Tracking Cision’s Strategic Acquisitions

It’s here! Cision’s new Integrated Platform.  We’ve been closely following Cision’s acquisitions over the past year, as they’ve strategically purchased best-in-class companies. These acquisitions have led to the development of a new media database. It’s the result from the integration of the Cision, Vocus, and Gorkana databases. Earlier this month, I sat in on a demo that showcased the platform they’ve built. It combines elements from all these acquisitions to deliver a brand-new product offering.

A New Platform Driven by Customer Collaboration

Cision emphasized that their new platform is the result of extensive collaboration with customers from around the world—from solo practitioners to large enterprises. The goal? To simplify workflows, enhance user experience, and increase collaboration across PR, social media, and marketing. It’s clear that Cision has created an open roadmap that adapts to the evolving needs of its users.

Transforming Data into Actionable Intelligence

One of the key challenges in the PR industry has been transforming data into actionable intelligence. Everyone is striving to deliver meaningful analytics that not only prove the value of PR efforts.  But, they also want to provide deeper insights into the influencers they’re trying to reach. Cision’s new tools are designed to enable engagement, amplify reach, and measure the impact of that engagement.

Key Features from the Webinar

During the webinar, Cision highlighted several exciting features of their new platform:

• Influencer Identification and Analysis: A cool new way to identify influencers, engage with them, and analyze their impact.
• Real-Time Event Monitoring: When attending events, you can see in real-time who is writing about specific topics on Twitter, without waiting for articles to be published.
• Comprehensive Outreach History: The history tab provides insights into previous interactions with editors, agencies, or organizations—especially useful for globally dispersed teams.
• Geographical Mapping of Followers: Analyze where Twitter followers are located to better understand regional engagement, such as mapping where most golf activity occurs.
• Social Media Management: With the ViralHeat acquisition, you can schedule social posts in advance for upcoming campaigns.
• Agency-Level Influencer Management: Agencies can now manage influencers across multiple clients within the platform.
• In-Depth Editor Insights:  You gain deeper insights into an editor’s interests, beat, and who is following them.
• Email Optimization: The platform simplifies common tasks like sending emails to contact lists with templates optimized for mobile viewing.

Integrated Tools and Enhanced Analytics

Cision has also fully integrated PRWeb into the new platform, streamlining the entire end-to-end process. PR Newswire customers can connect to the Online Member Center for easy distribution.

The platform’s analytics capabilities are impressive:

• Earned Media Monitoring: The platform offers unparalleled content monitoring, allowing you to track the reach, sentiment, and company-specific tones of media mentions. Automatic tagging eliminates manual efforts, and you can set up immediate mention alerts.
• Customizable Reports: Generate clip reports or executive summaries and export data to Excel if needed. Advanced analytics enable you to customize and track executives, products, and more.
• Publicity Value: Though platform still offers “publicity value” as a metric, Cision no longer recommends it as a primary form of measurement.

Global Insights and Personalized Engagement

Cision’s global insights team can provide qualitative analysis of results, helping you create meaningful 1:1 engagement with editors and influencers. With so many contacts to manage, Cision’s platform is an invaluable tool for finding and targeting the right influencers for your campaign initiatives.

Upgrade to the New Platform

The new Cision platform is available now. While you can stay on your existing platform, there are great options to upgrade when you’re ready to move to the new system.

Need to make a comparison?  Subscribe to our PRToolsDatabase!  You’ll have a complete list from which to evaluate!