<p><img src="https://static2.businessinsider.com/image/5fd8e214dc030c001aab6b13-1777/Abel-Clark.jpg" border="0" alt="Abel Clark, Cision" data-mce-source="Cision"></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>Public relations pros have to juggle more responsibilities and prove their worth more than ever.</p><p>The result is a PR software industry worth $4.5 billion in 2019, up 7.2% over the prior year, according to Burton-Taylor International Consulting, a research and advisory firm.</p><p>It consists of PR software companies that help PR experts in areas like measurement, journalist and influencer databases, campaign planning, social media listening, and crisis detection.</p><p>New PR software startups like measurement platform Prophet have entered the fray, helped by <a href="https://www.businessinsider.com/8-private-equity-firms-investing-in-the-public-relations-industry-2020-12">interest from private equity</a> and venture capital firms, while others like Memo are courting investors.</p><p>And tech companies like information-alert firm Dataminr have expanded to products aimed at that sector while PR agencies roll out their own tools for clients.</p><p>Business Insider identified the 27 players in this space, based on our reporting, that are used by many brands and PR pros to solve their toughest challenges like monitoring social media, managing corporate websites, staying ahead of crises, and planning campaigns.</p><p>Here are the companies, listed in alphabetical order.</p><h3>Brandwatch</h3><img src="https://static6.businessinsider.com/image/5fd8e285dc030c001aab6b1d-400-300/brandwatch.jpg" alt="" /><p><p>Founded in 2007, Brandwatch helps PR pros make sense of social media noise by monitoring social conversations and measuring brand sentiment. Since 2008, its platform has collected more than 1.2 trillion public posts and adds half a billion new ones every day.</p><p>Its flagship product, <a href="https://martechtoday.com/brandwatch-crimson-hexagon-merger-gives-rise-to-social-based-market-intelligence-226313">Consumer Research</a>, grew out of Brandwatch's merger with Crimson Hexagon, another social intelligence firm known for machine learning.</p><p>That <a href="https://techcrunch.com/2018/10/04/social-intelligence-platforms-brandwatch-and-crimson-hexagon-merge/">merger</a> created a 500-person social intelligence giant with more than $100 million in annual recurring revenue and more than 2,000 clients like Unilever, Delta, and Nestlé.</p><p>Brandwatch has raised $64.7 million through venture capital firms like Partech, Highland Europe, and Nauta Capital, which helped finance its four acquisitions: Qriously Technologies in 2019, Crimson Hexagon in 2018, Buzz Sumo in 2017, and PeerIndex in 2014.</p></p><br/><br/><h3>Business Wire</h3><p><p>Newswire giant Berkshire Hathaway-owned Business Wire lets clients distribute press releases and regulatory disclosures to the investors, journalists, and the general public.</p><p>Its 18 newsrooms help clients like Apple, Amazon, and P&G, disclose information that meets regulatory requirements. Founded in 1961, the company has 428 employees.</p><p>Business Wire has a number of technology partnerships with in place, including Muck Rack, Onclusive, reporting and compliance platform Workiva, and investor relations software company Q4.</p></p><br/><br/><h3>Cision</h3><img src="https://static3.businessinsider.com/image/5fd8e214dc030c001aab6b13-400-300/cision.jpg" alt="" /><p><p>Cision, the world's largest PR software company, offers a platform that stitches together a range of services like media monitoring, social listening, and measurement.</p><p>Over the past six years, Cision has spent billions of dollars <a href="https://www.prweek.com/article/1663311/platinum-equity-affiliate-acquire-cision-274b">rolling</a> up 12 companies like press release distributor PR Newswire and measurement companies Trendkite and Prime Research and bundled them into a cloud platform. PR pros say one of Cision's best features is its vast <a href="https://www.cision.com/products/database/">database</a> of contacts, which includes 1.4 million journalists and more than 1 billion influencers.