A presentation given at the PR Consultants Group (PRCG) annual meeting. Include:
-Perspectives of the PR tech landscape
- Review: 5 all-in-one PR tools
-Briefly: other all-in-one PR software tools
-Innovations in PR tech to watch
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The PR Technology Landscape 2022
1. The PR Technology Landscape
Frank Strong
Sword and the Script Media, LLC
presented by:
www.swordandthescriptmedia.com
2. Agenda & Roadmap
• Perspectives of the PR tech landscape
• Review: 5 all-in-one PR tools
• Briefly: other all-in-one PR tools
• Innovations in PR tech to watch
CC BY-ND by Sword and the Script Media, LLC
www.swordandthescriptmedia.com
3. Agenda & Roadmap
• Perspectives of the PR tech landscape
• Review: 5 all-in-one PR tools
• Briefly: other all-in-one PR tools
• Innovations in PR tech to watch
CC BY-ND by Sword and the Script Media, LLC
www.swordandthescriptmedia.com
4. Perspectives: incumbents vs. newcomers
Incumbents
Newcomers
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7. PR tech considerations and caveats
• Be wary of numbers, i.e. contacts vs. records
• Most tools will do 80-90% of what you want
• Need & cost
• User interface
• Approachability / sales / support / CX
• Corporate outlook
CC BY-ND by Sword and the Script Media, LLC
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"Lies, damned lies, and statistics"
8. Agenda & Roadmap
• Perspectives of the PR tech landscape
• Review: 5 all-in-one PR tools
• Briefly: other all-in-one PR tools
• Innovations in PR tech to watch
CC BY-ND by Sword and the Script Media, LLC
www.swordandthescriptmedia.com
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10. Cision: overview
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• Contacts: global media
• Distribution: email, wire services, HARO, ProfNet
• Monitoring: print, online, social, broadcast,
podcast
• Analytics: volume, sentiment, share of voice,
earned media attribution
• Paid media: retargeting
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Cision: What’s interesting
12. • Ultimate all-in-one tool
• Global database
• Nostalgia
Reservations
• Big company
• Expensive $$$
• Focus on dealmaking
• Executive turnover
• Unapproachable
• Inflexible sales/pricing
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Observations
Likes
• Speaks to the CMO
• No innovation recently
• Lot of partners
• Bolted together
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14. Meltwater: overview
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• Contacts: global media
• Distribution: email, newsletter, social media
publishing; partners with Globe Newswire
• Monitoring: print, online, social, broadcast,
podcast
• Crawler + partnerships
• Consumer insights for social
• Analytics: volume, sentiment, share of voice
• integration with Google Analytics
• NLP: 19 languages + context
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Meltwater: What’s interesting
“The Deepreason.ai
technology will eventually
enable Meltwater to deliver
an Alexa or Siri-like
experience…”
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17. • Crawler
• Paid attention to mobile
• Public = disclosure
• Innovation
Reservations
• Big company
• Expensive $$$
• Aggressive sales
• Broadening TAM beyond PR
• No PR on staff
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Observations
Likes
• New CEO
• IPO: $400m war chest
• All-in-one for everyone
• Push into social + AI
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19. Muck Rack: overview
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• Database – tech + human review
• Distribution: email, partnership with Business Wire
• Monitoring: online, social, broadcast, podcast
• Crawler: 60,000 media outlets
• Analytics: volume, sentiment, share of voice
“Muck Rack is like the ‘LinkedIn’ for journalists.”
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Muck Rack: What’s interesting
21. • Treats journalists like
customers
• Focused on PR
• Relationships: PRM
• Ease-of-use
• Integrated/KM/workflow
• Approachable / customer
friendly
Reservations
• More intentional about new
features
• Privately held – little visibility
into its finances or viability
CC BY-ND by Sword and the Script Media, LLC
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Observations
Likes
• Smaller, but not small
• Organic podcast tech
• Starting at $5k
• Will work with groups of
consultants
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24. A brief history…
• Nasdaq: IR, Database, Globe Newswire
• 2016: Acquired MarketWired
• 2017: Apollo Management acquires West Corporation ($2B)
• 2018: West acquires PR/IR business from Nasdaq ($335M)
• 2019: West acquires Notified
• 2019: West rebrands as Intrado
• 2021: Intrado rebrands PR/IR/event division as Notified
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25. Notified: overview
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• Database:
• Like Google News + Hunter.IO + tagged with AI
• Distribution: email, GlobeNewswire
• Amplify: online newsroom and showcase pages
• Monitoring: online, social, integrations w/ LN
• 150 different countries
• Analytics: volume, sentiment, share of voice
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Notified: What’s interesting part I
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Notified: What’s interesting part II
•A TV monitor in your
organization’s lobby;
•A big screen at your
customer conference;
•A booth display at a
tradeshow; or
•Any screen with internet
access.
