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    Katie Delahaye Paine (twitter: KDPaine) is the CEO and founder of KDPaine & Partners LLC and author of, Measuring Public Relationships, the data-driven communicators guide to measuring success. She also writes the first blog and the first newsletters dedicated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of question in order to help her clients better understand their relationships with their constituencies. People talk, we listen..

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April 22, 2006

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» KD Paine weighs in on MRP system from PR Measurement
Measurement guru Katie Paine has a post on her blog about the pros and cons she perceives about the MRP system. While she is generally supportive of the effort, she takes some exception to the word standard that weve used to descr... [Read More]

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David Jones

Hi Katie. Thanks for posting about the MRP system. As a CPRS measurement committee member, I'd love to clarify a few points that maybe were not so clear on our site or in our news release:

- the system is free, the data feed costs money to access. Practitioners will be able to access the excel template, the user guide, etc. if they want to use the system offline. If they want up-to-date readership/viewership data, there is a cost for that as it doesn't come to us for free.

- News Canada was chosen through an RFP process. We went out to the industry to find a data vendor who could supply audited, verifiable data to the PR industry. News Canada came back with the data and the nifty online tool that can be used to create reports. However, it was all designed to our specs. They have put deals in place with multiple data vendors to access and resell the raw data to users of the MRP system. There is no multiplier involved. The data is viewership, listenership and readership as supplied by PMB, NADbank, Combase, etc.

- The word "standard" is not the best one to use as you correctly point out. What we've tried to create is a system that we can all agree measures media coverage in the same way across the industry. No more "we multiply the circulation by 7 for magazines and 3 for newspapers to get some sort of PR value." The other "standard" we had in mind was standardizing the data we use. Our industry is notorious for getting supplied with and/or using out-of-date circulation, viewership, listenership numbers As we discussed at our launch event, this system does not measure outcome, it measures output. This system is the first step in getting our industry in Canada using some sort of agreed-to metrics for evaluating what our media coverage is worth. Determining the impact and business outcomes of that media coverage is something else entirely....hopefully we can figure that out as well.

I'd love for you to get into the site and have a look around and see what you think. I'd be happy to share a user ID with you so you could take it for a spin. I'll send you an e-mail.

Our blog is about sharing and discussing ideas on measurement and I'm glad you've already contributed. We want this to be a starting point and give the Canadian industry access to other blogs, papers, resources on measurement so we can keep advancing. I hope you'll be a part of that.

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