</p><p>The company is owned by private equity firm Platinum Equity, which took it private through a $2.7 billion buyout. Previously, its biggest financial backer was private equity firm GTCR.</p></p><br/><br/><h3>Dataminr</h3><img src="https://static3.businessinsider.com/image/5f18708af34d0536824f12ea-400-300/dataminr.jpg" alt="" /><p><p>Dataminr is best known for using public information like social media data, to send real-time alerts to help clients like Wall Street banks and government entities like police departments.</p><p>In 2018, it started selling those services to the PR industry, pitching its platform as the best way to detect and tamp down crises. American Airlines, Home Depot, and Allegiant Airlines use Dataminr's services for their communications needs.</p><p>Dataminr closed a Series E funding round in 2018, bringing its total funding to $577 million and giving it a $1.6 billion valuation. Dataminr grew <a href="https://www.prnewswire.com/news-releases/dataminr-ranked-number-176-fastest-growing-company-in-north-america-on-deloittes-2020-technology-fast-500-301176295.html">revenue</a> 674% between 2016 and 2019, landing it on the Deloitte Technology Fast 500 list. The company has more than 600 employees.</p></p><br/><br/><h3>Dynamic Signal</h3><img src="https://static1.businessinsider.com/image/5fd8eb58dc030c001aab6bc9-400-300/dynamic-signal.jpg" alt="" /><p><p>Dynamic Signal is an employee communications technology company that helps employers create, publish, and send content to their employees, leveraging their workforce as a way to spread their messaging.</p><p>For example, Dynamic Signal allows its clients to create social media content that employees can share on their own accounts. The company has 200 employees.</p><p>In January 2020, CEO Eric Brown told <a href="https://www.prweek.com/article/1672564/new-dynamic-signal-ceo-plots-taking-company-public">PRWeek</a> that he planned to take Dynamic Signal public. That same month, the company announced it added 75 new customers, including UPS, Toyota, JPMorgan Chase, and Procter & Gamble.</p></p><br/><br/><h3>Edelman</h3><img src="https://static4.businessinsider.com/image/5f4d20c47ffa48002894d266-400-300/edelman.jpg" alt="" /><p><p>The data and intelligence arm of PR giant Edelman combines research, data, and AI solutions under one roof to collect data across multiple channels and let clients send personalized messages to customers.</p><p>Global chief data and analytics officer Yannis Kotziagkiaouridis, who Edelman poached from Wunderman Thompson in 2019, heads the division.</p><p>The 328-business unit is comprised of researchers, data scientists and engineers, behavioral and machine-learning experts and performance marketing specialists. Prominent clients include Time's Up, Cigna, Hologic, and Microsoft's Xbox.</p></p><br/><br/><h3>Intrado</h3><img src="https://static2.businessinsider.com/image/5fd92b151803a80018adfa08-400-300/intrado.jpg" alt="" /><p><p>Telecommunications company Intrado took on global players like Meltwater and Cision in 2019 by launching its own PR software offering, Notified.</p><p>Intrado launched Notified in North America in April 2019, merging that company's media monitoring and measurement services with some software it <a href="https://www.nasdaq.com/about/press-center/west-corporation-agrees-acquire-nasdaqs-public-relations-solutions-and-digital">acquired</a> from Nasdaq the year before like press release distributor GlobeNewswire.</p><p>With that combination, Intrado billed Notified as an all-in-one platform where PR pros can host virtual events and earning results, distribute press releases, and find journalists' contact information.</p><p>The 7,700-person company has clients including Omnicom Media Group, Hertz, and Bacardi. </p><p>Private equity firm Apollo Global Management <a href="https://www.ft.com/content/9f83bcc1-67f7-344a-b791-87c382bd8c09">bought</a> Intrado in 2017 for $5.1 billion and took the company private.