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60-428: Cision provides public relations services to businesses. The company offers social media monitoring and engagement and media publicity services. Cision's software is distributed in seven languages. As of June 2014, it was used by more than 16,000 annual subscribers worldwide, including commercial businesses and governmental, educational and non-profit organizations. The company offers three web-based packages:

120-464: A business , government agency , or a nonprofit organization ) to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure

180-887: A PR firm's client, rather than paying for the client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders , and persuade them to maintain a positive or favorable view about the organization, its leadership , products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies , government , and public officials as public information officers and nongovernmental organizations , and nonprofit organizations. Jobs central to public relations include internal positions such as public relations coordinator, public relations specialist, and public relations manager, and outside agency positions such as account coordinator, account executive , account supervisor, and media relations manager. In

240-441: A blog post, and a company blog post found the earned media story the most credible. Readers sought out and paid attention to information such as the independence and credentials of the journalist, the balance of the coverage, and the prestige of the outlet in which the story appeared. Consumers are more likely to trust a voluntary recommendation from someone they know more than a paid advertisement. Compared to advertising metrics,

300-422: A central role in doing public relations. After a public relations practitioner has been working in the field, they accumulate a list of relationships that become an asset, especially for those in media relations. Within each discipline, typical activities include publicity events , speaking opportunities, press releases , newsletters , blogs , social media , press kits, and outbound communication to members of

360-664: A host of different types of business verticals such as entertainment, technology, music, travel, television, food, consumer electronics and more. Many publicists build their career in a specific business space to leverage relationships and contacts. There are different kinds of press strategies for such as B2B (business to business) or B2C (business to consumer). Business to business publicity highlights service providers who provide services and products to other businesses. Business to Consumer publicizes products and services for regular consumers, such as toys, travel, food, entertainment, personal electronics and music. Litigation public relations

420-421: A media monitoring and analytics technology company. In January 2023, Cali Tran joined as CEO. In June 2023, Cision launched CisionOne, an AI-powered platform. In July 2024, Dow Jones & Co. filed a lawsuit against Cision for a breach of contract. Public relations Public relations ( PR ) is the practice of managing and disseminating information from an individual or an organization (such as

480-518: A political party. Those members would then be considered stakeholders, which are people who have a stake or an interest in an organization or issue that potentially involves the organization or group they are interested in. The Publics in Public Relations are: Early literature authored by James Grunig (1978) suggested that publics develop in stages determined by their levels of problem recognition, constraint recognition and involvement in addressing

540-466: A real menace to democracy as it renders the public discourse powerless. Corporations are able to hire public relations professionals and transmit their messages through the media channels and exercise a huge amount of influence upon the individual who is defenseless against such a powerful force. He claims that public relations is a weapon for capitalist deception and the best way to resist is to become media literate and use critical thinking when interpreting

600-447: A satisfactory phrase to describe what I do." In 1948, historian Eric Goldman noted that the definition of public relations in Webster's Dictionary would be "disputed by both practitioners and critics in the field." According to Dr. Ren, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to

660-818: A set of fundamental guidelines that people within the public relations professions should practice and use in their business atmosphere. These values are: Other than the ethics put in place in the United States of America there are also International ethics set to ensure proper and, legal worldwide communication. Regarding these ethics, there are broad codes used specifically for international forms of public relations, and then there are more specific forms from different countries. For example, some countries have certain associations to create ethics and standards to communication across their country. The International Association of Business Communication (founded in 1971), or also known as IABC, has its own set of ethics in order to enforce

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720-408: A set of guidelines that ensure communication internationality is legal, ethical, and is in good taste. Some principles that members of the board of IABC follow include. The IABC members use the following list of ethics in order to work to improve values of communication throughout the world: Spin has been interpreted historically to mean overt deceit that is meant to manipulate the public, but since

780-716: A third party without any form of payment to the publisher . It includes articles by media outlets , interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications. The phrase "earned media" serves as a contrast to the concept of "paid media" or, simply advertising . It may also include social media sharing, unpaid mentions by podcast hosts and guests, or word-of-mouth marketing . Earned media excludes advertising (paid media) and company branding (owned media). Marketing communication can be summarized as falling into four categories, ( paid , earned , social [or shared ], and owned ) media. This categorization

840-435: A third party, with no payment changing hands. Examples include mentions in traditional media, guest appearances on television shows, or an opinion piece in a periodical. Sometimes social media mentions, ratings, reviews, and online discussions are included in this category. Although earned media is not paid for, it is not entirely cost-free. Generating earned media may require hiring staff, creating content, promoting

900-402: Is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." The UK-based Chartered Institute of Public Relations focuses its definition on reputation: "Public Relations is about reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with

