Cision, the leading provider of PR software, services and tools for the marketing and PR industry, today announced that GuideStar USA, Inc., has adopted the award-winning CisionPoint marketing and PR software solution as its campaign management platform.
The leading resource of nonprofit information, GuideStar connects people and organizations with information on the programs and finances of more than 1.8 million IRS-recognized nonprofits. Based in Washington, DC, and Williamsburg, VA, GuideStar serves a wide audience inside and outside the nonprofit sector, including individual donors, nonprofit leaders, grant-makers, government officials, academic researchers, and the media. It plans and manages proactive outreach campaigns throughout the year, and answers thousands of inbound media inquiries annually.
GuideStar is using a broad spectrum of CisionPoint’s capabilities, including the Cision Media Database and detailed Business and Finance media research to uncover and engage with key influencers; CisionWire for both web and SEO news distribution; a full suite of media monitoring tools; and basic analytics.
“GuideStar is a platinum brand; it is THE source of information about nonprofit organizations. We’re also a nonprofit ourselves, and public relations is a critical element of our marketing mix. Cision lets us monitor and manage our reputation across all traditional and social media channels, and leverage our platinum status to effectively get our messages out to key audiences,” said Inga Broerman, GuideStar’s Vice President, Marketing.
Ms. Broerman and Lindsay J.K. Nichols, GuideStar’s Director of Public Relations, said they chose Cision based on its multiple best-of-breed capabilities in PR and marketing campaign management.
“Cision’s Media Database trumps every other company in its industry. Social media monitoring can be very overwhelming and fragmented; Cision allows us to manage it. We sometimes need to back up our regular media outreach team for both proactive and reactive contact during campaigns; Cision’s workflow and CRM capabilities let us track and manage the status of all activities and media contacts,” Ms. Broerman said.
Ms. Nichols has already used the Cision analytics and reporting to present PR’s “measurable business value” to a meeting of GuideStar’s board. “I’m consolidating both traditional and social media reporting, and compiling long-term metrics, such as sentiment and tone analysis, along with shorter-term measurements like media exposure and share of voice,” she said. “Cision’s social media monitoring has been extremely valuable.”
“To maximize both impact and efficiency, visionary nonprofits like GuideStar are on the cutting edge of emerging best practices in marketing communications. They understand the tremendous power and value of campaigns that integrate paid, earned and owned media – and they look to Cision to help plan, manage and analyze them,” said Peter Granat, President and Chief Operating Officer of Cision North America.
Winner of a CODiE Award for 2011’s Best Marketing/PR Solution from the Software and Information Industry Association (SIIA), CisionPoint has been adopted by nearly 30,000 users in over 20 countries since its launch in October 2007. It is available in eight languages, and used by 49 out of the top 50 PR agencies, corporations, nonprofits, universities and solo practitioners. CisionPoint also has won a CODiE Award for Best Online News Service and received the Product Development of the Year award for 2010 from the Data Publishers Association (DPA) in the UK.
Cision (cision.com) is the leading provider of software, services, and tools to the public relations and marketing industry. Marketing and PR professionals use our products to help manage all aspects of their brands – from identifying key media and influencers to connecting with audiences; monitoring traditional and social media; and analyzing outcomes. Journalists, bloggers, and other influencers use Cision’s tools to research story ideas, track trends, and maintain their public profiles. Cision is present in Europe, North America and Asia, has partners in over 125 countries and is quoted on the Nordic Exchange with revenue of SEK 1.1 billion in 2010.