Everyone, we’re democratising access and simplifying system use through Zia’s capabilities. Anyone can now create reports, workflows, or even redesign their CRM interface using simple prompts,” the Country Head of Zoho Nigeria, Mr Kehinde Ogundare, stated.
By Modupe Gbadeyanka
A prominent phone maker, Tecno, has launched Camon 40 Premier 5G to revolutionise mobile photography and everyday smartphone use.
The new product from the global innovative technology brand is armed with AI-powered imaging, seamless 5G connectivity, and high-speed performance, driven by an advanced MediaTek Dimensity 8350 processor.
It is marketed in Nigeria by Transsion, and is available at authorized Tecno retail outlets and platforms across the nation.
“The CAMON 40 Premier 5G represents a major leap forward in mobile photography and processing power.
“With MediaTek’s flagship-level Dimensity 8350 Ultimate chipset, users can experience effortless multitasking, smoother gaming, and superior energy efficiency.
“Whether you’re capturing cinematic videos or taking photos in motion with the AI FlashSnap, this device adapts intelligently to your needs by delivering consistently brilliant results with ease,” the chief executive of Transsion, Mr Chidi Okonkwo, said.
Business Post reports that the Camon 40 Series features four models; Camon 40, Camon 40 Pro, Camon 40 Pro 5G, and Camon 40 Premier 5G, each equipped with powerful capabilities to meet the evolving needs of modern smartphone users.
The Premier 5G, in particular, stands out with its advanced imaging system and performance technology tailored for creatives, tech-savvy users and those who value both aesthetics and functionality.
It is also equipped with a Sony IMX890 50MP OIS main camera, accompanied by a 50MP 2x portrait lens and a 114-degree ultra-wide 50MP autofocus camera.
Together, they enable DSLR-level photography, including professional-grade portraits, expansive landscapes and stunning low-light shots.
Additionally, the AI FlashSnap function ensures rapid, ultra-clear image capture even in dynamic scenarios, perfect for content creators and everyday users alike.
On the performance front, the MediaTek Dimensity 83500 Ultimate delivers flagship-level computing with an ultra-efficient 4nm architecture. The processor is built for sustained power, enabling high-speed 5G connectivity, vivid graphics rendering and real-time AI enhancements without draining battery life.
The Camon 40 Premier 5G also includes a vibrant AMOLED display, a vibration-sensing in-display fingerprint scanner, and a 5100mAh battery with 70W ultra-fast charging, providing a sleek yet powerful device that fits effortlessly into modern lifestyles.
With the Camon 40 Series, Tecno continues to redefine what a smartphone can achieve by combining cutting-edge technology with elegant design and unmatched affordability.
By Aduragbemi Omiyale
One of the leading destinations for electronics and home appliances in Nigeria, Jamara Home, has joined others across the globe to celebrate mothers on Monday’s Day observed on Sunday, May 11, 2025.
The company is giving customers the opportunity to show appreciation to their mothers with a variety of top-quality essentials and gifts, including gas cookers for dependable everyday cooking, refrigerators and freezers to keep meals and moments fresh, smart TVs for entertainment that brings the family together, kitchen tools and appliances for enhancing convenience and creativity in the home, and air conditioners for cool and comfortable living.
Jamara Home assured Nigerians it has these products in stock at its showrooms in Lagos and Port Harcourt, Rivers State, to suit every type of mum because every mother deserves to be celebrated in a way that’s as special as she is.
“We see mothers as the unsung heroes of our everyday lives. This celebration gives us an opportunity to express our gratitude and to help our customers do the same through products that are thoughtful, meaningful, and heartfelt,” the Managing Director of Jamara Home, Rabi Jammal, stated.
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