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New technology PRFilter launched to find relevant press releases


Adam Parker
Chief Executive
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Stephen Davies
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New web application PRFilterprfilter.com – has launched in beta today to provide a unique aggregated source of press releases for journalists, editors and bloggers pre-filtered for individual relevance.

PRFilter’s patent pending Active Interest Technology™ ranks the relevance to the user based on a profile of their interests built automatically from their own or their publication’s articles. The ranked results can then easily be filtered further to find the most relevant stories in a given time period, in selected geographies and topics.

The system can also learn from user feedback on the press releases it recommends – both right and wrong - building a more accurate picture in the future.

The application has been developed by UK press release distribution company RealWire as a standalone service, though PRFilter’s predictive technology will also be integrated into its own existing distribution service offering.

Over the last two weeks it has been tested by a select group of UK based technology focused journalists with very promising results.

Editor of Electric Pig the gadget news site, James Holland, said, “Catering to the whimsy of fickle journalistic tastes is no easy task, but the intelligent tuning behind PRFilter shows great promise. A service that cuts the clutter, and brings me news I can actually use? Sign me up!”

Stuart Miles, owner and editor of gadget reviews site, Pocket-lint said, “PRFilter looks to be the service that will help me get the news I want and filter out the press releases I don't.”

While founder of PR and journalist community, UKTJPR, and editorial director at Recombu, Andrew Lim, said, “PRFilter is a fantastic way to manage press releases and find interesting stories.”

The beta version is currently indexing thousands of press releases each day from multiple distribution and wire services. Sources indexed include PRNewswire, Business Wire, Marketwire, Sourcewire and RealWire as well as direct announcements from over sixty major technology and media companies.

Chief executive of RealWire, Adam Parker, said, “Information overload is now common place in all on-line aspects of life and many companies are seeking ways to make it easier to find what we are interested in. Likewise the signal to noise ratio is degrading in many aspects of press release distribution so we created PRFilter as a resource for users to find relevant press releases quickly and easily.”

“While the benefits of using PRFilter for journalists are fairly obvious, PR professionals will also benefit from having peace of mind that when their press release is indexed by PRFilter it is more likely to be read by genuinely interested journalists and bloggers and not get lost among an inbox full of irrelevant ones.”

PRFilter is initially being targeted at the technology related media before being expanded to cover other sectors. Anyone who is interested in trying PRFilter themselves should email feedback@prfilter.com, Twitter @PRFilter or register their interest.

About PRFilter
PRFilter (Patent Pending*) from RealWire finds the press releases journalists and bloggers want to see. It provides one tool to efficiently find stories out of thousands it aggregates each day. Its innovative, Active Interest Technology™ builds a personalised profile of an individual’s interests from their own, or their publication's, published articles.

Releases from multiple distribution sources are collected, aggregated, matched and ranked against these profiles in near real-time. Users can then filter their personal results by relevance, geography, time, and even by topic. Senders of releases benefit because their stories are likely to be seen by genuinely interested journalists or bloggers, rather than becoming lost in inboxes.

*Patents Pending: European patent application No. 09168495.1, International patent application No. PCT/GB2009/051048, and UK patent application No. 1003104.5

About RealWire
RealWire is a press release distribution company that specialises in the online media. Since its inception in 2000 it has worked on behalf of PR agency and corporate clients throughout the UK and Europe. The company is UK based and distributes news to relevant journalists, editors, bloggers and publishers across thousands of online media sites which cover a range of industries including Telecoms, IT, Consumer Tech, Gaming, Broadcast, Pharma/Healthcare and Banking and Finance.

It provides a unique service by not only distributing news and multimedia content, but by also providing clients with analysis of the potential influence that their news has generated online. RealWire was the first UK distribution company to introduce the Social Media News Release - a new kind of press release to cater for the online media world. 


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