NEW YORK: Thomson Reuters will debut its Public Relations Suite, a service designed to improve the effectiveness of campaigns, this Sunday.
The impetus for the platform was the success the company had with its Investor Relations Suite and the press release self-publishing service it launched three years ago, said Corey Fiedler, VP of product management at Reuters.
“Our corporate group is very large within Thomson Reuters, where we have more than 2,500 corporate clients. We work with their IR teams, marketing teams, and internal communications teams, so it was a natural progression for us to move into public relations,” explained Fiedler.
She added that Thomson Reuters also wanted to leverage its acquisition of MyMediaInfo, which it bought in February. It plans to integrate its own news and analytics with MyMediaInfo's media contacts, measurement capabilities, and monitoring tool.
The PR Suite allows clients to have everything available “in a PR workflow in one house,” said Fiedler.
Clients can identify traditional media and social media contacts, reach out to them through press release distribution or email blasts, and monitor what people say about the company online, on TV, or in print. At the end of the process, the platform measures the PR impact in terms of outreach, ROI, and media pick-up.
In addition to its partners, Thomson Reuters will introduce the product to new users, as well as PR agencies working with its clients, Fiedler explained.
While Reuters is not working with a PR agency to promote the suite, the company will showcase it to event attendees and actively use social media to raise awareness about it. Fiedler said Thomson Reuters will also highlight the offering on its blog and tweet about it. The Thomson Reuters Twitter account has more than 69,000 followers, and its PRServices page has about 1,600 followers.
Fiedler said the company will also use “grassroots campaigning” to promote the offering by leveraging its sales force and account managers.