• Kristin Jones
  • Kristin Jones, CEO Wallop! OnDemand

    Kristin Jones serves as Founder and CEO of Wallop! OnDemand, and she is known throughout the PR community for her dedication to improving PR measurement and analytics. She developed the Wallop! measurement, monitoring and analytics solutions to provide PR leaders with the tools they need to succeed in today's market. Kristin is also the owner and founder of Jones PR (www.jonespr.net), an agency best known for obtaining high-profile media coverage for its clients. Prior to founding Jones PR, Kristin spent several years working with two of the world's largest PR firms – Porter Novelli and Weber Shandwick – and has worked with a number of boutique PR agencies in Silicon Valley. Outside of work Kristin enjoys spending time outdoors with her family, reading, playing board games and exercising. She's a wine enthusiast, is fascinated by paleontology, and she loves a good crime-drama flick.
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An End to the PR Measurement Standards Debate?

It is official, PR Week announced that it is encouraging PR professionals to abandon the search for a single definitive method of PR measurement and adopt a set of measurement guidelines that are defined in a newly released industry guide. PR Week’s The PR Professionals Definitive Guide to Measurement  provides common principles that seem to build from the Barcelona Principles.  The guide’s simple format breaks down each topic by chapter.  With a mouse click you can explore topics such as:  A Step-By-Step Approach to PR Measurement, Measurement Options and Why PR Measurement is Important. So, will this be the new PR measurement bible?

Over the past 20 years PR pros have debated about whether the PR industry should develop standards for PR measurement.  Progress was made in 2010 when representatives from nearly 150 companies around the world voted on seven specific principles that set a baseline for how to measure PR – what’s good, what’s better, what’s best, and what’s bad.  These principles have been termed the Barcelona Principles.  But the creation of these principles didn’t stop the debate.  Many PR pros were still looking for a “toolkit of consistent, reliable, and comparable metrics that would allow practitioners to work more efficiently” as stated by David Geddes in his blog post about setting standards. Many people believed there was one “right” way to evaluate PR, and everyone in the industry should use that method or metric. But, since no one could agree on a perfect formula, the industry has been given a set of rules to follow and must decide how to put them into action.

So now what?  Is this guide the answer PR pros have been looking for?  Will this new set of measurement guidelines provide the consistency and reliability that the industry has been searching for?  I would love to hear your opinion on this topic!  Take a good look at the PR industry’s new guide and let me know what you think.


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