An alternative method of evaluating public relations is to evaluate the cost of the equivalent time or space an article or news item about a company occupied,as if it were paid advertising.

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This is a commonly used method of evaluating public relations called advertising value equivalency (AVE). It calculates the cost of the space or time occupied by a news item and equates it to the cost of paid advertising. However, this method has been criticized for its lack of accuracy and failure to measure the true impact of PR activities.

An Alternative Method of Evaluating Public Relations Is to Evaluate