The New Role of The PR Agency

TORONTO, June 28, 2016 /CNW/ - As the relationship between a PR agency and its client becomes more and more diverse, an important way that agencies can provide value to their client is by staying abreast of trends and new technologies. A published CNW white paper, The New PR Agency Benchmarks for Demonstrating Value to Clients, looks at the new agency value set as well as the new set of challenges for clients.

As new opportunities arise for PR professionals to make even more connections with audiences through new digital platforms, this new media ecosystem also presents new challenges for agencies and the brands they represent.  Agencies find themselves being asked to help clients in other areas, aside from media relations, areas such as:

  • Content development
  • Integrated communication campaigns
  • Authentic storytelling

In addition to exploring the new ways in which PR agencies provide value, the article also examines how a PR agency can benchmark these new agency values and measure its impact on traffic, leads, search engine results and sales.

For a greater insight on how PR agencies are adding value and to understand the impact PR can have on KPIs for businesses, download CNW's white paper, The New PR Agency Benchmarks for Demonstrating Value to Client.

About CNW Group
CNW Group Ltd. (a Cision company) gets people talking about our clients online and in the news. We deliver authenticated news releases and multimedia content in the right way and to the right places in order to fulfill disclosure requirements and maximize exposure, engagement and earned media opportunities. CNW also provides professional video, photography and webcast production, translation, regulatory filing and printing services as well as monitoring and measurement platforms.

About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution, and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and over 40 languages worldwide, and maintains offices in North America, Europe, Asia, South America and Australia. For more information, visit or follow @Cision on Twitter.


Image with caption: "The new role of the PR Agency (CNW Group/CNW Group Ltd.)". Image available at:

For further information: Melissa Meyer, Communications Assistant,

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