PRWeb Claims Percent Of Releases Put On Editorial Hold Doubled Since Updating Policies & Software

PRWeb logoLast November, a fraudulent release claiming Google was acquiring Wifi provider ICOA was circulated by the popular release distribution service PRWeb, exposing a number of loopholes in their verification and editorial processes. Our own Danny Sullivan published a comprehensive story explaining how such releases find their way through PRWeb’s system.

After posting a statement on the fake release, PRWeb began a series of technology and editorial updates that have resulted in a more stringent review process, doubling the percentage of releases put on editorial hold.

“We wanted to combat PR fraud,” said You Mon Tsang, PRWeb’s senior vice president of products during a phone call last week, “We also wanted to make sure releases didn’t feel too promotional.”  Tsang outlined the updates PRWeb has made including new identify verification measures that integrate website, email, phone and social authentication processes, along with more strict editorial guidelines.

According to an announcement covering PRWeb’s new updates, authenticated Twitter, Facebook and Linkedin accounts will be displayed within releases, visible to all readers. PRWeb claims they are the only release distribution service with automated and social verifications.

Tsang also explained how PRWeb has updated the software that automatically scores a release based on content and SEO analysis, as well as contact information.  The scores are used internally to identify releases at risk of being fraudulent.

“Any release that receives a red score [the highest risk score] must be reviewed by a senior editor,” said Tsang. According to Tsang, PRWeb employs 42 editors working around the clock, making editorial decisions on the 2,000 releases that are uploaded daily.

Another update to PRWeb’s editorial process is the addition of newly banned category topics, including:

  • Payday loans
  • Male enhancement drugs and supplements
  • Online pharmacies that promote “no prescription required”
  • E-cigarettes
  • Work from home
  • Stock picks
  • Green coffee beans
  • Raspberry keytones

Tsang says that PRWeb will reject legitimate releases if the product or service is too closely related to a banned category, and that banned topics are continuously being added, “We meet monthly to address what topics need to be banned.”

“There will be more changes in the coming months,” reports Tsang, but the updates so far seem to be working. Vocus [PRWeb's parent company] PR manager Laura Spaventa sent an email verifying that the percentage of releases placed on editorial hold nearly tripled when the initial updates were implemented in December 2012. “In the first few months after these changes were completed, the percentage of releases placed on editorial hold is now double the percentage that were held before the changes,” wrote Spaventa.

Related Topics: Channel: Content | Search Marketing: Public Relations | SEM Tools | Top News

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About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • http://www.webbizz.net/ Hadi Nugraha

    Seems like it will be more hard to have a published content :(

  • http://federicoeinhorn.com/ Fede Einhorn

    I personally can confirm all the described in the story is actually real and working.

    A few month ago we bought a PR from PRWeb to announce our new affiliate program, targeted to Website owners and publishers. Their editorial team rejected the release as it was too close to one of the banned categories “Work from Home”. Although we are an active Vocus customer, their customer service and editorial team is very helpful and will explain any doubt you may have in case a PR is declined.

  • Stephen Kenwright

    They should just ban links.

  • jos3ph

    This doesn’t address the main problem with PRWeb: many of the releases they run are not at all “newsworthy” and are explicitly done solely for SEO purposes, which makes them clearly a paid link as Cutts pointed out at SMX.

    http://service.prweb.com/who-uses-it/for/seo-social-media/

    “Optimize your release with embedded keywords and links”

    http://www.prweb.com/releases/2013/5/prweb10698870.htm
    http://www.prweb.com/releases/2013/6/prweb10815203.htm

  • http://www.kdweb.co.uk/seo.htm SEO Companies London

    That’s excellent! about time they did do something about this!

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