Analytics and URLs help Cision prove its ROI

Looking to prove your PR shop’s value to the organization? Take a page from Cision. Pitch reporters individually, and glean information from the Web addresses you provide them.

PR and marketing software company Cision produces an annual social journalism study that is downloaded and cited by industry pros and journalists alike.

To explain its findings, Cision produces an infographic as well as a white paper. Though many organizations do this, what is unusual is the degree to which Cision can prove the impact of public relations in driving sales.

Using a blend of targeted pitches and unique URLs for each medium, Cision can determine the dollar value of its PR.

“We look at not only the share of voice and things of that sort, but we’re looking at: How did it drive bottom-line sales?” says Brandon Andersen, director of marketing.

Last year’s study, which came out in December, offered news of the sort PR professionals are hungry for, stating that only 25 percent of journalists prefer to be contacted via social media. Thirty-three percent prefer the phone; 82 percent prefer email.

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