Knewton Taps Atomic Public Relations to Launch Dynamic Online Educational Platform and Test Prep Service

Accelerates market expansion for the industry's first adaptive learning engine

SAN FRANCISCO, CA - April 7, 2009 - Atomic Public Relations (, the leading source for alternative PR energy, today announced it has been selected as agency of record for Knewton, a dynamic online educational platform and test prep service.

Atomic will build awareness for Knewton's groundbreaking adaptive learning engine and online test prep service through a comprehensive program consisting of communications strategy and PR services in broadcast, print, and online media, plus related services in SEO/SEM, emerging media, and digital video. Atomic was brought on board just as Knewton closed its Series B round of financing with lead investment from Bessemer Ventures. Knewton was founded in late 2008 by Jose Ferreira, a former Kaplan executive, with Series A funding from Accel Partners, First Round Capital and angel investors including Ron Conway and Reid Hoffman.

"We chose to work with Atomic PR because of its expertise in the e-learning and web 2.0 space, successful track record with Internet brands, and strong reputation in delivering high impact results for its clients," said Jose Ferreira, Knewton CEO and Founder. "Atomic PR provides the right mix of analytics driven strategy and measurement, creativity, and efficient execution to help us change how learning takes place on the Web."

Knewton's immediate objective is to support the continued rapid growth of its test prep service, which has demonstrated significant market momentum in the past few months, despite the economic downturn. Knewton has developed the industry's first adaptive learning engine, customizing educational content to meet the individual needs of each student. Unlike textbooks and other traditional content vehicles that provide the same material to every student, Knewton dynamically matches lessons, videos, and practice problems to each student's ideal learning arc. Constant assessment across dimensions such as difficulty, frequency, and medium maximizes learning efficiency and concept mastery. Knewton's test prep courses for the GMAT, LSAT, SAT, and GRE bring the brightest and most experienced teachers directly to students worldwide via a live and on-demand online video classroom. The Knewton platform also powers third-party educational content from major publishers, corporations, and other organizations.

"We believe in Knewton's technology and vision for customizing and enhancing the way people learn and look forward to accelerating the company's momentum," said Rebecca West, co-founder and senior vice president of Atomic PR.

Atomic's client portfolio ranges from deep tech to consumer tech and entertainment and includes such brands as Verizon, Sigma Designs, Echelon Corporation, Hotwire, RealtyTrak,, Mint and others. For more information, please visit

About Atomic Public Relations | Alternative PR energy
Atomic PR was created in 1999 to drive a higher level of communications impact in the post-Internet era. Taking our cue from leading tech brands, we embraced analytics, community technologies, transparency, automation and streamlined workflows to create the kind of opportunities and solve a new generation of PR challenges many companies are now experiencing for the first time. Atomic's unique approach has driven improvements, often 100% or more across numerous measures of online and offline PR performance for a wide range of well-known technology, social media, consumer and entertainment brands including Verizon, Hitachi, IMAX, Linkedin, Hotwire, and others. Often at lower cost and with an easier management experience all around. Atomic has offices in San Francisco, Los Angeles, New York and London plus affiliates across Europe, Asia Pacific, China and Japan. More information at

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