Best-Selling Author Brian Solis in Partnership With Vocus and Cision Publish “What If PR Stood for People and Relationships?”

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Illustrated by world-renowned cartoonist Hugh MacLeod of Gapingvoid, Solis outlines a new future for PR and technology in original e-book

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Customer centricity starts by investing in a culture of putting the customer first. Technology then amplifies your purpose so that it creates and extends value to those seeking it. - Brian Solis

Vocus and Cision, leading global providers of cloud-based public relations (PR) software, today released “What If PR Stood for People and Relationships?,” a manifesto for building relationships in the digital era written by best-selling author and digital analyst Brian Solis and illustrated by Gapingvoid.

Solis challenges communicators to harness technology to strengthen customer relations and deliver business outcomes. He predicts that the future of public relations will not be centered on social media, press releases or native advertising, but rather people and relationships. To increase a business’s bottom line, PR practitioners will need to think about people first, putting relationships back in public relations.

“Welcome to a new era of marketing and service in which your brand is defined by those who experience it,” Solis says in the e-book. “Relationships are the pillars that define your work, your brand and your legacy. Customer centricity starts by investing in a culture of putting the customer first. Technology then amplifies your purpose so that it creates and extends value to those seeking it.”

The e-book explores how PR practitioners can:

  • Use technology to deliver value

Public relations is about relationships, but technology can help practitioners understand customers and deliver content that resonates and meets their audience’s needs.

  • Stay human amidst all the technology and automation

Think first about value and connections, and then use technology as an enabler for something better. This is the best method for connecting with customers in ways that matter to them.

  • Focus on what is important

New tools and tactics should not distract communicators from connecting with stakeholders in a meaningful way. Practitioners must focus on bringing value to people and relationships.

“The PR industry is in a period of dynamic change,” said Vocus CEO Peter Granat. “Technology promises opportunities to create incredible brands. But the rapid succession of new social and data tools causes an identity crisis and highlights the need to remain focused on PR’s North Star: relationships. We need to use technology to advance PR’s cause and continue to build mutual value for both brands and customers.”

To inspire communications professionals to explore their own views on the future of PR, as Solis did, Vocus and Cision teamed up with the online design platform Canva for the #FutureofPR contest. When people tweet with an image attachment or Instagram what they think the future of PR looks like using the #FutureofPR hashtag, they are entered to win an iPad Air. To view entries or participate, click here.

Speaking on the e-book, Solis will keynote “What’s the Future of PR?,” a half-day conference for Vocus and Cision customers in Mountain View, California on Oct. 9, 2014. Google Analytics Advocate Adam Singer, Airbnb Head of Global SEO Dennis Goedegebuure, Cisco Director of Corporate Communications John Earnhardt, Orange Silicon Valley Strategy & Research Content Lead Ken Yeung, and Vocus CEO Peter Granat will join Solis speaking at the event.

Read Solis’ e-book “What If PR Stood for People and Relationships” for free on SlideShare here.


About Vocus

Vocus is a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Communications professionals from over 120,000 corporations, agencies and nonprofits use Vocus to access the world’s largest pitchable media and blogger database, distribute press releases, manage influencer outreach, measure social media activities, and analyze the effectiveness of communications campaigns. Vocus is the parent company to PRWeb, Help a Reporter Out (HARO) and iContact. It is headquartered in Beltsville, Maryland with offices in North America and Europe. For more information, visit call (800) 345-5572, or follow on Twitter @Vocus.

About Cision
Cision is a leading provider of cloud-based PR software, services and tools for the marketing and public relations 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, with revenue of approx. SEK 1.0 billion in 2012. For more information, visit

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