Diana's Supervisor Is Pressuring Her to Figure Out a Value

question 44

Multiple Choice

Diana's supervisor is pressuring her to figure out a value for publicity she earned. Why should she not use the advertising value equivalency (AVE) metric?

• A) Proper evaluation of PR requires more careful thinking about the effects of communication than figuring out what media coverage would have cost if you paid for the space it occupies.
• B) Some publications are not honest about reporting the costs and circulations of their outlets, so this is not a trustworthy metric.
• C) The calculations required would be too time consuming to provide useful insight.
• D) The cost per thousand metric is more universal for measuring public relations value and something every PR professional uses instead.

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Definitions:

Organization Responsibility

The obligations and duties an organization has towards its stakeholders, including ethical conduct, legal compliance, and social accountability.

Mission Policies

Statements or guidelines reflecting an organization's core purpose and directing its strategy and operations.

Employee Self-Assessment

A process whereby employees rate their own job performance and behavior.

Lines Of Advancement

describe clear career progression paths within an organization, outlining potential promotional routes and opportunities for employee growth.