New tool claims to offer proof of editorial impact

Start-up company PR Audit has launched a tool which it claims can evaluate PR effectiveness right down to the attitudes of individual journalists, at a lower cost than offerings from other companies.

Start-up company PR Audit has launched a tool which it claims can

evaluate PR effectiveness right down to the attitudes of individual

journalists, at a lower cost than offerings from other companies.



The Editorial Impact Report, focuses initially on the IT press -

measuring positive, negative, neutral and ’recommended’ mentions in

editorial - and scores journalists’ favourability towards brands.



A monthly report will cost pounds 2,500 for a year. By comparison,

evaluation company Mantra charges over pounds 7,000 a year for monthly

reports. The charge takes into account the PR Week/PRCA recommendation

that clients spend ten per cent of their PR budgets on evaluation.



The company was set up earlier this year by Richard Laven, formerly

managing director of the Register Group, which provides advertising

information to media owners and ad agencies, and Will Arnold, former

publishing director of Emap Media.



Laven said he hoped to extend the tool to other sectors in around six

months.



He said: ’It depends on the take-up of the product and the backing, but

financial services is an obvious area.’



Both Laven and Arnold have invested their own money into the venture,

and are expected to announce a major backer next week.



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