By CommPRO Editorial Staff  Today, Cision announced the launch of its new integrated platform, the Cision Communication Cloud™. The new offering is the first of its kind in the communications industry to bring the power of the cloud to earned media and incorporates many of Cision’s technologies into one integrated platform, providing an effective way to connect, scale and accurately measure the impact of earned media communications.“Communications teams have had to manage very disparate systems, content, data, and analytics. When it comes to the mission critical communications function, the power of the cloud has yet to be unleashed,” said Cision CEO Kevin Akeroyd. “Just as the marketing mega players of Silicon Valley have successfully built cloud platforms to transform sales, marketing and other functions, Cision is now bringing the power of the cloud to earned media.”According to Outsell Inc., 81 percent of senior marketers rank earned media as more or equally effective as paid media, and the power to drive business results is shifting to the communicators. Consumers are continuing to place trust in online influencers and simultaneously tuning out brand advertising, leading companies to increasingly look for ways to harness the power of earned media, influencer relationships and content marketing. The capabilities of the Cision Communication Cloud™ are intended to allow communicators to build rewarding relationships with the audiences that matter the most, understand trends in conversation and leverage buyer and influencer communities to drive customer behavior.“The heroes of the communication department are using intelligence and real-time decisions to orchestrate their strategies. Through the Cision Communication Cloud™, we will enable communication and marketing executives to align with their peers to more effectively manage this complex challenge and enable organizations to drive growth,” said Akeroyd. “This is the new era of communications, where earned media becomes more scalable and effective through an automated and data-driven approach. Integrating earned with paid and owned channels in one platform is what makes this so different than what’s been done before.”The Cision Communication Cloud™ focuses not only on the execution of communication strategies, but also on usability and functionality based on extensive user feedback. Its next-generation user interface gives communicators superior control and intuitively anticipates the way communications professionals work. Quick searching, fluid navigation and stunning analytical visualizations maximize effectiveness. “Harnessing the power of earned media is now a critical need of marketers, since ad fatigue has set in among certain audience segments,” said Randy Giusto, Outsell’s VP and Lead Analyst. “Marketing organizations will seek tools that can scale across their needs, from brand listening and content management to customer engagement and attribution.”To learn more about the Cision Communication Cloud™, click here.