I love debates about measurement best practices, so I was thrilled when I saw that the Institute for Public Relations published a paper by Angela Jeffrey and colleagues supporting the use of “weighted media costs” as a replacement for Advertising Value Equivalence (AVE). The paper has already stirred a bit of controversy (also see comments here). But, I think there is some value in the paper that is getting lost in the debate—the more metrics you use to estimate PR ...

If your reaction to the headline was, “what on earth does Web analytics have to do with my job?” you probably weren’t alone. Web analytics might be thought of as the realm of SEO pros and online marketing teams, but it can be an incredibly valuable tool for PR teams too. In fact, Web analytics can give you insight into the value of PR and the types of business outcomes it helps drive in a way that hasn’t been possible ...