Katie Paine: PR is doomed (if PR pros think clippings/AVEs are effective measurement) (from Ragan.com)

The fact that people — professional PR people— are saying they think that measurement is collecting clips and calculating AVEs, we’re doomed as a profession,” says Katie Paine, CEO and founder of KD Paine & Partners. “There’s absolutely nobody at the board level or CEO level of any organization that would accept any of the measures that these people seem to think are measurement.

And this just doesn’t make sense: “Most survey respondents listed clippings as the most effective tool, at 77 percent. However, among respondents who actively measure PR, just 60 percent said clips were effective.”