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More than a third of UK PR firms use 'meaningless' AVEs for measurement - ICCO PR
Article by Robert Smith, PRWeek PRCA director general Francis Ingham has labelled AVEs “an entrenched vanity project” that are “not fit to be called measurement”, although new research suggests more than a third of UK PR agencies currently use them. Ingham’s sentiment is shared by many of the 132 agency-side and in-house PR professionals who …