Mantra in the news...

So, Mantra was mentioned in Marketing (sub needed) yesterday after supplying them with some facts on AVE. As it allows marketers to put a figure on PR activity clients see it as an effective measurement tool but many PRs will disagree. And rightly so, as it has many flaws:

1. It doesn't measure message
2. It doesn't measure the impact of the positioning
3. It doesn't measure the impact of the actual publication

But quantitative vs. qualitative will always be an ongoing battle...