In December 2015, Cision announced plans to purchase PR Newswire in a deal that would create, “a leading global communications platform,” according to the joint press release. The announcement rippled throughout the industry, as many public relations, industry relations and marketing professionals have come to rely on one or both of these services as a go-to resource at some point throughout their career. The merger minimizes already-limited mass distribution options but creates a comprehensive platform for communications professionals, allowing enhanced management of the entire communications life cycle from one location.
Shortly after merger plans were announced, Cision CEO Peter Granat told PR Newser, “We are building a new suite of communications tools that bring together social media, content marketing, and PR into a simplified integrated suite.”
Perhaps the best thing about this merger is the one-stop shop it will create, efficiently connecting brand stories with the journalists and outlets that will share them. As Peter Granat noted in the Cision/Vocus press release in October 2014, “PR has expanded, and traditional PR is just one part of our job. Our roles now include digital, social and content – with a new emphasis on measurement and analytics.”
The merger solidifies the robust platform media relations professional will appreciate, that includes:
The combination of these elements will likely equate to a larger price tag for Cision services. While most large companies can validate the price due to the extensive services it provides, small to mid-size companies might have a tougher time justifying the expense against other marketing and public relations efforts. The good news is, other free or less-expensive options are available.
With price as a deciding factor, it’s important to consider what service is going to impact brand goals most. Here’s a short list of services based on goal:
While not final, all arrows point toward the Cision PR Newswire merger completion later this year. For now, the two companies will continue to operate on their respective platforms through 2016.
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