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Is "AVE" dead in PR?

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Manage episode 513267937 series 3241047
Content provided by ThePublicRelationsPodcast. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by ThePublicRelationsPodcast or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

"Advertising Value Equivalents" are supposed to be dead, yet CFOs keep asking for them. Meanwhile, clients want backlinks, CMOs want digital metrics, and AI is rewriting the measurement rulebook daily.

So how do PR and comms teams actually prove value in 2025?

In this episode, I talk with Neha Bahri (Bconnect Communications) and Tarunjeet Gujral (Nucleus PR / PRPOI) about what’s really happening on the ground in India’s PR scene — and why it matters globally.

We cover:

  • - Why some CFOs still cling to AVEs

    - What else clients are demanding

    - How AI is reshaping measurement and what comms pros need to track now

    Some of the takeaways

  • 1) AI rewards earned media — the more credible your coverage, the more likely it is to be surfaced by tools like ChatGPT.

    2) Educate CMOs early — if they don’t understand how PR differs from digital marketing, they’ll pass the wrong expectations up the chain.

    3) CFOs will still demand AVEs until educated otherwise — you may have to provide them as a “translation” alongside more modern measures.

    4) Backlinks remain a visibility metric — clients see them as proof of quality and traffic, even if they oversimplify PR’s role.

    This episode is for anyone stuck between old-school AVEs and new-school metrics who needs to show results without losing their sanity.

    GUESTS
    Tarunjeet Rattan - Nucleus PR - www.nucleuspr.in

    and

    Neha Bahri Bconnect Communications - bconnect.co.in

    SUBSCRIBE
    - Video and Audio links here - https://thepublicrelationspodcast.com/listen/
    Or search for "The Public Relations Podcast" on all good podcast apps
    CONNECT WITH ME
    - LinkedIn - https://www.linkedin.com/in/richard-midson/
    - Website and newsletter - https://thepublicrelationspodcast.com/

      continue reading

    176 episodes

    Artwork
    iconShare
     
    Manage episode 513267937 series 3241047
    Content provided by ThePublicRelationsPodcast. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by ThePublicRelationsPodcast or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

    "Advertising Value Equivalents" are supposed to be dead, yet CFOs keep asking for them. Meanwhile, clients want backlinks, CMOs want digital metrics, and AI is rewriting the measurement rulebook daily.

    So how do PR and comms teams actually prove value in 2025?

    In this episode, I talk with Neha Bahri (Bconnect Communications) and Tarunjeet Gujral (Nucleus PR / PRPOI) about what’s really happening on the ground in India’s PR scene — and why it matters globally.

    We cover:

  • - Why some CFOs still cling to AVEs

    - What else clients are demanding

    - How AI is reshaping measurement and what comms pros need to track now

    Some of the takeaways

  • 1) AI rewards earned media — the more credible your coverage, the more likely it is to be surfaced by tools like ChatGPT.

    2) Educate CMOs early — if they don’t understand how PR differs from digital marketing, they’ll pass the wrong expectations up the chain.

    3) CFOs will still demand AVEs until educated otherwise — you may have to provide them as a “translation” alongside more modern measures.

    4) Backlinks remain a visibility metric — clients see them as proof of quality and traffic, even if they oversimplify PR’s role.

    This episode is for anyone stuck between old-school AVEs and new-school metrics who needs to show results without losing their sanity.

    GUESTS
    Tarunjeet Rattan - Nucleus PR - www.nucleuspr.in

    and

    Neha Bahri Bconnect Communications - bconnect.co.in

    SUBSCRIBE
    - Video and Audio links here - https://thepublicrelationspodcast.com/listen/
    Or search for "The Public Relations Podcast" on all good podcast apps
    CONNECT WITH ME
    - LinkedIn - https://www.linkedin.com/in/richard-midson/
    - Website and newsletter - https://thepublicrelationspodcast.com/

      continue reading

    176 episodes

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