"Cision has been working on a strategy to simplify comms and the marketing landscape," said Peter Granat earlier this year. "There’s a real need to do that in an integrated way."
To accomplish that, Chicago-based Cision has been on an acquisition and merger spree, most recently announcing plans to merge with PR Newswire. Other deals included a merger with Vocus in 2014 and the acquisition of Visible Technologies and Gorkana.
Granat said of the acquisition: "We’ve been working on building out an end-to-end comms platform, and the combination with PR Newswire gives us a market-leading, multimedia content-distribution network, as well as tools beyond [media relations] for IR."
Cision also gains a global network of more than 600,000 journalists and bloggers and a client base of more than 40,000 public and private companies, organizations, and agencies.