</p></p><br/><br/><h3>Meltwater</h3><img src="https://static1.businessinsider.com/image/5fd8e35678a5740019a158a1-400-300/meltwater.jpg" alt="" /><p><p>Meltwater, the second biggest PR software company in the world, started as a news monitoring service. Now it's now rapidly building out AI technology and social media monitoring.</p><p>Like other PR tech companies, Meltwater claims to offer an all-in-one platform that combines social listening, measurement, and crisis management services. One of its biggest acquisitions was Sysomos, a social media management and analytics company, which it bought in 2018.</p><p>Meltwater went public in December and is listed on European stock exchange Euronext. Its IPO <a href="https://newsweb.oslobors.no/message/519482">raised</a> $395 million, allowing it to pay down debt, pursue more mergers and acquisitions, and acquire more customers.</p><p>In its <a href="https://newsweb.oslobors.no/message/518194">filing</a> to go public, Meltwater recorded annual revenue of $346 million, and $345 million during the 12 months ended on September 30, 2020.</p></p><br/><br/><h3>Memo</h3><img src="https://static5.businessinsider.com/image/5d48917b100a24609c1ef8bf-400-300/memo.jpg" alt="" /><p><p>Entrepreneur Eddie Kim founded measurement company Memo to provide more precise metrics for PR pros through exclusive data provided by <a href="https://www.prweek.com/article/1593189/data-marketplace-memo-partners-fleishmanhillard">publishers</a> like Condé Nast, Forbes, and The Washington Post.</p><p>With this pitch, it's signed on big clients like Google and Walmart. Those exclusive rights give Memo an edge over other players who rely on third-party data providers like TVEyes and LexisNexis, Kim contends.</p><p>Kim said he originally saw Memo as a data marketplace where PR pros would buy data for individual stories, but he's now packaging the data for clients so they don't have to find insights themselves.</p></p><br/><br/><h3>Muck Rack</h3><img src="https://static4.businessinsider.com/image/5fd8e15778a5740019a15878-400-300/muck-rack.jpg" alt="" /><p><p>Greg Galant started Muck Rack with Lee Semel as a kind of database of journalists based on what they write as well as their social media activity.</p><p>Since then, Muck Rack has also tried becoming an all-in-one Saas company by bundling other services like monitoring and distribution into its platform.</p><p>Galant said the 100-person company has grown revenue more than 60% since its founding in 2011, and is now profitable.</p><p>Clients include brands like Taco Bell, Pfizer, and JP Morgan Chase, and agencies including Weber Shandwick, Ketchum, and MSL.</p></p><br/><br/><h3>MSL</h3><img src="https://static4.businessinsider.com/image/5fa47eaf1df1d50018219314-400-300/msl.jpg" alt="" /><p><p>MSL has been <a href="https://www.businessinsider.com/msl-ceo-on-how-public-relations-compete-against-marketing-firms-2020-11">building</a> its own technology platform for the past two years under CEO Diana Littman.</p><p>The Publicis-owned PR agency hired Bryan Pedersen as chief innovation officer in 2019, launched a 250-million member influencer marketing platform, and increased its tech budget.</p><p>It's rolling out customized solutions for its clients and improving services like measurement, media monitoring, and social listening, helping it attract clients like P&G, Cadillac, White Claw, and Align Technologies.</p></p><br/><br/><h3>Netbase Quid</h3><img src="https://static3.businessinsider.com/image/5fd8e30e78a5740019a15898-400-300/netbase-quid.jpg" alt="" /><p><p>Market intelligence company Netbase Quid formed out of Netbase's <a href="https://www.bizjournals.com/sanjose/news/2020/01/28/netbase-quid-merger-acquisition.html">acquisition</a> of Quid in early 2020 that combined Netbase's social media analytics with Quid's AI-driven text analytics.</p><p>Netbase Quid <a href="https://www.bizjournals.com/sanjose/news/2020/01/28/netbase-quid-merger-acquisition.html">says</a> that it collects data from social media posts, consumer reviews, product reviews, news articles, and other sources to help clients stay on top of business trends and competitors.