First monthly rankings of the most mentioned technology brands, topics and products in press releases indexed by PRFilter. For more information please contact RealWire via @RealWire or @PRFilter

1. What are Technology companies trying to
get the Media to talk about?
PRFilter Technology PR Rankings
February 2011

2. Highlights - Brands
Top 3 Technology brands mentioned in press releases – February 2011
1st 2nd 3rd
• Releases mentioning Microsoft and Facebook were around twice as
frequent as those mentioning Apple (ranked 5th).
• Only 21 (11%) of the 190 prominent mentions of Microsoft related to
Microsoft press releases.
• Twitter highest riser in Top 10 with 45% more mentions in February
2011 compared to January 2011.
• Ericsson, Nokia and ZTE mentions up significantly due to Mobile World
Congress.
• Significant reductions in releases mentioning Apple (-38%), Intel (-48%)
and Google (-30%).
This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

3. Highlights – Topics/Products
Top 3 Technology topics/products mentioned in press releases –
February 2011
1st cloud 2nd website 3rd wireless
• Releases mentioning “cloud” technologies were 2.3x more frequent as
those mentioning “social media” (ranked 6th) this was down from 3.0x in
January 2011.
• Releases about new or existing “websites” still very popular despite
questionable interest on the part of journalists and bloggers.
• The highest ranked product is the iPhone, followed by the iPad though
mentions of this are down (-37%) perhaps reflecting the calm before
March’s iPad2 storm.
• Some notable increases in mentions of Android (+19%), social media
(+43%) and data centres/centers (+21%).
• Mobile World Congress related increases seen in mentions of LTE
(+30%) and NFC (+196%).
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4. Brand Feb Position Jan Position Movement
Top 25 most mentioned Technology
Brands in press releases
Microsoft 1 2 1
Facebook 2 3 1 Ranking February 2011
Verizon 3 1 (2)
IBM 4 10 6 Notes on ranking methodology
Apple 5 4 (1) • Based on 43,989 press releases from January 2011
Cisco 6 7 1 and 50,718 press releases from February 2011
indexed by PRFilter.
Oracle 7 6 (1)
HP 8 15 7
• Brands must be mentioned in the first 20 terms
Intel 9 5 (4) used in the releases (excluding common words
such as “a”, “the” etc) and must also appear more
Twitter 10 20 10 than once in the release.
Google 11 9 (2)
SAP 12 16 4 • Brands can be mentioned in either their own
Amazon 13 releases or other companies’ releases.
14 1
Canon 14 17 3
• Where the number of mentions is the same their
Sony 15 13 (2) average prominence i.e. how near the start of the
Samsung 16 8 (8) press release, is used as a tie breaker.
Ericsson 17 31 14
Dell 18 19 1
BT 19 26 7
ZTE 20 37 17
Sage 21 27 6
Sprint 22 11 (11)
Qualcomm 23 22 (1)
Motorola 24 23 (1)
Nokia 25 33 8
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5. Brand Feb Activity Jan Activity % Change Top 25 most mentioned Technology
Brands in press releases
Microsoft 100 96 4%
Facebook 94 81 16% Relative activity February 2011
Verizon 76 96 -21%
IBM 49 43 15% Notes on ranking methodology
Apple 48 78 -38% • Based on 43,989 press releases from January 2011
Cisco 45 48 -6% and 50,718 press releases from February 2011
indexed by PRFilter.
Oracle 45 60 -26%
HP 42 29 43%
• Brands must be mentioned in the first 20 terms
Intel 38 72 -48% used in the releases (excluding common words
such as “a”, “the” etc) and must also appear more
Twitter 35 24 45% than once in the release.
Google 33 47 -30%
SAP 31 29 9% • Activity is a normalised score out of 100 with the
Amazon 30 33 -8% February activity of the top brand – Microsoft –
representing 100.
Canon 29 27 8%
Sony 29 33 -10%
• Brands can be mentioned in either their own
Samsung 28 47 -41% releases or other companies’ releases.
Ericsson 26 13 107%
