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Contact: Katie Paine, CEO


Paine Publishing Shortens Distance to Great Measurement for Travel & Tourism Industry

June 4, 2015 — Durham, NH

For Destination Marketing Organizations or professional communicators in the Travel and Tourism industry, measuring what matters is about to get a lot easier. Paine Publishing, LLC, the measurement-focused consulting firm founded by Katie Delahaye Paine, has released a new measurement training tutorial: “The DMO’s Ticket to Barcelona Principles Compliance.”

“The explosion in social media combined with new industry best practices have rendered obsolete most of the commonly used metrics in the Travel and Tourism industry,” noted Katie Delahaye Paine, CEO of Paine Publishing. “DMO’s used to use Ad Value Equivalents (AVE or EMV) calculations that were based on column inches. But when a 200 character review on Trip Advisor or a 140 character Tweet has a greater impact on business than a carefully placed 20-inch story in the travel section of a local newspaper,  it’s apparent that DMO metrics are due for an upgrade,” Paine explained. “That’s why we produced this measurement tutorial for the Travel and Tourism industry.  We’ve worked with dozens of DMOs and the lessons learned in the process provide the basis for this eBook,” Paine said.

The DMO’s Ticket to Barcelona Principles Compliance is designed for PR and Social Media professionals who want to upgrade their measurement programs, but seek assistance with how to apply the Barcelona Principles and other new standards. It outlines an easily understood, step-by-step approach to move away from irrelevant metrics in order to measure what matters.

This tutorial includes information on:

  • How to Measure the Business Value of Your PR in 6 Easy Steps
  • How to Calculate the True Impact of your PR Without Using AVEs or Other False Metrics
  • 3 Real-Life Case Studies (Including the Financial Value of a Visit from the POTUS)
  • A Measurement Checklist & Flowchart to Guide Your Planning, Progress, and Success

The DMO’s Ticket to Barcelona Principles Compliance is available for $47 and can be purchased by visiting:

Paine Publishing, LLC is a New Hampshire-based consulting firm founded by Katie Delahaye Paine in 2013. Its mission is to train and advise individuals and organizations on how to measure their public relations, social media, and corporate communications efforts. Her company also publishes The Measurement Advisor, a bi-monthly newsletter for communications professionals which includes how-tos, tips, techniques, and news about all things measurement-related.