Weber Shandwick Says Ad Value Equivalency Not Part of PR Measurement
Another big name has come out against “advertising value equivalency” reports as a measure of PR: Interpublic-owned agency Weber Shandwick.
In a nutshell, the reports attempt to compare the value a brand received from a PR campaign – media coverage, etc. – with the value the brand could have received spending the same money on advertising.
Today, Weber Shandwick endorsed the “Barcelona Principles” for PR measurement, which include a rejection of the reports.
The seven fundamental principles were published last week after being adopted in mid-June by 200 delegates from 33 countries at the 2nd annual European Summit on Measurement.
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