PR21 debuts clip service

CHICAGO: Claiming to provide more in-depth analysis and strategic PR assistance than traditional clipping services, PR21’s Competitive Intelligence Services group has unveiled a new media-monitoring product.

CHICAGO: Claiming to provide more in-depth analysis and strategic PR assistance than traditional clipping services, PR21’s Competitive Intelligence Services group has unveiled a new media-monitoring product.

CHICAGO: Claiming to provide more in-depth analysis and strategic

PR assistance than traditional clipping services, PR21’s Competitive

Intelligence Services group has unveiled a new media-monitoring

product.



The service’s daily reports (viewable via the Web) detail print, online

and broadcast coverage, and include links to the actual stories

referenced.



The stories are also archived on a password-protected Web site for

future reference.



PR21 is hyping the service’s quarterly reports, which pinpoint key

issues over the past three months and predict which issues the media

will focus on during upcoming months, as the real difference-maker.



’They provide a concise analysis of what to do next in order to generate

coverage of a company,’ said group director William Black.



The reports also discuss coverage received by competitors and the

rationale behind the coverage, as well as identify the journalists

generating the majority of stories on a given industry or topic.



’Simple media monitoring never helped you do anything more effectively,’

Black said. ’Counting the number of media hits a company gets might

justify PR spending, but it doesn’t help in formulating future PR

strategies.’



Tina Engberg, director of PR and trade shows with OneClip (a NY-based

online coupon company that just finished a three-month trial run of the

service), said it provides a useful overview of how the media is

covering her market.



’It helps us focus our efforts better by letting us know what’s going on

around us,’ she said.



PR21 quietly created the eight-person competitive intelligence group in

January and has been working with Burrell’s for about a year to develop

its media analysis capabilities. The agency began testing the product

with clients in Chicago and San Francisco at the start of the year and

last month made it available in its New York and St. Paul offices. It is

marketing the service to non-PR21 PR clients and already has snared the

Sprint PCS Group as a subscriber.



The new service costs an average of dollars 3,000 to dollars 4,000 a

month.



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