</p><p>The 250-person company's clients include American Airlines, FleishmanHillard, Coca-Cola, and Yum Brands. Collectively, Netbase and Quid have raised almost $200 million.</p></p><br/><br/><h3>News Direct</h3><img src="https://static4.businessinsider.com/image/5fd8e9a6dc030c001aab6ba3-400-300/news-direct.jpg" alt="" /><p><p>Gregg Castano, the former president of Business Wire, founded News Direct in 2019 to shake up the press release distribution business.</p><p>News Direct's pitch is that it streamlines the process of writing and publishing press releases on its network, and lets clients publish infographics, videos, and other kinds of content, as well as offering a flat rate pricing model.</p><p>Castano said the company took a government backed-bank loan and money from family and friends to finance its growth and is close to securing its first round of funding from private equity investors.</p></p><br/><br/><h3>NewsWhip</h3><img src="https://static4.businessinsider.com/image/5fd8e3eedc030c001aab6b40-400-300/newswhip.jpg" alt="" /><p><p>NewsWhip tracks the spread and impact of stories published on social media — intel that helps PR pros handle crises, improve media relations, and understand their audiences.</p><p>Most of NewsWhip's revenue comes from PR agencies like Brunswick Group and MSL, but its tech is also used by media companies, brands, governments, universities, and nonprofits.</p><p>The 51-person company has raised a total of $9.5 million across two rounds of funding from equity investors that includes the Associated Press. The company may explore another fundraise in 2021.</p></p><br/><br/><h3>Onclusive</h3><img src="https://static3.businessinsider.com/image/5fd8e448dc030c001aab6b58-400-300/onclusive.jpg" alt="" /><p><p>Data science company Onclusive's flagship product is PR Attribution, which gives brands intel like how many people read a piece of content about their company and visited their website.</p><p>Clients of the 100-person firm include 23andme, Airbnb, Experian, and Lyft.</p><p>Backed by Salesforce Ventures, Mohr Davidow, Storm Ventures, and Pereg Ventures, Onclusive's revenue increased by 50% from 2019 to 2020.</p></p><br/><br/><h3>Propel</h3><img src="https://static2.businessinsider.com/image/5fd8eb09dc030c001aab6bc4-400-300/propel.jpg" alt="" /><p><p>2-year-old software company Propel boasts a media database with more than 1 million journalists, 50 million influencers, and 3 billion articles. </p><p>It also has an online and broadcast monitoring service and AI tool to help PR pros tailor their pitches to journalists and influencers.</p><p>Propel has 50 clients, including Google, W2O, and The Daily Mail. It's raised $1.2 million in venture capital and its lead investor is a recently established startup accelerator in California called LogicBoost Labs.</p></p><br/><br/><h3>Prophet</h3><img src="https://static4.businessinsider.com/image/5fd8ea4adc030c001aab6bad-400-300/prophet.jpg" alt="" /><p><p>Prophet is a new player in the communications software market.</p><p>Launched by MDC Partners' PR agency Kwitten in October 2020, it analyzes journalists' coverage to help clients like Ironman predict which journalists to pitch a story to, how much the story will spread, and how it'll be covered.</p><p>Prophet has 10 employees and most recently hired Andrew Meranus, a vet of Cision and digital media platform Piano, as EVP of sales.</p></p><br/><br/><h3>Pulsar</h3><img src="https://static5.businessinsider.com/image/5fd8e6eb78a5740019a158e7-400-300/pulsar.jpg" alt="" /><p><p>Pulsar pulls data from social, news, search, and first-party data that clients like Levi's, Heineken, and HSBC use to create messages for their audiences.</p><p>Pulsar also has a market research division it gained through its 2017 merger with Face and has been expanding its platform with new products and updates. Today, Pulsar has 75 employees across London, New York, and Los Angeles.