Jun 27, 2018 / in Cision Product News / by Andrea Rosi

Burton-Taylor’s analysis of Media Intelligence services helps to inform PR & comms buyers on the industry’s numerous offerings. The purpose of their reporting is to educate potential buyers on their options and isolate the solution that is best suited to address their specific needs. In their recent report, Burton-Taylor considers Media Intelligence solutions to: 

  • Monitor media coverage 
  • Measure and analyze its impact 
  • Identify journalists and other key influencers and manage contacts with them 
  • Distribute press releases and track their impact 
  • Monitor, analyze, and manage social media coverage 

We’re excited to share Burton-Taylor’s in-depth analysis of Cision Communications Cloud® in each of these respective areas.  

Media Monitoring 

When it comes to monitoring media coverage, Burton-Taylor offers a lengthy overview of Cision Comms Cloud™ features and functionality. Cision adds over 3 million stories daily including online content curated from over 400,000 news websites, access to over 17,000 mainstream media sources via a partnership with LexisNexis, and comprehensive broadcast coverage via partnerships with third-party providers including LexisNexis. In addition, users have access to social content in the same place as their online, print, and broadcast media sources to get the most holistic view of their coverage. Burton-Taylor calls out Cision’s advanced capabilities around filtering coverage with options including media type, location, outlet, and tone to narrow in on the results that matter. 

Media Analysis 

Burton-Taylor calls out Cision Comms Cloud’s analytics capabilities as a key area of strength, with an impressive range of options. Cision automatically generates measurement and analysis charts while also offering a “Cision Insights” team to supplement with human-based analysis as well.  With over twenty standard charts available, users can choose from a broad range of options, or customize the formatting of charts to fit their specific needs. Dashboards can be easily exported via PDF or shared via email, or live, dynamic reports can be distributed to key stakeholders via a web link. If users want to take their analysis a step further, integrations with other marketing technologies are available including Google Analytics, Adobe, Marketo, and SalesForce.  

Influencer Management 

Cision Comms Cloud offers customers access to a global contact database of over 800,000 influencers and 1.6 million records. When identifying key influencers, it is possible to search and filter contacts and outlets by a number of attributes including name, keyword, location, industry, language, or interest. Results can be sorted into granular lists for advanced targeting. Burton-Taylor references Cision Comms Cloud’s contact management capabilities as a key area of strength, offering users the ability to manage a range of activities from sending an online press release via PR web or an email distribution to media contacts via custom lists to scheduling social media posts and logging specific influencer activities for future reference. 

Press Release Distribution 

As the world’s largest press release distributor, Cision Distribution by PR Newswire covers over 170 countries across multiple geographic, industry, and demographic circuits. Burton-Taylor refers to the increasingly tight integration between PR Newswire and PRWeb with Cision Comms Cloud as a key differentiator for Cision. The report also mentions PRN’s extensive analysis on audience and engagement data through visibility reports, combined with its support for UTM tracking codes, offering users insight into the impact of their coverage via specific news outlets and channels.  

Social Media 

In parity with the explosion of social media networks, sharing of news coverage via social channels has also grown exponentially over the past decade. Cision Comms Cloud provides access to social media content, including popular social media networks, blogs, and message forums, in the same solution as online, print, and broadcast coverage. In addition, users are able to reference Twitter streams and social handles from an influencer’s profile, view recent tweets and engage with an influencer via social, all from within the Comms Cloud Platform. Cision delivers the best social functionality to suit the needs of the PR and comms professional and Burton-Taylor agrees. 

If you would like to take a deeper look at Burton-Taylor’s overview of Cision Comms Cloud in their Media Intelligence Buyer’s Guide, please find it here.  

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About Andrea Rosi

Director of Product Marketing at Cision, Andrea Rosi is the Director of Product Marketing for the Cision Communications Cloud®. She comes from a background in the Martech space, with 5+ years spent focused on marketing automation, content marketing, and personalization software. At Cision, she leads a team in the creation of product messaging and Go-To-Market activities to drive engagement with existing and future customers.