Cision's acquisition spree continues with the surprise new addition of the Gorkana Group. The move combines two of the main players in communications measurement and provides Cision with even greater access to both journalist and PR contacts.

Cision, a leading provider of PR, social software and insight services, combined with Vocus a week ago and recently acquired Visible Technologies. Gorkana Group is one of the UK’s major providers of data insight and media intelligence and the acquisition will further equip Cision with comprehensive solutions across the entire communications spectrum.

Breeanna Straessle, director of corporate communications at Vocus, says, "We’ve seen the role of PR practitioners and communicators evolve rapidly over the last 10 years. It has expanded, and traditional PR is just one part of the job. Roles now include digital, social and content with a new emphasis on measurement and analytics. Because of that, Cision’s goal is to create a comprehensive solution to track and analyze earned, owned and paid media. It’s what communicators need today to effectively do their jobs. As the industry leader, it’s our job to provide them with those advanced, forward-looking tools."

Gorkana chief executive officer, Jeremy Thompson, who will join the Cision executive management team as EMEA managing director, says, “Cision shares our commitment to provide the best possible service to PR professionals, journalists and members of the media. Joining forces allows us to better serve our existing customers while also enhancing our ability to rapidly expand into new international markets.”

Gorkana will retain its brand and access to its services will continue uninterrupted. As of yet there has been no information released with regards to job reductions.

Cision chief executive officer, Peter Granat, says, “When Cision and Vocus combined, we emphasized that customers would benefit from our commitment to invest in innovations. The acquisition of Gorkana is a prime example of this steadfast commitment, and our desire to provide innovative products and services to communication, social and content marketing professionals.”

The deal sees British private equity firm Exponent sell the business to US rival GTCR for as much as £200m. Gorkana has suggested that further acquisitions will follow.

Mazen Nahawi from Salience Insight says, “I see this as a positive sign of a maturing market, one in which there is room for the one-stop shop as envisaged by Cision’s multi-million dollar acquisition of Gorkana, but also for specialist providers like Salience Insight, which is rapidly developing an international footprint, but can deliver an effective local service in the native language if clients demand it."

"I believe that the Cision and Gorkana initiative advances the cause of media measurement and, of course, raises its profile in the mainstream business media. Ultimately, our industry is driven by increasing the choice for PR consultancies, companies, NGOS and Not for Profit organisations  - and that can only benefit all of us.” He adds.