8 Promising Tech Firms to Watch in the PR Software Space

Josephine J. Romero


  • The PR software industry is a $5.5 billion business enterprise dominated by Cision and a handful of other gamers.
  • The giants are nevertheless developing but shedding industry share as scaled-down players broaden their firms. 
  • Here are 8 gamers that are expanding quick and have opportunity to grow even more, for each a Burton-Taylor report.

The world general public relations software industry — which features providers like media checking and press release distribution — grew a healthy 14.7% to $5.5 billion in 2021 as the results of the pandemic waned, according to a new report.

The most important players, Cision and Meltwater, both of those grew at a double-digit pace in 2021. But they and other giants shed marketplace share as scaled-down gamers seized on the need to have for firms to harness social media, force out their information, and stay on major of very hot-button troubles.

The 150-page report by research firm Burton-Taylor Worldwide Consulting, “Media Intelligence and General public Relations Software program/Data Worldwide Share & Segment Sizing 2022,” tracks M&A exercise, section developments, and how the massive and rising players are carrying out.

Cision and Meltwater dominate the market place with 15.2% and 7.3% share, respectively, but their share has eroded. In the meantime, a range of other people like little specialty corporations are capturing the relaxation of the marketplace.

Right here are eight organizations explained in the report as developing rapidly and possessing solid likely to proceed expanding (income bundled wherever available):

  • Apollo World wide Administration-owned Intrado, which rebranded as Notified in 2021, is the fourth-greatest PR tech firm and grew about 11% to $125 million on its press launch distributor GlobeNewswire and media checking company — nipping at the heels of No. 2 newswire player Organization Wire and passing Kantar, whose enterprise declined in advance of remaining obtained by the personal equity firm Bain Money.
  • No. 5 participant Entry Intelligence is a British isles-based company of media monitoring, media investigation, and other expert services. It obtained Australian media monitoring and facts firm Isentia in 2021 to assistance growth in the US and Europe and has been including new solution capabilities. The deal aided raise profits 73% in 2021 to $46 million.
  • Unicepta is a Germany-centered company of media monitoring and assessment expert services and the eighth most important PR tech corporation in general. It really is steadily grown at a double-digit price, growing 10% in income to $57 million, by natural and organic advancement and its acquisition of fellow German company, sector intelligence business Ubermetrics. It has its sights set on huge world wide customers and analytics, placing in far more direct opposition with Platinum Fairness-owned Cision.
  • Dubai-primarily based Carma, a electronic insights and engagement organization, is a regional company to watch as it expands over and above its marketplace. It grew 20% to about $40 million in 2021 on robust expansion in Asia, where by it competes with Insentia and other regionally based opponents and is bullish on its advancement continuing.
  • An additional challenger is Denmark’s Infomedia, a media monitoring and analytics firm with world-wide ambitions. The corporation expanded 5.3% to $34 million in 2021 with double-digit expansion of its media evaluation enterprise, and has been branching out to clientele in Norway, Sweden, and Finland.
  • US-based mostly Muck Rack has produced moves to expand into the media evaluation and reporter/influencer administration organizations, introducing dashboards and reporting equipment and including podcasts and publication authors to its media databases as it appeals to a wider team of consumers. The organization experienced yearly recurring income of 75% in 2021 and ideas to retain the services of 100 in 2022.
  • US-based Innodata’s Agility PR Answers grew 14% in 2021 to $13 million, driven by media monitoring services. It really is also expanding in media databases expert services and rushing up merchandise enhancements.
  • UK’s journalist contact database supplier Roxhill Media grew earnings all-around 35% to about $9 million in 2021. The enterprise claims to have included 300 customers for a complete of 1,500, a combine of shoppers from competition as properly as initially-time end users, by supporting corporations fully grasp what journalists want to produce about.


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