Issue: On-line news aggregation service
There are few things more annoying for PR people than having a client
ring up and ask about a story you have not seen. And if the story is a
negative one, the impression of inattentiveness to your client’s
business may seriously damage your relationship.
Such scary scenarios can be avoided if account execs are well-briefed by
their cuttings service. But while keeping abreast of stories in the
traditional media is hard enough, having knowledge of everything
appearing on the web is another thing entirely.
In order to stay on top of web news, PR agencies can now take advantage
of a number of monitoring services, the latest of which is
The site was set up by former Economist and Financial Times journalist
Nick Denton, with Angus Bankes and David Galbraith. Bankes and Galbraith
also founded internet database company Origins.
Moreover.com describes itself as a comprehensive on-line news
aggregation service. In fact, it claims to be ’the world’s largest
collection of webfeeds’, a webfeed being free aggregated content for web
sites in the form of customisable news headlines. It searches the
internet for articles on a range of subjects and provides users with a
list of recent stories in the areas they are interested in.
Users can select search 280 subjects in nine categories on the site and
receive, via e-mail, a regular list of all the news stories the site
finds in that subject area.
The list carries the headline of the story and a link to the site where
the story originally appeared so that, if interested, the user can read
the whole piece.
The site can be used for one-off searches or a regular drip of news in
the chosen area, which can be e-mailed every day or every week.
Moreover.com can also arrange for relevant news stories to be introduced
directly into a company intranet so everyone can be aware of what is
happening in each client’s area.
Alternatively, output from the service can appear as a button on a
client’s own web site so visitors to the site can see all the recent
news which is relevant to that company’s business area.
Moreover’s search engine looks at around 3,000 sources and could send
updates to web sites every 15 minutes, if required. An editorial team
monitors the quality of the stories found to reduce the risk of users
being bombarded with irrelevant news.
A basic search using Moreover’s subject areas is free, but users can
also specify bespoke search criteria.
Unlike the basic service from one of the 280 categories, the customised
service does cost. But if it saves the embarrassment of that call from
your client - it could just be worth it.