Media coverage analysis is more than a list of clippings. It tells you whether your target audience will see you as a major player and whether PR is helping you beat your competition; it tells you what is working and where you can take action to make your budget deliver more.

The landscape you operate in has never been more complex. Apollo understands the countries, competitors, thought-leadership topics, influencers, sentiment and messaging you have to manage and report on.

Apollo helps you make sense of what’s being said about you and your competitors. We turn the coverage into clear insights that help you measure, report and plan your communications.

And we do this better than anyone. We believe it’s because of our experience, our focus on the technology and services sectors, and the strength of our research model.

Today, we measure media coverage of technology and services in 27 countries across the world. We lead this market: over 200 companies and agencies rely on us to measure what they do.

Apollo measures media coverage of the technology and services industries. Apollo captures and scores every brand and technology theme (cloud, big data, mobility and several thousand others), as well as the journalists and analysts that appear. The research programme – continuous, whole industry, focused – is unique.

Over ten years’ experience and specialization in the technology and services bring high levels of accuracy. Just identifying the relevant mentions of companies and separating out the right parts of competitors present a wide range of pitfalls for the unwary.

Because Apollo measures the whole industry and retains the scores for every brand, it can benchmark you against any set of competitors and provide historical trends immediately.

Apollo’s metrics include share of voice, influencer strengths and weaknesses, sentiment and messaging. The analysis is carried out with a combination of software and human research and checking.

Richard Laven: Richard started his career in research by running Black Box, a specialist media-buying information business, before it was acquired by The Financial Times. He became Managing Director of The Financial Times’ Register Group, which provided competitive intelligence services to the global advertising and marketing industry. In 1999 he set up PR Audit with business partner Will Arnold and then Apollo Research in 2004. Richard is Apollo’s managing director.

Eddie Campbell – Eddie has 20+ years’ IT experience within the publishing, media analytics and advertising sectors. Amongst others he has worked for The Financial Times, EMAP, Reuters and PR Newswire.  He joined Richard and Will in 2004 and as Apollo’s CIO divides his time between running Apollo’s IT systems and future product development.

Craig Hodges Craig joined Apollo in 2005 and has over 15 years’ experience in helping companies evaluate their public relations campaigns. Responsible for overseeing the implementation of media measurement programs, media and analyst relations strategies for all of Apollo’s clients, Craig is focused on customer service and providing easy-to-digest research for many of the world’s leading IT and telecoms companies.


Apollo Research was set up by Will Arnold, Richard Laven and Eddie Campbell in 2004 to provide a much needed media measurement and analysis service for the technology and services industries.

Will and Richard had previously founded PR Audit which, after a brief period under PR Newswire’s management, merged with Apollo in 2005 to create one of the leading media measurement companies.

Since 2005, in response to the needs of its clients, Apollo has increased the scope of its programme to include 27 countries across the Americas, Europe, Asia and Africa.  We now work closely with over 200 tech companies and agencies helping them understand their PR performance as well as giving them the tools to improve the quality and quantity of their coverage.

More recently, 2014 has seen Apollo introduce its ground-breaking analysis of the influencers that really matter to the different segments of technology.

We continue to strive to bring our clients the very best media measurement and analytical services, through a program of on-going research and investment designed to keep pace with the ever-evolving needs of our market.

Apollo Research is a trading name of Performance Research Centre.

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