Comcast Florida Saves Time Tracking Earned Media Coverage with Cision
Discover how Comcast Florida used Cision for smarter outreach and media monitoring.
time saved on media monitoring
expected time savings
consolidated PR solution
Challenge
Comcast’s Florida Region public relations team handles external communications across Comcast’s Florida markets. That means managing competing priorities – not all of which contribute to increasing earned media coverage. We spoke with Cindy Arco, Public Relations Manager for Comcast’s Florida Region, for more context: “We would love to spend all of our time on proactive, positive media outreach about new products and services to local news media outlets in our major markets. Of course, the reality is that’s not all we get to do. We also have to deal with reactive communications in response to different topics, like customer service issues.”
Solution
Comcast Florida makes full use of Cision’s database, distribution, monitoring, and analytics capabilities. With hundreds of thousands of contacts in Cision’s media database, the team instantly gains access to complete, dynamic, and vetted influencer profiles. They can then reach targeted audiences by distributing press releases through PR Newswire, the industry leader with the largest and most comprehensive distribution network. Throughout the campaign process, Comcast Florida uses Cision’s monitoring and analytical tools to track media coverage, attribute value, and demonstrate impact to stakeholders.
Results
What was once a largely manual process – sending releases, pitching stories, tracking coverage – is now automated. Arco says working with Cision has helped the team manage its workload more efficiently and shift toward a more data-driven approach to measuring PR impact.
About Comcast Florida
Comcast is a global media and technology company delivering industry-leading broadband, mobile, and entertainment platforms to hundreds of millions of customers worldwide. It also created and distributes entertainment, sports, and news content, and operates theme parks and attractions across the globe.
Comcast opened its Florida Region headquarters in 2025.
Time saving monitoring solution
Tracking the clips where Comcast Florida gets coverage isn’t something the team can ignore, no matter how busy it gets.
“I have to get it done no matter what else goes on,” Arco says. She estimates using Cision has already given her a quarter of that time back, a number she expects to grow as the team gets more comfortable with the platform. “It’s going to be closer to 50%. That’s huge for me.”
“Cision makes my work day less stressful because it makes tracking our media coverage easier and quicker. I spend less time working on this and get better results than I was before when I did it manually.”
Omni-channel media monitoring capabilities
Arco says she previously used Google Alerts to monitor mentions of Comcast Florida in the news, but that has its limitations.
“Google Alerts won’t pick up what’s in print,” she points out. “We subscribe to the majority of the newspapers throughout Florida, and if I knew something was coming I would know to search for it there, but sometimes you might pitch something about a donation we gave, for instance, and it is two months before they run a story about it.”
Customized media list building
When it comes time to pitch media, Arco says the challenges facing today’s newsrooms at newspapers and television stations have affected communications professionals as well.
“These days, no matter where you’re looking, there’s a ton of turnover (among journalists),” she says. “If they’re moving to another publication or going into a new field, it’s not always easy to keep up with those contacts.”
“It’s tough to have good connections with news media in every single market. It’s just not realistic,” Arco says.
With Cision, she can seek out influencers based on their beat, area of focus, and more.
“There are so many different options for the search features, which is really nice,” she says. “I tend to put in a search I know is going to give me way more than I need, because you can always filter within a search. I find it to be very user-friendly.”
A trusted advisor relationship and personalized service
Arco gives high marks to the Cision team, particularly her account manager, who keeps her updated on new features and training opportunities.
“I’ve gotten the opportunity to meet her personally,” she says. “I know that I can always go to her with questions or concerns. She makes sure I have the right information when I go to my boss. We’re saving money by doing this – it’s a better solution.”
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