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PR Glossary
Advertising Value Equivalency (AVE): definition
AVE dates from when coverage was counted in column centimetres. You measured the size of a clipping, applied the outlet's advertising rate, and reported a rupee figure. The flaw is that earned coverage and paid advertising are not equivalent, so the number flatters without meaning much.
International measurement bodies have recommended against AVE for years, because it ignores message quality, sentiment, audience and outcome. A hostile story and a glowing one of the same size can carry an identical AVE.
At Melivana we do not report AVE as a result. We measure what actually moved, such as share of voice, message pull-through, quality of coverage and the business outcome it supported. Any figure we publish is traced to a verified source.
Related service
PR ServicesMedia Impressions
Media impressions estimate how many times a piece of coverage could have been seen, usually based on a publication's audience or reach. They show potential exposure, not guaranteed views or impact. Impressions are useful for scale and comparison, but on their own they say nothing about whether the audience noticed, believed or acted on the coverage.
Share of Voice
Share of voice in PR is the proportion of media coverage or conversation a brand earns compared with its competitors, usually measured over a period and topic. A rising share of voice means a brand is being talked about more than its rivals, which is one of the clearer signals that a PR program is gaining ground.
Media Relations
Media relations is the practice of building and maintaining relationships with journalists and editors to earn favourable news coverage. It covers media lists, story pitching, press materials and interviews. It is the core of most PR programs, because credible earned coverage depends on genuine relationships with the reporters who cover a brand's category.