PR Newswire's leading media targeting database, MEDIAtlas™, will now include a list of summaries of up to five of the most recent articles written by each reporter whose outlets are monitored by eWatch™ PrintPubs, the company announced today.
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The articles' titles and summaries, now available in MEDIAtlas™, will make it easier to target news releases and pitches to the appropriate reporter by highlighting for users the most recent stories written by reporters they may seek to reach. Titles and summaries of the articles will appear automatically in the MEDIAtlas™ database.
"There are a couple of key elements to any successful PR campaign: reaching out to reporters who already know your company and issues as well as identifying those journalists who don't cover you now but could, based on their interests," said Nancy Sells, PR Newswire's vice president of Media Intelligence Products. "By providing summaries of the articles journalists are writing, MEDIAtlas™ gives communicators a leg up when it comes to identifying the right journalists to pitch."
MEDIAtlas™ is an online global database providing continuously updated information on nearly 460,000 media and financial analyst contacts worldwide. eWatch™ media monitoring scans more than 11,000 print and more than 12,000 online sources, including Web sites, blogs and databases, for references of a company's brands, executives, competitors or keywords.
The inclusion of summaries and titles of articles retrieved by eWatch™ in MEDIAtlas™ marks another significant advancement in the integration of the company's Media Intelligence Products. Since early 2005, subscribers to both services can access MEDIAtlas™ journalist profiles within the eWatch™ media monitoring service. Now, these same subscribers can link to journalists' most recent articles in their entirety from within the MEDIAtlas™ interface. Those who only subscribe to MEDIAtlas™ can access the article summaries. The inclusion of summaries and links to full-text articles written by a specific reporter is expected to significantly increase the value of MEDIAtlas™ to professional communicators.
"Best practice media relations consists of a combination of media targeting and distribution, expert development and news monitoring and measurement," said Sells. "We know that most of our members include all of these tactics as part of their daily practice so we are continually looking at new ways to integrate our services to provide that comprehensive approach."
In 2004, PR Newswire made all of its Media Intelligence Products -- ProfNet Experts(SM), MEDIAtlas™ and eWatch™ -accessible via a single interface on PRN Direct, a secure customer extranet.
Note to editors: Nancy Sells is the author of PR Newswire's white paper, "Using media intelligence tools to drive communications success." For a copy of the white paper, please email Rachel Meranus, Director of Public Relations, PR Newswire at
About PR Newswire
Now in its 51st year, PR Newswire Association LLC (www.prnewswire.com) provides electronic distribution, targeting, measurement, translation and broadcast services on behalf of some 40,000 corporate, government, association, labor, non-profit, and other customers worldwide. Using PR Newswire, these organizations reach a variety of critical audiences including the news media, the investment community, government decision- makers, and the general public with their up-to-the-minute, full-text news developments.
Established in 1954, PR Newswire has offices in 11 countries and routinely sends its customers' news to outlets in 135 countries and in 30 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading services include ProfNet Experts(SM), eWatch™, MEDIAtlas™, Search Engine Visibility (SEV), MediaRoom, MediaSense™ and MultiVu™. PR Newswire is a subsidiary of United Business Media plc of London.
CONTACT: Rachel Meranus
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CONTACT: Rachel Meranus, Director of Public Relations, PR Newswire,
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