Direction for the New Cision/Vocus Merger Revealed

20 Oct Direction for the New Cision/Vocus Merger Revealed

Back in June, I wrote a post about the merger of two of the most well known and rivaling toolsin the PR industry: Vocus and Cision. In the post, I offered up my advice to Cision chief Peter Granat, VoCision’s now CEO, on what he should keep in mind as he established a new direction for the company.  In case you missed it you can read it here: VoCision: The Merger of Two Well-Known PR Tools.

 

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Even though the merger is still in the very infant stages, we are learning more about plans for how the new company will operate and have been given some clues about what the new powerhouse tool might look like.  In fact, within a timespan of about a month, Washington Business Journal reporter Bill Flook published two articles titled “Vocus’ new focus: CEO Peter Granat maps out a post-merger future for the PR software powerhouse,” and “Goodbye, Vocus: Merger Claims a Venerable DC Brand,” both providing details straight from Granat about where things are headed.

Here’s a recap:

  • The company will take on the Cision name (Granat was former CEO at Cision)
  • The company will be headquartered in Chicago.
  • The company, post Vocus layoffs, is sitting at about 1,500 employees and Granat said he could not infer about future layoffs at this point
  • In September, Vocus and Cision announced they will acquire Seattle-based Visible Technologies, a social analytics platform and consultancy
  • Granat said the main focus of the business “will be around the top of the marketing funnel…where brand, reputation, awareness, buzz are built, and really all of those attributes around the brand.” (Taking them further from the former lead gen/ sales focus of Vocus)

 

The announcement from Granat focused mostly on the organizational structure, rather than the capabilities to assist with PR efforts I was hoping for. However, Flook did mention that the company hopes expand and see growth in additional services like content marketing and social to address the evolving PR landscape.

 

Either way, once the plans are even further unveiled, they will surely impact how we provide valuable editorial information to our clients. Now, having less diversity in choosing between two big players in the space, most agencies will at least be trying out the new Cision. This means there will be a unification of data so more agencies will work with the same data.

 

Additionally, with a monopoly in the space, will this lead to higher costs and lower quality? It will be interested to see if other options emerge in this space, but for now the only big alternative seems to be Meltwater.

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Kate Nesbitt
knesbitt@speakerboxpr.com
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