XPRL to help data standardisation

PR academics, practitioners and industry bodies have teamed up to

launch plans for common data standards across the sector in a bid to

boost efficiency and cut costs.



The initiative aims to create agreed formats for data interchange

between companies.



It is believed the format, called XPRL, will help dramatically reduce

the amount of information PR professionals need to retype or recreate

when planning, managing and reporting PR campaigns.



Those behind the programme hope the XPRL format will also create tools

to speed up the process of creating and distributing news.



The inaugural meeting of the XPRL Steering Group was held in London this

week, and was attended by PROs, PR agencies, software developers, news

agencies and PR evaluation firms.



The group has ten elected members on a committee, which has the full

backing of the IPR and PRCA.



The country's first professor of PR, Anne Gregory, who is based at Leeds

Metropolitan University, was elected committee chairman.



Committee member Mark Adams - co-founder of global technology PR firm

Text 100 - said a benefit for PR firms was in the preparation of

cuttings, where the author's name, publication, story outline and size

would be automatically listed.



'These new formats will come into effect in the first quarter of next

year and will go a long way to improve the levels of communication

between organisations,' said Adams.



The development of common standards in the PR industry follows last

year's creation of multimedia news format NewsML (PRWeek, 13 October

2000).



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