Campaign: New Scientist elevates Corpora's software - Technology

Campaign: Launch of Sentiment

Client: Corpora

PR team: Spreckley Partners

Timescale: March-April 2005

Budget: Under £10,000

Since the company was founded in 2000, Surrey-based Corpora has been producing unique software packages incorporating 'natural language processing', which allows electronic text to be evaluated for tone. Its news analysis program, Sentiment, was launched in March, and Spreckley Partners was chosen to manage comms around the launch.


To create awareness of Sentiment among early adopters of technology and opinion formers in the software industry. To drive early sales of the program and boost the profile of Corpora in relevant media.

Strategy and Plan

Spreckley decided specifically to target a global community of opinion formers within the IT industry.

Infonic, a subsidiary of Corpora that helps blue-chip companies analyse their online reputation, worked with the PR team to identify bloggers and websites that would best aid the launch of the Sentiment program.

As well as websites, the team also approached the globally respected technology magazine New Scientist as an ideal conduit to reach potential buyers and get them talking about the software development. The magazine was picked not just for its reputation for providing impartial assessment of emerging technologies, but also because of the popularity of its international website.

Spreckley offered New Scientist an exclusive briefing on Sentiment, which appeared in the magazine and online in early April.

The magazine coverage was used to spark discussion about the product, with Corpora joining some of the online message boards to further the dissemination of its message. In some instances it ran the comments posted in the online forums through the Sentiment program and put the results up for debate.

Measurement and Evaluation

As well as pieces in New Scientist, the launch of Sentiment featured in 35 blogs and online chatrooms, including IT Week's IT Sneak message board.

The story was also picked up internationally in New Zealand, Russia, Germany and Italy, and was covered by the Chicago Sun-Times.

Corpora found that while 40 per cent of coverage was positive, 40 per cent was negative.


Corpora reports increasing sales of Sentiment in the UK. In the US, where no extra PR has taken place, it is receiving three leads per week.

'It was a very smooth story to write,' says Duncan Graham-Rowe, who covered the launch for New Scientist. 'Spreckley knew its stuff.'

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