Q: What does PRIME Research do?
A: From eight international offices and in more than 100 languages, PRIME Research marries talent with technology to help communicators demonstrate and generate PR value and Return-on-Investment. The firm integrates, analyses and evaluates media performance across all channels – social, digital, print and broadcast – to deliver actionable insights and strategic guidance for better communications and business results results.
Q: Why did Cision acquire PRIME?
A: With the Cision Communications Cloud®, Cision is one of the leading providers of technology and software for marketing, communications and PR professionals (OR marketers, communicators and PR professionals). By adding PRIME to its portfolio, Cision adds a market leader in professional services for media measurement insights and ROI analysis for communications programmes. This extends Cision’s mission to help communicators identify influencers – in journalism, media and social media, craft and distribute meaningful campaigns and attribute value for those efforts.
Q: Are there any changes to the executive leadership team?
A: As part of the acquisition, Dr Rainer Mathes, PhD, will assume the position of president of Cision Insights. Mathes founded PRIME in 1988 while holding research positions at the Institute of Media Studies at the University of Mainz and later at the Research Center for Surveys and Methodology (ZUMA) in Mannheim. He has developed PRIME into a global research organization with locations in Europe, the United States and Asia. He has transformed the business over time, focusing on digital competences, including PRIME.com.
Q: What will Rainer Mathes’ new role look like?
A: Working closely with the greater executive leadership team, Dr Mathes will help guide Cision’s ongoing commitment to provide in-depth analysis that enables customers to make better informed decisions regarding their strategic communications programmes. As president of Cision Insights, he will oversee the team dedicated to evaluating campaign effectiveness through customised intelligence, reporting and industry expertise.
Q: What benefits does PRIME Research give its customers? Who (from a brand and/or usage perspective) does its client portfolio include?
A: PRIME offers a variety of monitoring and insights services to help communicators attribute value for their campaigns and make more intelligent decisions on messaging and brand initiatives, such as:
- Real-time monitoring and analysis across digital media, print, TV and online news, as well as monitoring all relevant communications for customers on social media, including Twitter, Facebook, Google+, YouTube, blogs, forums, WeChat and Weibo.
- Customisable reports of relevant news from around the world, accessible 24/7. With the high-quality content analysis automatically translated, global brands can understand what people are saying about their brand at any given moment across 80 markets, all major social networks, 70,000 online news sources, 20,000 forums and blogs, and 9,000 print media sources.
- Advanced Analytics that enable customers to define the ad-hoc analysis they need done on their communications programmes, with the ability to export the data for use inside their organisation.
Through advanced AI and machine-learning technology, PRIME is able to provide its customers with intelligent topic detection, entity recognition and semantic profiling for communication, marketing, sales, supply chain and risk management purposes.
PRIME has a very impressive client list, including Mastercard, Jaguar and Honda. You can view client testimonials here.
Q: Cision bought Bulletin Intelligence last year. What, if any, is the relationship between that acquisition and PRIME Research?
A: Both the Bulletin Intelligence and PRIME acquisitions solidify Cision’s commitment to providing its customers with the best monitoring and reporting services available. Both these services go beyond standard, programmatic reporting to provide in-depth analysis to enable customers to make better informed decisions regarding their strategic communications programmes. As we incorporate PRIME into the Cision Portfolio, you will see greater alignment between PRIME, Bulletin, and the core Cision Intelligence services offerings to deliver even more value for Cision customers.
Q: How do I get more information?
A: Contact your account manager for more information and learn more by reading the press release on the acquisition.