Vocus is an impressive web-based platform for PR. I spent a good deal of time with one of their sales reps on a WebEx demo, and I was impressed by the possibilities of implementing something like Vocus in a small department like mine.
Essentially Vocus acts as a CRM for PR professionals, but the database comes pre-loaded and is maintained by Vocus. There are over half a million media contacts in the database for North America, and nearly 300,000 for outside of North America. You can add to the database, as can any other Vocus user, and the new information is vetted and maintained by the Vocus team. Using in depth search features you can create a distribution list, attach it to projects (which may be clients for an agency) and have it updated in time. If a contact changes within a media outlet on your list, the changes are automatically made. The only thing we were unsure of is how distribution lists are updated if new media contacts (such as new top bloggers) are added since your list was created. Given the leap this database represents for many companies, I think this can probably be forgiven for now, and there are saved search options that may allow you to check in and update lists with new search results on occasion.
Putting the distribution list to use is the next step. Using the detailed information available on media contacts (which includes recorded monologues with some of the contacts on how they prefer to be pitched) Vocus can produce mixed media press releases that default to the preferred methods of the recipient. The variable data program can burst out emails, faxes, and printed pitches in the same instance that it posts the release on a newswire service. For pitching to particular audiences, personalized messages can be set for individual contacts, just as in many variable data email programs.
Treating this as a mass mailing, Vocus manages ISP relations and CAN SPAM compliance, allowing for recipients to opt-out of messages from specific organizations. The deliverability reporting is only the beginning of the measurement that is available once a release is distributed.
Automated reporting can be used in conjunction with the automatic clipping service or not. Using advanced metrics, Vocus can provide measurement down to the level of good, bad and neutral press. Using algorithms to value different media outlets and keyword density, worth is given to coverage in a way allowing unprecedented quantitative evaluation for media relations.
Aside from this push information, Vocus also has an opportunities window with some of the functionality of a ProfNet style media lead service. The three categories under which opportunities are managed include stories, awards, and speaking engagements. As a communications professional who manages all of these opportunities on Excel spreadsheets, the idea of someone updating the database for me is very appealing. Using the project tagging feature of Vocus, opportunities and subsequent or previous activities can all be grouped together for project management and review.
Vocus can also be used to automate the newsroom of a website. Though this part seemed somewhat limited to me, I have to give the disclaimer that I did not explore it too much nor was it a main selling point of the demonstration. What was mentioned was the non-automatic contract renewal which I appreciated. Rather than requiring advance notice for cancellation the contract is considered under review each year and you are expected to sign it to continue for another year. Support was described as working under a “no hold, no voicemail policy” for regular business hours. This seemed to hold true as I was called back within 15 minutes of the demonstration with answers to some of my unanswered questions.
In summary:
cons: Vocus included information on bloggers but did not seem to be entirely up on the idea of social media releases or social media news rooms. The company was founded in 1992 and I can only imagine they have made large strides to keep as up to date as they are, but it seems as though they are targeting agencies and larger companies in their approach. I would like to see something like a social media newsroom that might include their current clipping service and some RSS capabilities. If that could be truly integrated straight onto the website or into a private online community, I think Vocus would have even greater value.
The other thing I noted as missing was a feature of ProfNet that I really enjoy: the expert profiles. In an attempt to create a database for media contacts, I think this platform would be more complete if it employed a user generated database of professional and academic expertise for journalists to pull information from the users. This might also allow them to create stakeholders in the Vocus community if they made this a free account service. I know as soon as I got a media lead from my free Vocus profile I would be that much more ready to subscribe and see what else I could accomplish on the platform.
pros: I was truly impressed by them. They seem to take feedback from their clients and improve their product constantly using the ideas they hear. When I asked about the items listed as cons, the sales rep simply said, “we haven’t been asked to do that yet, but I’m sure we can.” Now I know that is what our sales reps say as well; but it is not always the philosophy (and our reps mean it when they say it, so I assume others do as well. There is always the option of “I’ll look into that” followed with a delayed “no.”)
With a minimum of $5K to $6K per year for a very basic installation, this web based application could be just the right thing to get smaller companies started off in PR with a more junior person in-house. The scalability of it to include things like the clipping service and advanced metrics make it an excellent platform for a growing company or department.
Digital Construct 