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CommAMMO
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Bill -- if she's in the arts, then Oberlin is a great school, lots of history, tons of great profs and small, artsy town ambiance that's just 35 minutes from the city. Whether she'll make $200,000 soon after is anyone's guess -- I'm a public school guy, myself, so my University of Washington and (currently) Kent State seem fine with me, and at MUCH lower cost. Also, if she's in the performing arts, Baldwin-Wallace College is great... Cleveland's in your future! Cheers, Sean
O'Dwyer's comments are so retrograde I just can't even imagine. If it's all about PR as marketing communications, by all means, let's use AVE! No more of that pesky crisis communication, community relations, reputation management, internal communications, speaker support, CSR, or issues management. We just push product/service, and we do it cheaper than advertising/marketing. That'll work great. Oh, that is, until someone asks to what degree our placements in the shrinking media actually influenced purchase decisions. Specifically. Grrrr. Sean @CommAMMO (BTW, love the Helen Thomas reference...lol)
Gaa! The AVE condemnation asks businesses to REMAIN SILENT. Goodness, it's a long time since game theory class...
Katie -- in game theory, this is a prisoner's dilemma. There are two criminals arrested and separated. Prisoner1 is told that if he confesses, he'll receive a light sentence. If he keeps silent and the other criminal confesses, Prisoner1 will receive a heavy sentence. If both confess, they each receive a light sentence. If both remain silent they're free to go. The best alternative for both prisoners is to remain silent. But each has to trust that the other will remain silent to win the game. Invariably, the prisoners will confess rather than risk staying silent. The AVE condemnation asks businesses to confess, running the risk that other businesses will offer AVE to clients and steal market share. Even if all existing companies stopped offering AVE, someone would (correctly) note the continued demand and start a company offering AVE. This is a demand-side problem, not a supply side problem, imo. You're aware of my somewhat conflicted opinions in this regard. I can't support a boycott -- but will continue the educational campaign, push for more PR education for business people, and strive for better measurement solutions that are as easy to understand as AVE but based on better science. Respectfully, Sean
Katie, Jennifer's comment above shows what we are all up against when it comes to this measure. You know that I'm even-handed in these matters, and have written on the topic a few times. Jennifer's comment: "tangibly show the value of public relations to those who may not know otherwise" is very revealing. The C-Suite understands marketing/advertising from MBA. If every communication activity is part of the marketing mix, the tendency is to see it all in that context. Businesses like AVE because it puts PR in a frame that is familiar and accepted. Five years ago, at the Summit on Measurement, there was animated discussion on the "right" way to do AVE -- actual media cost (not book rates), less actual expenses, with no multipliers and no credit for anything but positive clips. Now there are other means of measuring, but the AVE demand is still there -- it's simple to the point of inaccuracy, and makes too many assumptions, but it's familiar and easy for non-PR folks to "get." See ya soon. Sean @commammo
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Jul 8, 2010