International Journal for Research in Applied Science & Engineering Technology (IJRASET) ISSN: 2321-9653; IC Value: 45.98; SJ Impact Factor: 7.429 Volume 9 Issue X Oct 2021- Available at www.ijraset.com V. CONCLUSIONS The author explored the use of Advertising Value Equivalence (AVE) in his early years as a public relations and marketing practitioner, and eventually found serious discrepancies in terms of a lack of standardisation of media coverage reporting among many AVE adherents, resulting in perception challenges when discussing with prospective clients. The author, when adopting AVE in earlier years, always insisted on AVE without any artificial “multipliers”, which in turn resulted in lengthy explanations with prospective clients on why “multipliers” were not universal nor accurate. Eventually, the author found AMEC’s Barcelona framework, which set the author thinking to explore eventual new media coverage measurements, and which in turn led him to explore the possibility of a more equitable and holistic measurement for such media coverage. The author examines the current discrepancy between media coverage in media in different Asia Pacific countries, where there is diversity in reach, between nations, as well as between nations (or city states) and regional media within larger nations. The author proposes an alternative PR measurement coined Localised Reach Value (LRV) that factors in national and regional populations and their potential to spend on goods and services, for a more nuanced and more inclusive approach to presenting a more distributive PR measurement. REFERENCES [1] Macnamara J, 2006, “Advertising Values to Measure PR: Why They Are Invalid”, viewed September 7, 2021, . [2] Weiner M, Bartholomew D, 2006, “Dispelling the Myth of PR Multipliers and Other Inflationary Audience Measures”, viewed September 8, 2021, . [3] AMEC, 2017, “22 Reasons to say no to AVEs”, viewed September 8, 2021, . [4] AMEC, 2020, “Barcelona Principles 3.0”, viewed September 8, 2021, . [5] OECD, 2020, “Gross domestic product (GDP)”, viewed September 8, 2021, . [6] Worldometer, data based on latest United Nations Population Division estimates, 2021, “Countries in the world by population (2021)”, viewed September 10, 2021, . [7] Statista, 2011, “Most common languages spoken in India in 2011”, viewed September 10, 2021, . [8] Unicef China, 2017, “Urban per capita disposable income, by province, 2017”, viewed September 10, 2021, . [9] OECD, 2000-2020, “Purchasing Power Parities (PPP)”, viewed September 10, 2021, . [10] Schmidt M, 2019, “Business Encyclopaedia”, viewed September 10, 2021, . [11] UNSD (United Nations Statistics Division), 2009, “Demographic Yearbook 2009-2010”, viewed on September 10, 2021, . [12] UNSD, 2009, “National Accounts - Analysis of Main Aggregates (AMA), viewed on September 10, 2021, . APPENDICES © Seamus C. C. Phan 2011, 2021. All rights reserved. 1) Acknowledgements: The author would like to thank past and existing clients, colleagues, and academic peers who at some points of his career lent many useful and formative perspectives, which culminated in the emergence of this work. The work reported in this paper is original and carried out by the author solely. 2) Funding: This research received no external funding. 3) Conflicts of Interest: The author declares no conflict of interest. 4) Declaration of Confidentiality (I.P.R.): The participant of accessing this document shall keep confidential all confidential information (including but not limited to know-how, results of research and development, trade secrets, business secrets) disclosed on occasion of the participant’s access towards unauthorised third parties and shall not use it for own especially commercial purposes. The participant shall take reasonable measures in order to prohibit unauthorised third parties from access to such confidential information. Information are not deemed confidential information if they are or become known to the public or are already in the lawful possession of the participant. Unauthorised third parties are any third parties as well as employees of the organisation in which the participant is from, not concerned with the content of this document. The obligations pursuant herewith shall survive the termination of the access of this document. ______________________________ ______________________________ Name (participant) Date ______________________________ Signature (participant) ©IJRASET: All Rights are Reserved 957

An Alternative PR Measurement through Localised Reach Value