Pr Master Or Newbie?

Explanation
AVEs, or "advertising value equivalency", was a measure created to try and show a monetary value for the "free advertising" you in effect get through PR efforts. So, if a full page story appeared in The Wall Street Journal, you calculated that the story was "worth" the same amount as you would have paid for a full-page ad in the newspaper.

This measure of PR performance has always been dubious. First, large companies rarely paid the full advertising price that would known and listed publicly. Secondly, the measure did not make any distinction between a particularly positive or negative story (meaning, does one mention in a roundup about competitive products "count" the same as a feature on the CEO? Surely not!). Also, the measure has fallen into even more disrepute with the explosion of online and social media. The entire calculation falls apart online, where ads are not valued in size, but in "click-throughs" and in social media, which offer a completely different value proposition.

Increasingly useful measures of PR performance include tone/favorability, share of voice, message penetration, and influencer ranking.

Explanation
According to research by the Corporate Executive Board, 95% of companies say they have an executive or team responsible for public relations and/or communications.

Explanation
A new position that many companies are creating is that of the Social Media Executive. This person is often a part of the PR and communications department, responsible for monitoring conversations in social media like Facebook and Twitter, responding to stakeholders via social media, and integrating social media into PR and marketing campaigns.

Explanation
Depending on the type of company, any and all of the above media types can be valuable to monitor. Increasingly, individuals are getting their news and information from a variety of increasingly niche and segmented sources, and its important for companies to monitor a mix of media from the above groups.

Explanation
Most companies either make a choice between automated and hand-selection of stories for tonality, or use a combined approached. Automated systems have the ability to crawl through and immediately code thousands of stories, making them incredibly efficient. However, most find it necessary to have humans code a sample of important stories to get appropriate levels of accuracy.