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. We’ve listed all seven principles after the jump.

Some are vague, but the rejection of ad equivalency reports is included:
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. Advertising Value Equivalency (AVE) is not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement.