One of the most pressing (and never-ending) discussions happening across PR is how best to measure publicity work.

Individuals and organizations, like AMEC, are attacking the question with verve. One thing that everyone is slowly coming to agreement on: AVEs are no way to measure success.

In today’s guest post, Natasha Fogel, EVP of global comms measurement and analytics at StrategyOne, Edelman’s research specialty, shuns AVEs in favor of a more “scientific approach.” Click through to read on.

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