The International Association for Measurement and Evaluation of Communication (AMEC) is hosting its third European Summit on Measurement in Lisbon this week (it started yesterday and ends tomorrow) and AVEs are once again a hot topic.

AVEs, or Ad Value Equivalency, has been a controversial metric for eons. The Barcelona Principles, unveiled last summer, state specifically that “AVEs are not the Value of Public Relations.” However, PR measurement standards have yet to be decided. In an effort to move the process along, AMEC and the PRSA announced a collaborative effort late last year.

In a conversation with PRWeek, David Rockland,¬†AMEC director and global head of research at Ketchum, said, “One: better techniques, and two: client education, and that’s really what this conference is all about.”

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