June 16, 2016

Today, we are proud to announce that Cision has finalized the acquisition of PR Newswire. By combining capabilities, Cision will provide clients with the industry’s best content distribution, influencer outreach and analytics offerings.

Over the past six months, I’ve kept a close ear on industry conversations related to our agreement to acquire PR Newswire. The questions I’ve heard range from “Why? Isn’t the press release dead?” or “Press releases are old school tactics.”  

Social media and content marketing have drastically altered the way in which audiences receive their news. Consumers are receiving information in new ways and trusting recommendations from key influencers – analysts, friends, family, colleagues, etc.

Enter, the press release. News release. PR. No matter the name, it’s a form of content marketing. The lines are blurring between the responsibilities of public relations practitioners, social media managers, content marketing managers and marketing communications professionals. The answer? It’s everyone’s responsibility.

The most effective communications programs take a holistic approach and break down the silos of “who owns what,” and what “island” certain tactics live on. Our jobs aren’t done once we hit the ‘Tweet’ button. They aren’t done after we publish a blog post. And they certainly aren’t done after a press release is distributed. Communicators are constantly innovating to increase reach, to reach new target audiences, and to persuade stakeholders of brand missions. I’ve seen these roles evolve and ideas explode to include new tactics to achieve these goals: social media monitoring, engagement, creating relationships with bloggers and new media personalities (sound like influencer marketing to you?); and learning new forms of analytics across platforms to prove the sometimes elusive value of efforts to the c-suite.

It’s the way our industry has evolved and the natural progression of human attention spans, technology advancements and new platforms that dazzle audiences and keep them interested. Resistance or stagnation can sometimes be one of our downfalls. In this day and age, communicators must know – their worth is paramount to organizations, no matter the size – and without effective tactics, more integration, more knowledge, more analytics and more insight, communications professionals won’t be able to consistently deliver that value.

If we don’t start thinking about content and campaigns holistically, and continue to think of them as singular parts strewn about, we’ll continue to face the same challenges rather than knocking them down.

This is why today’s news is so significant to our industry.

With Cision’s acquisition of PR Newswire, consumers will now have access to the industry’s largest content distribution network, influencer outreach, best media monitoring and analytics.

This move is the latest example of Cision’s commitment to delivering innovative products and services to communications, social and content marketing professionals that enable their stories to reach far and wide to the audiences that matter the most to them.

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