The charity is using Vocus software to drive its PR efforts with an online media contact database and electronic cuttings archive.
The software will enable it to track emails opened by journalists and analyse positive and negative reporting.
‘We generate so much coverage that it has become difficult to analyse it all,’ said Cancer Research UK head of press Peter Flynn. ‘But having our cuttings analysed electronically should free up the time of our in-house PROs and allow us to spot where we’re not maximising areas, so we can fine-tune our approach.’
Vocus claims to aid media relations, news monitoring and analysis, interactive email campaigns and online newsrooms.