Head to Head: Are the days of media impressions over?
In this series, Mumbrella invites the industry’s senior PR professionals to share their opposing views on the industry’s biggest issues. This week, Agent99’s Sharon Zeev Poole goes head to head with Frank PR’s Laura Jones on the best way of evaluating media impact.
Measurement in PR has always been a topic of furious debate with many believing that advertising value equivalent is a flawed metric. In this debate, Sharon Zeev Poole argues media impressions don’t reflect the true impact of a campaign, while Laura Jones believes that media impressions form an important part of the PR evaluation funnel. So are the days of media impressions over?
Yes, argues Sharon Zeev Poole, director, Agent99
If we’re talking about that galaxy far, far away where AVEs have gone, then yes, the days of media impressions as a means of proving a campaign’s worth are definitely numbered.
Whilst the metric is still there in all its glory in many post campaign reports, with the amount of information and tools available to us these days, it simply doesn’t inform us in the slightest of the
true impact that a campaign has had.
