When discussing PR software, the company Cision is one of the biggest players. In my studies at the University of Oregon School of Journalism and Communication, the company has come up several times while talking to professors and alumni. I wanted to dive into why this company is so important.
What is Cision? Cision is most known for its PR software. This software includes a media database that helps companies target journalists, bloggers and social influencers. The database consists of 1.6 million contacts with 20,000 updates daily. The media distribution is the other largest draw of the software. It holds 900,000 global contacts, 10,000 distribution points and access to PR Newswire .
How Cision Can Help PR Pros
1. Find The Right Influencers- A major role of a PR pro is pitching journalists, bloggers and social media influencers to write positive stories about the company that you are working for. Cision connects you to writers that cover related topics with its large media database.
2. Distribute Materials- Another important role of a PR pro is distributing media kits and press releases. Cision has created a large media distribution list to get your materials to the right people.
3. Track When People Are Talking About You- PR pros are also expected to understand what the media are saying about their brand. Cission allows you to track when others are mentioning you over social, broadcast, print and online sources.
1. Meltwater – One strength of Meltwater is its “Influencer” measurement that ranks outlets by influence. However, Meltwater has been called slow and unreliable at times.
2. Muck Rack -Muck Rack basically uses Twitter as a media database. The largest benefit is that journalists use it too. However, it does not have the wire service capabilities that Meltwater and Cision possess.
How is the company so successful?
In addition, to Cision’s own products the company owns several other technologies such as PR Newswire, Gorkana, PRWeb, Help a Reporter Out (HARO), and contact. It also has strong ties with some very powerful companies in the media industry such as Nielsen.