On 13 October, the PR Measurement Summit returned to Dubai for the first time in several years. But the themes were familiar. Many speakers at the summit were still lamenting the prevalence of advert-
ising value equivalents (AVEs) as a measure of PR success.
Mazen Nahawi, CEO of Carma, the measurement firm that organises the summit, was asked by one speaker to estimate the prevalence of vanity communications. He quipped that it is still as high as 50 per cent.
That is, half of public relations is driven by clients whose primary motive is to see themselves in print or on other media channels.
To attribute this to vanity might be a little harsh. Speakers at the summit conceded ignorance
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
