For over five decades, Newspress has been at the heart of the media and PR industry. Since 1973, we’ve worked alongside public relations professionals, journalists, and brands, helping them tell compelling stories and connect with the right audiences.
Yet, the way media operates today has evolved dramatically. With thousands of channels, countless influencers, and real‑time publishing, it’s no longer enough to simply monitor mentions or send out press releases. PR professionals today need media intelligence — actionable insight into what’s happening in the media landscape, who is influencing conversations, and what outcomes to expect from each campaign.
That’s exactly what myNewspress delivers.
In this article, we’ll explain what media intelligence is, how myNewspress helps you use it effectively, and why PR professionals who embrace media intelligence consistently achieve better results.
What is Media Intelligence?
At its core, media intelligence refers to the process of collecting, analysing, and using data from media sources to inform PR and communication strategies.
Unlike traditional media monitoring, which simply tracks mentions of your brand or key topics, media intelligence gives you the context and insight to act strategically. It helps answer crucial questions, such as:
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Which journalists are covering topics relevant to my brand?
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What angles are resonating with audiences right now?
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What outcomes can I realistically expect from this story, product loan, or event?
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How can I optimise future campaigns based on past performance?
By moving from tracking to understanding, media intelligence enables you to focus your resources where they will have the most impact.
Why PR Professionals Need Media Intelligence Now More Than Ever
The media landscape has become incredibly fragmented. Audiences are spread across countless digital and traditional platforms. Journalists and influencers have more choices than ever when it comes to content.
For PR professionals, this complexity creates both opportunities and challenges. While you can reach niche audiences more effectively, it’s also harder to predict which journalists or stories will deliver the best results.
That’s where myNewspress comes in.
How myNewspress Powers Smarter Media Intelligence
In response to our clients’ need for deeper insights, we launched our myNewspress suite just 18 months ago. Although relatively new to market, it’s built on over 50 years of experience in the press and PR industry — combining tried‑and‑tested knowledge with cutting‑edge technology.
Here are the ways myNewspress transforms your media intelligence:
1. Know Who Matters Most
Not all journalists and influencers are equal when it comes to your brand or campaign. myNewspress helps you quickly identify the media contacts who are most likely to engage with your story — saving you time and resources.
We provide data‑rich profiles that include:
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Topics and stories they’ve covered recently.
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Their preferred formats and angles.
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Past engagement with your brand or similar brands.
For more on the importance of building the right media relationships, see this Cision guide on media outreach.
2. Predict Outcomes Before You Act
One of the most powerful benefits of media intelligence is the ability to predict likely outcomes before you commit to a campaign.
Before you loan a product, send out a sample, or invite a journalist to an event, myNewspress lets you assess how receptive they’re likely to be and what kind of coverage you can expect.
This predictive insight allows you to focus only on the activities with the highest potential impact.
3. Measure Results Against Predictions
myNewspress doesn’t just help you plan — it helps you measure.
By comparing actual outcomes to predicted outcomes, you can fine‑tune your future campaigns. Over time, this leads to smarter strategies and better ROI.
This kind of data‑driven approach is in line with best practices outlined by AMEC (the International Association for Measurement and Evaluation of Communication), which champions meaningful measurement in PR.
4. Eliminate Guesswork
Gone are the days of “spray and pray” PR. With myNewspress, everything is based on data.
You’ll know:
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Which journalists are most likely to cover a topic.
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The type of content they typically produce.
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Whether a story placement, product loan, or event is appropriate for a given journalist or outlet.
By removing uncertainty, you can focus on creating meaningful, impactful engagements.
A Truly Innovative Approach
While myNewspress is innovative and fresh, it’s rooted in decades of experience. Unlike some newer players in the market, we understand what it’s like to walk in a PR professional’s shoes.
We designed myNewspress to be:
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Quick and intuitive — because we know your time is limited.
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Rich in actionable data — because decisions need to be informed.
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Cost‑effective — because budgets are always under scrutiny.
Our platform complements your existing media monitoring tools while taking your capabilities to the next level.
Real‑World Example: Smarter Event Planning
Let’s say you’re planning to launch a new product with an exclusive media event.
Traditionally, you might pull a long list of journalists covering your sector and send invitations to all of them, hoping a handful show up and write about it.
With myNewspress, you can see exactly which journalists have shown interest in similar events in the past, what their coverage looked like, and what their likely response will be. This allows you to invite only those who are most likely to attend and provide quality coverage — saving time, money, and effort while improving results.
Why Choose myNewspress?
Here’s why PR professionals across industries are choosing myNewspress:
✅ Experience you can trust — Over 50 years in PR and media.
✅ Focused on intelligence — Not just monitoring, but actionable insight.
✅ Time and cost‑efficient — Do more with less.
✅ Improves over time — The more you use it, the smarter your strategies become.
By investing in media intelligence now, you’re setting your team up for long‑term success.
How Does myNewspress Compare to Other Solutions?
While many media monitoring tools simply track mentions and provide sentiment analysis, myNewspress goes deeper. It connects the dots between your actions and outcomes — and helps you predict and optimise future campaigns.
For an overview of the difference between media monitoring and media intelligence, this Forbes article offers an excellent explanation.
Ready to Elevate Your Media Intelligence?
If you’re still relying solely on media monitoring, you’re missing an opportunity to take control of your PR outcomes.
By upgrading to myNewspress, you gain a strategic advantage — smarter decisions, better results, and a clearer understanding of your impact.
We invite you to experience the difference for yourself. Get in touch today to see how myNewspress can help you transform your media strategy with actionable media intelligence.
Additional Resources on Media Intelligence
To learn more about media intelligence and why it matters, here are some helpful resources:
Final Thoughts
Media intelligence is no longer a luxury — it’s a necessity for PR professionals who want to stay ahead in today’s fast‑moving media environment.
At Newspress, we’re proud to help our clients make smarter, data‑driven decisions through myNewspress. Backed by decades of experience and designed for the needs of modern PR, myNewspress is your partner in building stronger media strategies and achieving measurable success.
Don’t just monitor your media — understand it, predict it, and master it with myNewspress.
Contact us now to learn more.
