A comparison of the top media databases - Part 2

Posted on: 2012-08-06 in Resources   |   Tagged: cisionpoint

An update to our review of Cision Point, following a number of recent changes to their system.

After being contacted by Cision Point, following our database comparison last week, it has been brought to our attention that a number of recent changes have taken place that mean some of the data in the comparison is no longer accurate. So in the interest of fair play @jimbeckham has taken another look at Cision’s database –


The biggest change to Cision, something that we touched on before, is that the Power Search is no longer the best option. I assume the only reason it has been left in is for people who don’t want to have to relearn how to perform a search. However, I strongly advise that you take the time to do this as not only is the new search quicker and more intuitive, but it also returns more results too. Searches can be based on keywords (or categories) that a contact or outlet has been tagged with, words found in their description text or a combination of the two. They can be set to take a number of factors into account, including country or media type.


Upon finding the results, Cision presents a list of filters at the top of the page. This allows the user to quickly remove results that might not be relevant, or at a glance see a breakdown of results by country, media type, publication frequency etc. It took a bit of experimentation but these filters can be combined to show different types of data without having to perform another search. For instance, to view only national newspapers combine National (under the Focus heading) with Daily Newspapers (under the Media Type heading).

The new total results found after searching for contacts under the “Personal Finance” category in the UK and ROI are as follows:


Nationals: 82

Blog: 126

Online: 81

Freelance: 65

Other: 143

Total: 497


However, these results are not quite all they seem.

Relevance/Quality of Results

Whereas other databases may store multiple outlets under one contact, Cision instead stores each contact separately. Going through the blogs for instance, I found 12 duplicate contacts for a single journalist who writes for a number of blogs. Nevertheless the numbers were still higher than in our earlier comparison, and much higher than the equivalent Power search.

Upon closer inspection, some of these results were not quite as relevant as those from other databases. It could be argued that this isn’t too much of an issue because Cision provides the tools available for easy filtering of the results that aren’t as relevant to a customer’s particular needs. If you need a list of primary and secondary contacts who may be interested in your story then having so many results is probably quite useful. For instance, if you can’t find the Personal Finance Reporter at a national then having the details of the Editor of the Business Section may be a good backup.

Cision collects a vast array of information on its contacts, which lead to more selection options both when setting up a search or filtering results. But with these come more opportunities for gaps in information. For example Cision has a very large database of blogs, but these are also the outlets with the least amount of information, sometimes no more than a name and a URL.

Other Features

One interesting feature is the ability to search by social influence. This allows you to search what topics people who have added their social profile to the database are talking about. Twitter feeds also appear on a contact’s profile page, if they have allowed Cision access to them that is.

The Mail Merge feature is very customisable, with a step by step setup and a preview option before emails are sent. These have a small opt out option at the bottom with no Cision logo.

Multiple searches and lists can be opened and managed simultaneously in tabs, and notifications appear when the details of a contact in your list are updated. Unfortunately this does tend to have an effect on the performance of Cision, with delays sometimes of 5 to 10 seconds between switching tabs or adding a new filter and it actually appearing on your screen. Annoying if you’re in a hurry. This is something we’ve noticed over a long-term period of using Cision both at work and at home.


The thing I really like about Cision is that your search results, lists and exports can be customised to show only the columns containing the information you need, in an order of your choosing. Multiple configurations can be set up and saved, with one set default so results are automatically displayed exactly how you want them each time you do a search.

Cision has many more category headings than the two other databases I looked at (Features Exec and Gorkana), but really these are only useful if they actually have information in them. Cision’s two long term goals need to be to push outlets and contacts for this extra data and to speed up their system.

The more data a PR company can get on an outlet/journalist before pitching them, the more they can assess whether their story will actually be relevant. Fear of bombardment by irrelevant stories from PR companies is probably a journalist’s main reason for not wanting to be on a database. Yet if a PR company is provided with the information needed to do their pre-pitch research thoroughly, they can approach the right people with the right story.

Not only does this make it likely a story will actually be published, but it creates a positive relationship between PR company and journalist, and increases the chance for future stories to be published too.

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About this blog


The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by b2b pr specialist Heather Baker, founder TopLine Comms, an inbound marketingB2B content marketing agency and proud HubSpot partner agency and takes contribution from anyone sensible in the industry with something intelligent to say.  Follow Heather on Twitter @TopLineFounder or contact her via email on [email protected].


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