IPR publishes guidelines on Internet in response to PRSA plans

GAINSVILLE, FL: The Institute for Public Relations is set to release its guidelines on 'measurement and evaluation of PR' on the Internet - a response to the news that the PRSA may be duplicating the IPR's work in producing another set of measurement guidelines.

GAINSVILLE, FL: The Institute for Public Relations is set to release its guidelines on 'measurement and evaluation of PR' on the Internet - a response to the news that the PRSA may be duplicating the IPR's work in producing another set of measurement guidelines.

'Guidelines and Standards for Measuring and Evaluating PR Effectiveness' has been available since June 1997 from the Institute, at a price of $15, and has been requested by 7,000 people. But they will now be published on the Internet at instituteforpr.com - making them available free for all.

'We had an amazing team of experts work on these guidelines,' said Katherine Paine, president of The Delahaye Group and co-chairman of the group who wrote the IPR's guidelines.

'We simply felt that before anyone went off and produced more guidelines, they should see ours. If people don't like ours they should tell us, but nobody has said so. As a profession we need one approach,' she added.

Amanda Brown-Olmstead, chair of the PRSA Counselors Academy, said she did not know about the IPR's guidelines.

Although the PRSA was promising 'a product' of some kind - 'a training program, a workbook or a CD Rom' - its aims are essentially the same as the IPR's were in producing its guidelines: to find a universal approach to measuring the impact of PR on a client's reputation, brands and bottom line.

See Editorial, p12.

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