Re: "Measurement Focus Shifts to 'Share of Discussion'" (June 29) Angela Jeffrey, VP of PRtrak clarifies that while Ad-Value Equivalency is not an effective measurement in and
of itself, it still has value for PR. Ad costs are essential in calculating so-called "Share of Discussion" (which measures the quality and quantity of competitive media coverage)
accurately. Share of Discussion, using ad costs, is fully 12.4% more accurate than audience impressions and 25.6% more accurate than the raw clip counts when correlating media
coverage with business outcomes.