Measurement

Why Communicators Must Measure What Matters Not Just What’s Easy

Despite better frameworks, AVEs and vanity metrics still dominate communication measurement. Here's why that must change – and one practical step you can take today to start measuring what really matters.

Measurement

Outcomes Over Optics: Breaking Free from AVE and Vanity Metrics

AVE and vanity metrics still haunt PR dashboards, despite years of critique. In this post, I reflect on the FIR Interview with Richard Bagnall and why a generational shift may be needed to change the narrative - starting with 22 reasons to say no to AVE.