Newly Formed 'Gorkana Group' Rebrand and Launch New Service

By Gorkana Group, PRNE
Tuesday, April 12, 2011

LONDON, April 13, 2011 - The UK's leading media intelligence and analysis services -
Gorkana (, Durrants ( and
Metrica ( have rebranded as 'Gorkana Group'
( and launched the first release of their
ground-breaking integrated online media planning, monitoring and analysis
service today.

The three businesses recently merged to form 'Gorkana Group'
(, with an ambition to step-change the level and
quality of media intelligence and insight available to the PR and marketing

The new service features a host of benefits to help PRs plan
their campaigns more accurately, keep track of their coverage and analyse the
results even faster. The online portal offers seamless access to rich and
accurate media and journalist intelligence and editorially reviewed print,
broadcast, online and social media coverage and analysis.

Jeremy Thompson, Gorkana Group MD, said: "As former PRs, our
team understands the daily needs of busy in-house and agency PR teams and
have designed the service to help meet these. With the media landscape in a
constant state of change, we know it will revolutionise the way they work,
allowing them to be more knowledgeable about their key influencers, the
media, their competitors and the effectiveness of their PR."

Getting a clear snapshot of how PR initiatives are performing
on a day to day basis is made easy through a dynamic, customisable dashboard
- helping to better inform and drive PR and brand reputation strategies. "You
can configure your dashboard to display whatever is most important to you -
volume, value and favourability of key campaign coverage, spokespeople, share
of voice - you can also review multiple campaigns simultaneously," Richard
, Gorkana Group Director said.

An impressive feature of the service is the 'journalist
coverage analysis'. These allow customers to understand what journalists are
actually writing about through a dynamic feed of word clouds and graphs of
top terms, organisations and people. PRs can build media lists based on real
insight, saving them from hours of time-consuming research and helping them
target their campaigns much more accurately.

Alexander Northcott, Gorkana Group Director, comments: "Our
analysis on what journalists have been writing about is a great example of
how Durrants has enhanced Gorkana's journalist profiles through integration.
This sort of insight is like gold dust - it's exactly what we needed when we
were PRs."

The ability to click through to Gorkana's accurate journalist
profiles directly from media coverage is another great time-saving feature -
ensuring PRs can look up and connect with the influencers behind their
coverage quickly and easily.

The service also features an online media monitoring and
analysis tool 'Metrica Radar' - helping companies gear up to tackle the
challenges of monitoring brand conversations and reputation online.

Notes for Editors:

About Gorkana Group:

Gorkana Group ( provides
integrated media planning, monitoring and analysis services to the PR and
marketing industries. The company is comprised of three market-leading brands
- Gorkana, the UK's most trusted media and journalist database and community
network (, Durrants, a premium media monitoring
service that provides fast, accurate and relevant editorially reviewed media
coverage ( and Metrica, an award-winning global media
analysis and evaluation service ( Together, they
serve over 4,000 organisations around the world, including 200 of the FTSE

The company also runs the UK's leading journalist and PR
recruitment site ( and provides daily industry
news, features and analysis to the PR industry through its community portal

Gorkana Group is based on Old Street near the Silicon
Roundabout, an area of East London where more than 100 tech and design
companies have set up over the last five years. Prime Minister David Cameron
recently announced that he wants to establish an East London Technology City
and lure Google, Facebook and Microsoft to new offices in Olympic Park, a few
tube stops from the Silicon Roundabout.

Gorkana Group was formed after Durrants acquired Metrica in
October 2009 and Gorkana in April 2010.

Gorkana Group is a private company and is backed by Exponent Private

    For more information and interviews please contact:

    Jeremy Thompson

    Nilam Randall


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