If you have time to set up the shot (such as with a portrait) it's better to use an ExpoDisc
ExpoImaging - ExpoDisc White Balance, which is the easiest and often best (since it even sets the out-of-the-camera WB correctly on your JPEGs, if you shoot JPG+RAW like I do). The aforementioned gray card will also work.
If you do get an ExpoDisc, the standard practice is to buy one the same size as your largest lens' filter threads (commonly 77mm with Pentax; sometimes 82mm with Sigma). You can hold it over any smaller size lens (except the FA31 with its non-retractable built-in hood) and it works fine.