CHICAGO: Cision has launched an all-in-one communications platform that integrates earned channels with paid and owned media.
The Cision Communication Cloud brings together seven solution products the company has acquired over the past several years: Vocus, Gorkana, PRWeb, PR Newswire, Viralheat, Visible Intelligence, and iContact. Help a Reporter Out (HARO) will also be integrated into the new platform in November.
The cloud-based platform will enable CCOs to perform all their functions on a single platform more efficiently. This is a "mission-critical step," said CEO Kevin Akeroyd, who was hired in August.
"All we’re doing right now is helping the CCO play catch up," he said. "This idea of a unified platform instead of individual point solutions is super mature everywhere else except for comms. This is about data, content, applications, and media all coming together."
The platform will allow users to monitor media and social channels, connect with media and influencers, create an earned media and content strategy, engage stakeholders, and analyze data.
Akeroyd said the efficacy of owned and paid media is declining, causing earned to grow in importance.
"Earned media has been more important and never will be more important than now," he said. "The reason I came [to Cision] is because I had this vision and I knew this what the earned media and communications industry needed."
Asked if Cision would continue its buying spree, Akeroyd said, "We will be acquisitive going forward. There are a few pieces we need to round out the platform to make it holistic and broad."
Behind this push for an integrated platform is an embrace of data, a trend Akeroyd witnessed when he was SVP and GM of Oracle Marketing Cloud. He said he believes data is the reason the CMO became one of the most important executives at a company.
"Quite frankly, we just allowed ourselves to lag in the communications industry," he said. "When we lean into data and the platform, we can drive for the comms side of the house what’s already been driven over there in the advertising, e-commerce, and owned media side of the house."