</p><p>Pulsar was sold in 2019 to Access Intelligence PLC, a PR software company that also owns Vuelio and ResponseSource.</p><p>In December 2020, Access Intelligence <a href="https://uk.advfn.com/stock-market/london/access-intelligence-ACC/share-news/Access-Intelligence-PLC-Result-of-Placing/83870452">raised</a> about $13.4 million by selling shares to private investors.</p></p><br/><br/><h3>Signal AI</h3><img src="https://static3.businessinsider.com/image/5fd8e1f4dc030c001aab6b11-400-300/signal-ai.jpg" alt="" /><p><p>David Benigson, founder and CEO of Signal AI, started in media monitoring and since 2019 has moved into areas like compliance.</p><p>Signal AI analyzes information from regulatory, social media, broadcast, radio, and alternative data sets like SEC filings and net promoter scores.</p><p>For example, Signal AI helped Deloitte's tax division keep track of changes in tax codes and automatically send alerts to Deloitte clients, according to TechCrunch.</p><p>Founded in 2013, Signal AI has 157 employees and 600 clients, which includes HSBC, Citigroup, and Save the Children. It's raised $49.5 million across two rounds, most recently in 2019 with a round led by Redline Capital. Other investors include MMC Ventures, GMG Ventures, and Hearst Ventures.</p></p><br/><br/><h3>SocialChorus</h3><img src="https://static4.businessinsider.com/image/5fd8e3a878a5740019a158a6-400-300/socialchorus.jpg" alt="" /><p><p>SocialChorus is an employee communications technology company that allows clients like Amazon, Dow, and Lowe's to send content to employees through digital channels and measure its impact.</p><p>As a result of the pandemic and other workplace trends, SocialChorus focused on helping companies adapt with new tools like an assistant to highlight important subjects, alert employees about open action items, and connect to systems used by their companies.</p><p>The 120-person company has grown revenue more than 50% three years in a row. Most recently, SocialChorus sold a majority stake to Sumeru Equity Partners for $100 million.</p></p><br/><br/><h3>Talkwalker</h3><img src="https://static4.businessinsider.com/image/5fd92e621803a80018adfa23-400-300/talkwalker.jpg" alt="" /><p><p>Founded in 2009, Talkwalker is a social listening and analytics company used by more than 2,000 brands and agencies.</p><p>Since selling a majority stake to Marlin Equity Partners in 2018, Talkwalker has doubled its client volume to include Spotify, Adidas, and Golin. </p><p>It's also released a number of new features, including video and image visualization tools. The Luxembourg-based company also acquired social measurement and audience insights software Nielsen Social, bolstering its position in the US.</p><p>400-person Talkwalker has also partnered with media intelligence company Burrelles to track media and struck a data-sharing agreement with Quora.</p></p><br/><br/><h3>TVEyes</h3><img src="https://static1.businessinsider.com/image/5fd92d5f1803a80018adfa1d-400-300/tveyes.jpg" alt="" /><p><p>TVEyes is a broadcast and podcasting monitoring service that transcribes content into a text format for clients.</p><p>Political campaigns often hire TVEyes to monitor ad content and keep tabs on their opponents' moves, but the company is also used by Fortune 500 brands and global media agencies. The company's technology also powers other PR software companies like Cision, Meltwater, and Burrelles.</p><p>In January 2020, TVEyes made the news when it <a href="https://www.cnet.com/news/ransomware-hits-tv-search-engine-popular-among-political-campaigns/">disclosed</a> it was hacked by a ransomware attack.</p></p><br/><br/><h3>Traackr</h3><img src="https://static1.businessinsider.com/image/5fd8e73b78a5740019a158ef-400-300/traackr.jpg" alt="" /><p><p>As PR pros cultivate relationships with influencers as well as journalists, they're using platforms like Traackr, an influencer marketing platform, to optimize, streamline, and scale their campaigns.