As an indicator of media coverage, advertising value equivalencies (AVEs) have their flaws. And Travel Alberta knows this. With the ratification of the Barcelona Principles in 2010 — a set of seven voluntary guidelines established by the public relations industry to measure the efficacy of PR campaigns — it was made even more clear, as the Principles stated unequivocally that AVEs are “not the value of public relations” . Instead, they proposed that accurate measurement requires transparency, replicability, and consideration of business results. The proliferation of social and mobile apps and information has fundamentally changed the way travelers research, plan, and purchase vacations. This, combined with the fact that AVEs don’t accurately measure online coverage, prompt

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