960-536: Is earned "through relationships, incredibly newsworthy stories, and targeted messaging", without paying the media outlet. One inherent limitation, compared to paid or owned media, is that the person or organization has to convince journalists, editors, and television news producers to write a story about them, or an editor to publish an outside editorial. While this gatekeeper function serves to filter out lower quality and non-newsworthy content, it may also allow media outlets to act as censors when they do not agree with

1020-442: Is essential to mitigate negative impacts and maintain public trust. Public relations professionals both serve the public's interest and private interests of businesses, associations, non-profit organizations, and governments. This dual obligation gave rise to heated debates among scholars of the discipline and practitioners over its fundamental values. This conflict represents the main ethical predicament of public relations. In 2000,

1080-438: Is mostly media -based, and this differentiates it from advertising as a form of marketing communications . Public relations often aims to create or obtain coverage for clients for free, also known as earned media , rather than paying for marketing or advertising also known as paid media. However, advertising is also a part of broader PR activities. An example of good public relations would be generating an article featuring

1140-459: Is sometimes referred to as the PESO model . Sometimes, the categories overlap. For example, paying a social media influencer to promote a product or event is both "social" and "paid" media. If a company is criticized online, and the controversy is described in a news article, that could be both "shared" and "earned" media. Earned media is what happens when a person or organization is spoken of by

1200-548: Is the management of the communication process during the course of any legal dispute or adjudicatory processing so as to affect the outcome or its effect on the client's overall reputation (Haggerty, 2003). Public relations plays a crucial role in crisis management by helping organizations prepare for, navigate, and recover from unexpected events that threaten their reputation, operations, or stakeholders. A crisis can range from natural disasters and product recalls to scandals and cybersecurity breaches. Effective crisis communication

1260-404: Is the use of Internet tools and technologies such as search engines , Web 2.0 social bookmarking, new media relations, blogging , and social media marketing . Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and to communicate directly with the public, customers and prospects. PR practitioners have always relied on

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1320-594: Is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. Some of the major social media platforms currently include Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. As digital technology has evolved, the methods for measuring the effectiveness of online public relations have improved. The Public Relations Society of America, which has been developing PR strategies since 1947, has identified five steps for measuring online public relations effectiveness. Publicists can work in

1380-480: Is trusted more by consumers than other forms of promotion. A Nielsen study in 2013 found that earned media (also described in the report as word-of-mouth ) is the most trusted source of information in all countries it surveyed worldwide, and is the channel most likely to stimulate the consumer to action. In a 2019 study by the Institute for Public Relations, participants shown an earned news story, an advertisement,

1440-477: Is ultimately to undermine the central goal of building trust and nurturing a good relationship." The techniques of spin include selectively presenting facts and quotes that support ideal positions ( cherry picking ), the so-called " non-denial denial ", phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in

1500-512: The Public Relations Society of America (PRSA) responded to the controversy by acknowledging in its new code of ethics "advocacy" – for the first time – as a core value of the discipline. The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations. The Chartered Institute of Public Relations ,

1560-539: The World Wars (compare journalism ). World War I (1914–1918), which affected not only military but whole populations, is considered to be "modern propaganda's launching pad". This led to more sophisticated commercial publicity efforts as public-relations talent entered the private sector. Most historians believe modern-day public relations was first established in the US by Ivy Lee (1877–1934) in 1903 when he started working as

1620-436: The press , arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson , preparing clients for press conferences , media interviews and speeches, writing website and social media content, managing company reputation ( crisis management ), managing internal communications , and marketing activities like brand awareness and event management. Success in

1680-541: The "CisionMarketing Suite", the "Public Relations Suite" and the "Government Relations and Political Action Committee Suite". The Cision "Public Relations Suite" allows users to distribute press releases, access a database of bloggers and journalists (with no option to opt-out), and monitor and analyze news and social media sites. The company's "Government Relations Suite" manages government contacts, analyzes lobbying activity, facilitates communication with elected officials and provides PAC compliance software for filing reports to

1740-622: The 1950s has shifted to describing a "polishing of the truth." Today, spin refers to providing a certain interpretation of information meant to sway public opinion. Companies may use spin to create the appearance of the company or other events are going in a slightly different direction than they actually are. Within the field of public relations, spin is seen as a derogatory term, interpreted by professionals as meaning blatant deceit and manipulation. Skilled practitioners of spin are sometimes called "spin doctors." In Stuart Ewen 's PR! A Social History of Spin , he argues that public relations can be