</p><p>Founded in 2007, the 50-person company has clients across a variety of industries, such as L'Oréal, Coach, Expedia, and Samsung. Traackr has raised $14.5 million over five rounds.</p><p>Recently, Traackr has <a href="https://martechseries.com/mts-insights/interviews/martech-interview-with-pierre-loic-assayag-ceo-and-co-founder-at-traackr/">focused</a> on providing metrics that show how influencer marketing campaigns perform compared to competitors, the general market, and over time.</p></p><br/><br/><h3>Vivid Communications</h3><img src="https://static2.businessinsider.com/image/5fd8ec68dc030c001aab6bdb-400-300/vivid-communications.jpg" alt="" /><p><p>Vivid Communications is a new player in the PR software industry, launching its first product in April 2020, a media planning tool that streamlines the often tedious process of putting together a list editors and journalists to pitch stories to.</p><p>Founder Caitlin Kelly said Vivid also plans to launch an ecommerce platform. </p><p>Vivid Communications has clients like automation company Hyperscience, The Netherlands Ministry of Economic Affairs and Climate Policy, and DTC consumer brands like Uprising Food.</p><p>Backed by MediaLink vice chair Wenda Millard and Forbes vice chair Mike Perlis, Vivic has raised about $1.5 million in seed funding. It's outpaced its forecasts of 15% month-over-month revenue growth, Kelly said.</p></p><br/><br/><h3>Weber Shandwick</h3><img src="https://static3.businessinsider.com/image/5eb9c883cdfd48369d3750d4-400-300/weber-shandwick.jpg" alt="" /><p><p>IPG-owned Weber Shandwick launched a 120-person global intelligence division in early 2020 to address clients' demand for more data-driven solutions.</p><p>Its key service is A-Hub, a platform that takes in billions of datapoints from social media, news stories, and clients and spits out insights and predictions for clients like General Motors, McDonald's, and Nespresso.</p><p>Weber Shandwick's global intelligence division is run by Brian Buchwald, formerly the CEO and cofounder of Bomoda, a data science and business intelligence firm that Weber Shandwick acquired in 2017.</p></p><br/><br/><h3>Yonder</h3><img src="https://static6.businessinsider.com/image/5fd8e19c78a5740019a1587c-400-300/yonder.jpg" alt="" /><p><p>Jonathan Morgan launched AI software company Yonder in 2017 to analyze how stories and conversations spread across social media and influence public opinion, focusing on groups like Russian entities and ISIS.</p><p>Now, the 25-person company is using those same tools to help brands like Johnson & Johnson, Disney, and Walmart tamp down on crises and suss out real conversations from disinformation. For example, Fast Company <a href="https://www.fastcompany.com/90488772/surprise-surprise-anti-vaxxers-are-spreading-false-claims-about-cures-for-covid-19">reported</a> on Yonder's analysis of how anti-vaxxers are pushing the idea that vitamin C can prevent people from getting the coronavirus.</p><p>Yonder said it's averaged 23% annual revenue growth since 2017. It's raised $18 million in seed and Series A funding from investors like GGV Capital, Lux, Build Group, Moonshots Capital, and Haystack.</p></p><br/><br/><h3>Zignal Labs</h3><img src="https://static4.businessinsider.com/image/5fd8eac5dc030c001aab6bbd-400-300/zignal-labs.jpg" alt="" /><p><p>Zignal Labs started in 2011 as a technology platform providing real-time data and analytics to political campaigns.</p><p>Since then, its "war room" approach has attracted brands like Levi's, Uber, and The Lending Club looking to track social media and news to manage their reputations and tamp down on misinformation and disinformation.</p><p>Zignal has raised $59.9 million in total funding from investors like Blum Capital Partners and North Atlantic Capital, according to <a href="https://www.crunchbase.com/organization/zignal-labs/company_financials">Crunchbase</a>.</p><p>The company is led by CEO Adam Beaugh, who took over for Josh Ginsberg when Ginsberg stepped down to join Facebook as VP of public affairs marketing in 2019.</p></p><br/><br/>
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