{"id":1290,"date":"2011-04-12T19:43:51","date_gmt":"2011-04-12T23:43:51","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=1290"},"modified":"2011-04-12T19:43:51","modified_gmt":"2011-04-12T23:43:51","slug":"inside-pr-2-49-die-ave-die","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2011\/04\/12\/inside-pr-2-49-die-ave-die\/","title":{"rendered":"Inside PR 2.49: Die AVE, Die!"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_4945\"><audio class=\"wp-audio-shortcode\" id=\"audio-1290-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_249_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_249_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_249_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D1290\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>[display_podcast]<\/p>\n<p>Last week,\u00a0<a href=\"http:\/\/prdaily.com\" target=\"_blank\">PR Daily<\/a> ran an OpEd about the\u00a0<a href=\"http:\/\/www.prdaily.com\/mediarelations\/Articles\/7787.aspx\" target=\"_blank\">difference between advertising and PR<\/a>. The article begins with the differences: one is paid, one is earned. Yep. Totally agree. But then the article takes a time machine back 20 years.<\/p>\n<blockquote><p><em>PR takes the value of advertising and builds upon it based on enhanced impact. Editorial is third-party opinion, so the impact is considered three times that of a paid advertisement. For instance, if a half-page ad in the local newspaper costs $500, then a half-page worth of editorial in the same newspaper would be valued at $1,500.<\/em><\/p><\/blockquote>\n<p>This isn&#8217;t 1990. Publicity is not PR. Advertising equivalencies, or AVEs, were thought to be dead.<\/p>\n<p>Thankfully, <a href=\"http:\/\/www.ragan.com\/Main\/Articles\/8c13facd-f159-4df7-9489-09619ae18892.aspx\" target=\"_blank\">Ragan<\/a> had the foresight to invite a seasoned veteran, <a href=\"http:\/\/twitter.com\/shonali\" target=\"_blank\">Shonali Burke<\/a>, to write a rebuttal, which was done with class and grace, but made a strong point. Even if clients (or your internal clients) are asking you to track AVEs, it&#8217;s your job to educate them they&#8217;re asking for the wrong &#8220;results&#8221;.<\/p>\n<p><a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joe Thornley<\/a> also recommends familiarizing yourself with <a href=\"http:\/\/kdpaine.blogs.com\/\" target=\"_blank\">Katie Paine&#8217;s blog<\/a>, where she provides all sorts of real ways to measure your PR <em>and<\/em> publicity efforts.<\/p>\n<p>Die AVE, die!<\/p>\n<p>In other news:<\/p>\n<ul>\n<li>The <a href=\"http:\/\/prsa.org\" target=\"_blank\">PRSA<\/a> section for agency leaders, <a href=\"http:\/\/counselorsacademy.org\" target=\"_blank\">Counselors\u00a0Academy<\/a>, has its annual conference in Lake Las Vegas next month. If you&#8217;re an agency leader or owner and aren&#8217;t already planning to be there, rethink your conference schedule and get there! And <a href=\"http:\/\/insidepr.ca\" target=\"_blank\">Inside PR<\/a> will do a live recording among the slot machine sounds&#8230;or maybe <a href=\"http:\/\/twitter.com\/martinwaxman\" target=\"_blank\">Martin Waxman<\/a> will bring his sound machine.<\/li>\n<li>Joe attended <a href=\"http:\/\/www.social2011.com\/\" target=\"_blank\">Social 2011<\/a>, the\u00a0Radian6 user conference, where they announced a new\u00a0analytics platform that will allow you to track data from other services, such as Klout. Read more about it on <a href=\"http:\/\/propr.ca\/2011\/insights-another-step-forward-for-radian6-and-social-media-measurement\/\" target=\"_blank\">his blog<\/a>.<\/li>\n<li>Also struck by the composition of the group at the conference, Joe discusses his thoughts on the disappearance of personalities behind brands.<\/li>\n<li>Martin is catching up on <a href=\"http:\/\/www.amctv.com\/shows\/mad-men\" target=\"_blank\">Mad Men<\/a> and is watching the fourth season now. He has <a href=\"http:\/\/martinwaxman.com\/2011\/04\/10\/agency-lessons-i-learned-from-mad-men-part-two\/\" target=\"_blank\">three things he learned<\/a> from the 1960s ad agency: It takes guts, time is of the essence, and we are and always will be a service industry.<\/li>\n<\/ul>\n<p>Do you have comments? Send us an email or an audio comment to insideprcomments@gmail.com, join the <a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a> group, leave us a comment here, message us <a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a> on Twitter, or connect with <a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>, <a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joe Thornley<\/a>, and <a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a> on Twitter.<\/p>\n<p>Our theme music was created by <a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>; <a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a> is our announcer.<\/p>\n<p>This week\u2019s episode was produced by <a href=\"http:\/\/twitter.com\/kristinesimpson\" target=\"_blank\">Kristine Simpson<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] Last week,\u00a0PR Daily ran an OpEd about the\u00a0difference between advertising and PR. The article begins with the differences: one is paid, one is earned. Yep. Totally agree. But then the article takes a time &hellip;<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1290","post","type-post","status-publish","format-standard","hentry","category-pr"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/1290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=1290"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/1290\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=1290"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=1290"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=1290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}