Asia Pacific newswire Media OutReach has launched a measurement tool to help the PR industry understand which press releases are most likely to be picked up by journalists.
The reporting tool, called Media and Journalist Insights, tracks the proportion of journalists that open a press release, and of those, how many end up publishing it on their site.
Tapping into Media OutReach’s database of more than 80,000 journalists in 22 countries across Asia Pacific, it reports the press release conversion rate by publication and country.
The Hong Kong-based newswire said insights from the tool will help the PR industry devise more strategic communication plans based on which publications and locations are most interested in their news.
Media OutReach chief executive and founder Jennifer Kok said: "Since not every press release garners a write up by journalists, tracking each reporter's interaction with a release is particularly important to communication professionals. It helps them to ascertain media interest.”
The report will be provided free-of-charge to Media OutReach’s existing clients as part of its standard post-release reporting package.