Stuart Bruce picks up on news of a partnership between PR Newswire and Technorati, linking into the view of Ian Delaney that the ease of tracking coverage of press releases is driving journalists to add value with more research into the original story.
This is at odds with the research that I covered yesterday showing media reliance on news agencies.
From a public relations perspective, checking out PR Newswire highlights the appalling quality and low news value of the majority of press releases listed. This was underlined by a click on the Technorati link (which seemed to only be present on the US PR Newswire site) – where for the releases I chose at random, no mentions were found. Perhaps if PR practitioners – and their paymasters – begin to see that their releases are of no interest to anyone, standards might improve.