1800-682: The FEC and state elections commissions. Through a series of acquisitions , the company provides services in PRWeb, HARO, North Social, Eureka, Vocus, and Media Insight Suite which Cision has continued to operate under the existing brand names. PRWeb is an online press release service. PRWeb services are available through the "Vocus Marketing Suite," the "Vocus PR Suite" or as a separate service. In 2011, Cision AB sold its Finnish subsidiary Oy Cision Finland AB to M-Brain Group . On September 15, 2014, Cision announced

1860-519: The Public Relations Society of America, and The Institute of Public Relations are a few organizations that publish an ethical code. Still, Edelman 's 2003 semi-annual trust survey found that only 20 percent of survey respondents from the public believed paid communicators within a company were credible. Individuals in public relations are growing increasingly concerned with their company's marketing practices, questioning whether they agree with

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1920-479: The UK company Gorkana. Gorkana offered monitoring, journalist databases and analysis services. On December 15, 2015, Cision agreed to acquire PRNewswire from UBM plc for $ 841 million (approx. £575 million). On June 29, 2017, Cision went public via its reverse merger with special purpose acquisition company Capitol Acquisition Corporation III. On December 26, 2017, Cision agreed to acquire PRIME Research. The acquisition

1980-411: The UK, the equivalent job titles are Account Executive, Account Manager, Account Director and Director. Public relations specialists establish and maintain relationships with an organization's target audiences , the media, relevant trade media, and other opinion leaders . Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with

2040-575: The acquisition of Visible Technologies, a social media analytics company. On October 14, 2014, Cision AB and Vocus announced a "friendly merger" of the two public relations companies. Cision based in Sweden will relocate its headquarters to Chicago and so will Vocus based in Maryland, United States. The company will be based in Chicago and the combined entity will be known as Cision. During 2015, Cision also acquired

2100-457: The aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics." Public relations can also be defined as the practice of managing communication between an organization and its publics. Quentin Langley argues the use of the word "publics" in

2160-419: The brand through paid media, or creating programs (e.g., a contest) that will result earned media. If an advertisement or other paid marketing effort goes viral , so that other people and media outlets publish about it without payment, then the additional exposure (but not the original paid media) is earned media. While marketers can help generate earned media activity, they do not generate it directly. It

2220-420: The company's social responsibility. They seek more influence over marketing and more of a counseling and policy-making role. On the other hand, individuals in marketing are increasingly interested in incorporating publicity as a tool within the realm marketing. According to Scott Cutlip, the social justification for public relations is the right for an organization to have a fair hearing of their point of view in

2280-423: The disease are stakeholders, but the audience is anyone who is likely to donate money. Public relations experts possess deep skills in media relations, market positioning, and branding. They are powerful agents that help clients deliver clear, unambiguous information to a target audience that matters to them. A public is any group whose members have a common interest or common values in a particular subject, such as

2340-408: The effect of social media in 1999, was controversial in its time, but by 2006 the effect of social media and new Internet technologies became broadly accepted by the general public. Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contributes to

2400-478: The field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity. Ivy Lee , the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays , established

2460-492: The first definition of public relations in the early 20th century as: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization... followed by executing a program of action to earn public understanding and acceptance." However, when Lee was later asked about his role in a hearing with the United Transit Commission, he said "I have never been able to find

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2520-437: The image maker for and corporate advisor for Rockefeller. Edward Bernays (1891–1995), who handled the publicity of theatrical associations in 1913, then spread internationally. Meanwhile, in the nascent Soviet Russia of the 1920s, artists and poets (such as Mayakovsky ) engaged in public-relations campaigns for various state agencies and causes (note for example Likbez ). Many American companies with PR departments spread

2580-507: The issue. The theory posited that publics develop in the following stages: Messaging is the process of creating a consistent story around: a product, person, company, or service. Messaging aims to prevent readers from receiving contradictory or confusing information that could instill doubt in their purchasing choices, or other decisions that affect the company. Brands aim to have the same problem statement, industry viewpoint, or brand perception shared across sources and media. Digital marketing

2640-668: The marketing perspective of seeing public relations as part of marketing, which he claims is too focused on just one of Hayward's six publics: customers. Public relations has historical roots pre-dating the 20th century. Most textbooks regard the establishment of the "Publicity Bureau" in Boston in 1900 as marking the founding of a public relations profession . Academics have found early forms of public influence and communications management in ancient civilizations. Aristotle 's Rhetoric , for example, explains core foundations for persuasion . Evidence shows that it continued to evolve during

2700-671: The media such as TV, radio, and magazines, to promote their ideas and messages tailored specifically to a target audience. Social media marketing is not only a new way to achieve that goal, but also a continuation of a strategy that existed for decades. Lister et al. said that "Digital media can be seen as a continuation and extension of a principal or technique that was already in place". Social media platforms enable users to connect with audiences to build brands, increase sales, and drive website traffic. This involves publishing content on social media profiles, engaging with followers, analyzing results, and running social media advertisements. The goal