28. • Build on modern tech
• Slick and intuitive
• Different technical approach
• Transparent on price: $10k
• 5 user seats
Reservations
• Big company
• Unproven / built overseas
• No new innovation in more
than a year
• Giant holdings company
owned by a PE firm
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Observations
Likes
• Intrado has an events and IR
tools & approach
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30. Brief history…
• 2013: Innodata acquires Bulldog Reporter
• 2014: Innodata acquires Media Miser ($5m)
• 2016: “GTCR [Cision] must divest Agility to Innodata Inc., or to
another buyer approved by the United States”
• 2016: rebrands Media Intelligence Solutions as Agility PR Solutions
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31. Agility: overview
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• Database: solid foundation with PR Newswire
assets
• Distribution: email, partnership with Accesswire
• Monitoring: online, print, broadcast, social,
podcasts
• Analytics: volume, sentiment, share of voice
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Agility: What’s interesting
33. • Straightforward basic
solution
• Focused on PR
Reservations
• Big company
• UI is underwhelming
• Some of the features was a
little clunky (i.e. topics &
folders)
• No PR person on staff
CC BY-ND by Sword and the Script Media, LLC
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Observations
Likes
• Parent company has
potential synergies (AI)
across data/software
34. Agenda & Roadmap
• Perspectives of the PR tech landscape
• PR tech considerations and caveats
• Review: 5 all-in-one PR tools
• Briefly: other all-in-one PR tools
• Innovations in PR tech to watch
CC BY-ND by Sword and the Script Media, LLC
www.swordandthescriptmedia.com
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39. 7 trends in PR technology to watch
1. AI-assisted contacts recommendations to pitch
2. AI predicting a pitches chances of earning coverage
3. Better collaboration for PR teams
4. Identifying backlinks in media monitoring (finally)
5. Podcast databases + monitoring
6. Earned media attribution
7. Advertising and retargeting based on earned media
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Questions?
frank@swordandthescript.com
Put “PRCG” in the subject line
41. Who is Frank Strong?
• 20+ years in marketing communications and PR
• Both agency and corporate experience
• Education: BA, MA, and MBA
• 20+ years in reserve components of the military (retired)
• Hard working dad, licensed skydiver, certified SCUBA diver, karate + BJJ student
42. About Sword and the Script Media, LLC
Based in Alpharetta, Ga., a high-technology corridor in the
greater Atlanta area, Sword and the Script Media, LLC is a
veteran-owned boutique public relations and marketing firm.
We specialize in PR, content marketing and social media for
the business-to-business (B2B) community. We focus on
building consistent, sustainable and process-driven programs
for PR, content marketing and social media. A defining
difference comes down to our approach – that marketing
ought to have utility. This is because marketing that helps,
sells better than marketing that hypes.
www.swordandthescript.com
Notas del editor
Newsletter is cool feature for reporting
GA can give you events
All-in-one: PR + marketing + social
Social + AI acquisitions:
Sysomos (social analytics)
Owler (business data)
Klear (influencer)
Linkfluence (consumer insights)
Deepreason.ai
Got started as an experiment in 2009
Still has a media profile that reporters can claim
Searches – start by searching for the topic reporters write about rather than a beat check box
Got started as an experiment in 2009
Still has a media profile that reporters can claim
Searches – start by searching for the topic reporters write about rather than a beat check box
Got started as an experiment in 2009
Still has a media profile that reporters can claim
Searches – start by searching for the topic reporters write about rather than a beat check box