About Us

About PR Toolkit

PR Toolkit helps communications teams know how journalists will respond to their press releases before they hit send.

Our Press Release Scorer is built on research with real UK journalists, capturing how they actually evaluate press releases for credibility and newsworthiness. Each release is scored across 30 criteria covering source credibility, accuracy, newsworthiness, bias, and practicality—giving comms teams a clear score out of 180 and specific recommendations for improvement.

Think of it as A/B testing for PR

Instead of guessing which angle will land, or waiting to see if journalists pick up your story, you can test and refine your messaging before publication. Our analysis shows exactly why some releases outperform others and what changes will move the needle.

What we offer

• Press Release Scorer – Test releases against journalist-calibrated panels and get a credibility score with actionable feedback
• Headline Testing – Compare headline options to see which will generate the most interest
• Performance Reports – Analyse your press release portfolio to identify patterns and opportunities

Who we work with

We work with in-house comms teams and PR agencies who want to improve pickup rates, strengthen journalist relationships, and demonstrate measurable improvements in their media output.