An increasingly irrelevant measure of pr performance, as its only really applicable to print media.-aves, or advertising value equivalency, was a measure created to try and show a monetary value for the free advertising you in effect get through pr efforts. so, if a full page story appeared in the wall street journal, you calculated that the story was worth the same amount as you would have paid for a full-page ad in the newspaper.this measure of pr performance has always been dubious. first, large companies rarely paid the full advertising price that would known and listed publicly. secondly, the measure did not make any distinction between a particularly positive or negative story (meaning, does one mention in a roundup about competitive products count the same as a feature on the ceo? surely not!). also, the measure has fallen into even more disrepute with the explosion of online and social media. the entire calculation falls apart online, where ads are not valued in size, but in click-throughs and in social media, which offer a completely different value proposition.increasingly useful measures of pr performance include tone/favorability, share of voice, message penetration, and influencer ranking.