Since writing my last post I have come across many articles about AVE or PR valuing. Most noteworthy were articles from the PRIA and its commitment to discourage and not recognise this from of valuing as a valid PR practise. The below is the Position Statement from the PRIA published in 2005.
http://www.pria.com.au/documents/item/2722
I think it's interesting to see the debate that goes on surrounding this topic and its validity and despite my own opinion, it seems most PR consultancies (or their clients) believe it is a necessary tool.
I'd love to hear what others out there think of the topic and if you've had different experiences of the value of PR in your internships!
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