CARMA Online Upgrade Links Journalist Relationships with Media Measurement Results.

WASHINGTON -- CARMA International, Inc., the world's leading media content analysis firm, announced today a new service for tracking interaction with journalists against media measurement results. The CARMA JRM (Journalist Relationship Management) System is available as a feature of CARMA Online, allowing users to track and measure relationships with journalists by comparing media relations activities with earned media coverage.

"CARMA's JRM System helps communications professionals measure the return on their investment of time and money in media relations activities by providing concrete data about what's working and what's not with key journalists," said CARMA founder Albert Barr. "By integrating relationship management software with media measurement, CARMA Online helps leading organizations streamline PR services with one platform for both activity tracking and measurement."

Through the JRM System, CARMA Online users can record and save contact information for each journalist that has reported on their company or on their competitors, including pitch notes and the journalist's preferred method of contact. In addition, an activity log enables users to create a communications history for each journalist. In one form, users can compare the activity log to stories written by each journalist, allowing CARMA clients to easily connect media outreach efforts with results in the press. CARMA will soon be adding the ability to graphically view media relations activities and results over time, providing a way to define quantitatively the connection between media relations activities and results.

CARMA Online was released in April 2005, providing organizations with an upgraded version of the CARMA Online Account Manager that enabled clients to conduct their own analysis online, at any time. Since April, CARMA has introduced a number of upgrades to the service, including greater customization by user and the ability to build custom media lists by city, state, country, media type or individual publication. The JRM System is another step in the continued evolution of CARMA Online.

"CARMA believes that the best way to build intuitive, relevant PR measurement tools is to share ideas with clients and use feedback from communications professionals to add functionality that makes sense from a PR point-of-view," said Mr. Barr. "The JRM System fills a need in the industry for better integrated communications measurement."

CARMA Online is provided to CARMA clients at no additional charge, which means that organizations could have a robust, custom-built measurement solution with CARMA Online for less than $10,000 per year, depending on the complexity and breadth of research. The CARMA JRM System has an additional charge of $6,000 per year for an unlimited number of users. While CARMA clients have unlimited usage of CARMA research and services, user limitations may apply for other integrated services such as media content.

To learn more about the CARMA JRM System or to schedule a demonstration, contact CARMA International Vice President Jennifer Hoffmann at 212-460-5791 or via email at [e-mail].

About CARMA International, Inc.

Founded in Washington D.C. by Albert Barr more than two decades ago, CARMA International, Inc. was a pioneer in the communications measurement industry. Today CARMA is the world leader in media research, with an unmatched global presence. This background enables CARMA to provide expertise on a local and global level, while offering clients a comprehensive, integrated and consistent approach to global media measurement. Using the most sophisticated proprietary software and the most specialized research methodologies in the industry, CARMA analysts assist PR professionals with maximizing the effectiveness of their outreach while providing strategic insights for future planning. CARMA is a privately held company headquartered in Washington, D.C., with offices in London, New Delhi, Paris, Sydney, Santiago, Tokyo, and Toronto. CARMA can be reached at 202.842.1818 or www.carma.com.