PATRICIA THORP, President and founder,
Thorp & Company
AVE can be credible if used by intelligent people who understand both
the strengths and the weaknesses of the system. CEOs and CFOs will see a
significant amount of money in the budget for PR, and they'll want to
see something in black and white to see PR results. For those types of
people, the bean counters, it's good to have a number. You can show them
that they've spent a lesser amount than they would have for advertising
for ...