Dell 24 24 0% • Where the number of mentions is the same their
average prominence i.e. how near the start of the
BT 24 18 35% press release, is used as a tie breaker.
ZTE 19 6 221%
Sage 18 16 12%
Sprint 18 36 -49%
Qualcomm 16 19 -16%
Motorola 15 19 -21%
Nokia 15 11 40%
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6. Topic/Product Feb Rank Jan Rank Movement
Top 50 most mentioned Technology
cloud 1 3 2
website 2 1 (1) topics/products in press releases
wireless 3 2 (1)
app 4 4 0
iPhone
social media
5
6
5
9
0
3
Ranking February 2011
Android 7 10 3
smartphone 8 11 3
broadband 9 8 (1) Notes on ranking methodology
LTE 10 19 9
semiconductor 11 7 (4)
• Based on 43,989 press releases from January
LED 12 12 0
data center/centre 13 18 5 2011 and 50,718 press releases from
iPad 14 6 (8) February 2011 indexed by PRFilter.
server 15 16 1
PC 16 14 (2)
tablet 17 13 (4) • Topics or products must be mentioned in the
email 18 17 (1)
social network 19 24 5
first 20 terms used in the releases (excluding
satellite 20 25 5 common words such as “a”, “the” etc) and
HD 21 15 (6) must also appear more than once in the
cloud computing 22 20 (2) release.
GPS 23 23 0
CRM 24 22 (2)
wi fi 25 32 7
mobile device 26 30 4 • Where the number of mentions is the same
information/info security 27 61 34 their average prominence i.e. how near the
ethernet 28 41 13 start of the press release, is used as a tie
open source 29 36 7 breaker.
Mac 30 21 (9)
mobile operator 31 73 42
backup 32 35 3
ERP 33 44 11
VMware 34 57 23
digital media 35 29 (6)
mobile phone 36 38 2
Blackberry 37 53 16
search engine 38 28 (10)
SEO 39 33 (6)
mobile broadband 40 27 (13)
DVD 41 31 (10)
NFC 42 72 30
mobile application 43 40 (3)
iPhone app 44 39 (5)
mobile app 45 34 (11)
video game 46 49 3
social game 47 55 8
iPod 48 26 (22)
Microsoft dynamics 49 56 7
LCD 50 47 (3)
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7. Topic/Product Feb Activity Jan Activity % Change
cloud 100 90 12%
Top 50 most mentioned Technology
website 90 105 -14% topics/products in press releases
wireless 78 94 -17%
app 75 85 -12%
iPhone 45 54 -18%
social media 43 30 42% Relative activity February 2011
Android 35 29 19%
smartphone 32 29 10%
broadband 27 35 -22% Notes on ranking methodology
LTE 27 21 30%
semiconductor 26 37 -30%
LED 25 28 -11%
• Based on 43,989 press releases from January
data center/centre 25 21 21% 2011 and 50,718 press releases from February
iPad 25 40 -37% 2011 indexed by PRFilter.
server 22 22 2%
PC 22 26 -17%
tablet 19 26 -28%
• Topics or products must be mentioned in the
email 19 22 -14%
social network 17 14 22% first 20 terms used in the releases (excluding
satellite 14 14 1% common words such as “a”, “the” etc) and
HD 13 22 -41% must also appear more than once in the
cloud computing 13 16 -19% release.
GPS 12 14 -12%
CRM 12 16 -23%
wi fi 12 11 16%
mobile device 12 11 5% • Activity is a normalised score out of 100 with
information/info security 12 5 141% the February activity of the top topic – cloud –
ethernet 11 8 37% representing 100.
open source 11 10 11%
Mac 10 16 -36%
mobile operator 10 2 290%
backup 9 10 -8%
• Where the number of mentions is the same
ERP 9 8 17% their average prominence i.e. how near the
VMware 9 5 63% start of the press release, is used as a tie
digital media 9 11 -23% breaker.
mobile phone 9 8 4%
Blackberry 9 6 44%
search engine 8 11 -27%
SEO 8 10 -19%
mobile broadband 8 12 -34%
DVD 8 11 -30%
NFC 7 2 196%
mobile application 7 8 -9%
iPhone app 7 8 -15%
mobile app 7 10 -33%
video game 7 6 4%
social game 5 6 -7%
iPod 5 13 -59%
Microsoft dynamics 5 6 -13%
LCD 5 7 -34%
This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

8. Contact details
For more information on the Rankings, PRFilter or RealWire contact:
Adam Parker
Chief executive, RealWire
@AdParker
adam@realwire.com
M: 07810 837193
or follow PRFilter on Twitter @PRFilter