Vocus? Who is Vocus?

It all began with a word in the PR textbook  – Vocus.  Vocus, according to the textbook, is a software company especially for PR people, to help manage the media relations process, such as developing media contact databases, track mail and telephone pitches, and record news coverage.  Interesting, but not exactly extensive information.

And so,  my curious, need-to-know nature got the best of me.  Who are these people and what do they do exactly?  I went to the source.

After Frank Strong, Vocus Director of Public Relations,  responded to my mention of Vocus in my ‘Reading Notes’ I invited him to allow me to interview him, to which he graciously and kindly agreed.  I also went to the Vocus website to see for myself, what the company had to say, which yielded the following results: 

“Founded in 1991, Vocus began providing database services for PR professionals in 1997. They went public in 2005. Their clients are mainly PR people within organizations but they have some agency clients. They added functionality over the years beginning with CRM capabilities, then collaboration, and now social media monitoring to go with their traditional media monitoring.

The Vocus suite now provides all the tools to help an internal PR person carry out their job. Tabs on the home page include media contacts, media outlets, distribution, news, projects, analysis and administration. The dashboard can be customized with drag and drop capabilities to add and arrange components. As we went through a demo it became clear than a lot of the value comes from their content, as well as the software features. For example, they offer 270,000 US media contacts and 500,000 on a global basis. Vocus has a research team of about 75 people constantly updating their PR content.  Individual users can also update these resources and chose to share them with other users. Vocus then validates any of these additions. There is also an opportunities database for awards, events, etc. for the year with more than 12,500 entries covering 194 countries and 365 days

The social Web opens up new opportunities for analytics and Vocus has stepped up to this opening.  Research by others has shown that ROI is big concern for marketing professionals. Kye gave the example, of an internal PR person who used Vocus analytics to look at the relationship of media coverage for her firm and their competitors. In each case there was a positive correlation between media coverage and sales. These results enabled her to get a larger PR budget from senior management.”

Stay tuned for the Frank Strong interview, which is currently in the planning stage.

Sources:  www.vocus.com, www.sjsu.edu/people/dennis.wilcox, www.fstrong@vocus.com


1 Comment (+add yours?)

  1. natbaldwin
    Jun 12, 2010 @ 12:53:54

    Wow, this is an interesting article along with well-written blogging! I seen the article Vocus and I scrolled right past it because I had no idea what it was. I am glad you went into detail and took the time out to research it. Thanks to you I know now what it is and the significance of it. Vocus helped PR practitioners get their job off the ground by providing clients in their agencies. I think Vocus is great because it positively helps an internal PR person carry out their job. Again, thanks for the research saved me time and I still got the knowledge.



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