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PR Newswire launches media measurement, evaluation service

On Target Media staff, company press release

Singapore, July 13, 2005

PR Newswire has introduced MediaSense, a service that aims to enable organizations to assess and ensure the success of their overall communications programs through a quantitative and qualitative analysis of the media coverage they receive.

Communicators can use MediaSense to evaluate the success of product launches and corporate announcements including executive appointments and surveys, as well as help to manage crisis communications, among other things. MediaSense can be deployed over any 90-day period or utilized throughout the course of a full year on an annual subscription. Reports will be delivered monthly and contain an evaluation of media coverage based upon several measures.

Quantitative measures will include volume of coverage and coverage by media type. Qualitative measures will include an evaluation of each article's tone (positive, negative, neutral), the presence of key corporate messages within articles, the overall quality of coverage based upon an article's length, placement, publication type and tone, and the equivalent ad value. All quantitative measurements will be evaluated based upon a comparison to a company's key competitors, while qualitative reports will offer an unbiased assessment of how a company is portrayed in the press.

"A focus group of our customers illustrated that while most recognize the need to measure the effectiveness of their communications programs, the services that are available are cost and time prohibitive. We designed MediaSense to overcome this by providing a comprehensive analysis of an organization's communications efforts, while alleviating the budgetary and management challenges normally associated with such services," said Dave Armon, chief operating officer of PR Newswire.

"Before you launch a campaign you should know what messages already exist in the marketplace - whether driven by the media, your competitors or your own efforts - so you can create new messages that will differentiate you from the noise. MediaSense is designed to help you do just this, while enabling you to continue measuring the success of your ongoing efforts to support your business objectives," added Armon.

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