2760-598: The needs and desires of the audience they are trying to appeal to. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. These messages however should be relevant to each other, thus creating consistency in the overall message and theme. Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from critics, and insufficient support from funding sources. On

2820-492: The organization and the public interest ." The Public Relations Society of America , a professional trade association, defined public relations in 1982 as: "Public relations helps an organization and its publics adapt mutually to each other." In 2011 and 2012, the PRSA solicited crowd-supplied definitions for the term and allowed the public to vote on one of three finalists. The winning definition stated that: "Public relations

2880-403: The other hand, stakeholder theory identifies people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are members of a target audience. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with

2940-462: The plural is "central to the understanding" of public relations, writing "all organisations have a series of publics, or stakeholders, on whom their success depends". He follows Roger Hayward (1991) in dividing the publics into "customers (past, present, and future), staff (past, present, and future), investors (past, present, and future), politicians and regulators, neighbours, and business partners (suppliers, distributors, etc.)". Langley also contests

3000-575: The practice to Europe when they set up European subsidiaries in the wake of the Marshall plan of 1948–1952. In the second half of the 20th century, public relations entered an era of professional development . Trade associations, PR news-magazines, international PR agencies, and academic principles for the profession were established. In the early 2000s, press-release services began offering social-media press releases. The Cluetrain Manifesto , which predicted

3060-399: The press. Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets in hopes they will be used as regular program content. A fundamental technique used in public relations is to identify the target audience and to tailor messages that are relevant to each audience. Audience targeting requires public relations professionals to have a deep understanding of

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3120-478: The public forum, but to obtain such a hearing for their ideas requires a skilled advocate. Marketing and communications strategist, Ira Gostin, believes there is a code of conduct when conducting business and using public relations. Public relations specialists have the ability to influence society. Fact-checking and presenting accurate information is necessary to maintain credibility with employers and clients. The Public Relations Society of America has established

3180-587: The public's consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support. In August 1978, the World Assembly of Public Relations Associations defined the field as "the art and social science of analyzing trends , predicting their consequences, counselling organizational leaders and implementing planned programs of action, which will serve both

3240-618: The release of certain news so it can take advantage of prominent events in the news. Negative public relations, also called dark public relations (DPR), 'black hat PR' and in some earlier writing "Black PR", is a process of destroying the target's reputation and/or corporate identity . The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival. DPR may rely on IT security , industrial espionage , social engineering and competitive intelligence . Common techniques include using dirty secrets from

3300-639: The settling of the New World and during the movement to abolish slavery in England. Basil Clarke is considered the founder of public relations in the United Kingdom for his establishment of "Editorial Services" in 1924. The United States, the United Kingdom, Germany, and others used the concept of propaganda , which later evolved into public relations, to rally domestic support and to demonize enemies during

3360-419: The source or its message. Further, because the person or organization does not control the message once it is in the hands of a journalist, the message may not be what they wanted, and may be negative. As one example, while the 2016 Trump political campaign was cited as having obtained billions of dollars in earned media, one study estimated that 23% of earned media mentions were negative. Earned media

3420-399: The target, producing misleading facts to fool a competitor. In politics, a decision to use negative PR is also known as negative campaigning . The T.A.R.E.S. is a five-point test that evaluates ethical persuasion and provides boundaries in persuasive practices. Earned media Earned media (or free media ) is content relating to a person or organization , which is published by

3480-404: The various mediated messages. According to Jim Hoggan , "public relations is not by definition 'spin'. Public relations is the art of building good relationships. You do that most effectively by earning trust and goodwill among those who are important to you and your business... Spin is to public relations what manipulation is to interpersonal communications. It's a diversion whose primary effect

3540-528: The way an organization is perceived by influencing the media and maintaining relationships with stakeholders. According to Jacquie L'Etang from Queen Margaret University, public relations professionals can be viewed as "discourse workers specializing in communication and the presentation of argument and employing rhetorical strategies to achieve managerial aims." Specific public relations disciplines include: Building and managing relationships with those who influence an organization or individual's audiences have

3600-634: Was completed on January 24, 2018. On January 31, 2020, Platinum Equity completed its acquisition of Cision Ltd for $ 2.7 billion making it private again. In September 2020, Cision named Abel Clark as CEO, replacing interim chief Brandon Crawley. Prior to the appointment, Clark was CEO of TruSight. Cision announced the acquisition of Brandwatch in February 2021 for $ 450 million. Brandon Crawley returned as interim CEO in February 2022. In April 2022, Cision acquired Streem, an Australia-based realtime media monitoring company. In November 2022, Cision acquired Factmata,

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