Public Relations: What's The Best Pr Management Software?

Choosing the right Public Relations software solution for a company is an important consideration with so many different types of media to monitor and a cohesive digital voice to maintain. In PR, there has always been high focus on maintaining quality media databases and monitoring tools to increase the efficiencies of staff and work closely with the media. Before the explosion of social media, keeping track of a company's online presence consisted of monitoring the company's website, mentions in well-known, online news sites and industry trade publications or using online search tools such as Google Alerts. Now, with the proliferation of thousands of social channels across the Internet, monitoring a company's placements has become overwhelmingly difficult.
There are two major competitors in the PR software market, Vocus and Cision, which help public relations and marketing professionals engage journalists, identify online influencers, monitor social networks and track the effectiveness of their communications programs.
Vocus
Vocus provides a rich set of tools for traditional and social media monitoring, media outreach and news distribution. Its software includes five primary components: a media contacts database, news monitoring and management, social media monitoring and management, reporting and analysis, and press release/pitch distribution. The company's built-from-the-ground-up monitoring tools cover more than 50,000 traditional media outlets, every major social media site and 20 million blogs. Through PRWeb, Vocus offers extensive news distribution and tracking capabilities.
Cision
Cision is a Web-based solution that allows professionals to build media lists, distribute press releases, manage PR campaigns, monitor news coverage and analyze results. Cision combines its own PR tracking capabilities built on the former Bacon's clipping service with a white-labeled version of Radian6 to provide markets and PR professionals with a complete view of brand mentions and trends across traditional and social media. Cision utilizes a customizable communication dashboard that offers integrated access to the Bacon's Media Database and Cision monitoring and productivity tools. The three editions of the Cision platform - Cision Enterprise, Cision Professional and Cision Small Business - make Cision's integrated, on-demand media research, distribution, monitoring and analysis tools available to a wide base of marketing and public relations professionals.

By: Scottie Best

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