AVE (Advertising Value Equivalent)

AVE, or Advertising Value Equivalent, is a metric used in public relations to estimate the value of media coverage by comparing it to the cost of purchasing the same space or airtime as paid advertising. Essentially, it translates earned media exposure—like newspaper articles or TV segments—into an equivalent advertising cost, allowing organizations to gauge the potential reach and impact of their media presence in financial terms. While it offers a way to measure visibility, AVE has limitations and doesn't fully capture the story's influence, credibility, or long-term effects.