updated 3/17/2011 3:15:19 PM ET 2011-03-17T19:15:19

CHICAGO, March 17, 2011 (GLOBE NEWSWIRE) -- Cision, the leading provider of PR software, services and tools for the media and public relations industry, today introduced free briefing books, along with detailed editorial calendars and in-depth profiles of influencers, for PR professionals and communicators seeking Mother's Day 2011 news coverage.

The two briefing books contain information from the Cision Media Database, which gives users of the CisionPoint PR software solution access to hundreds of parenting and Mother's Day-related coverage opportunities, and profiles and story proposal topics for almost 600 Mom Bloggers. The free briefing books offer public relations people Mother's Day editorial calendar opportunities, along with tips and data on how best to communicate with the most influential Mom Bloggers in North America.

"Mother's Day is May 8th and deadlines are fast approaching, but there is still time for PR people who have compelling stories, experts and tips that relate to the many different themes that surround this holiday – from pediatrics, parenting, childcare and eldercare issues, to gift guides for moms, to stories that examine and celebrate their essential role in family and society," said Heidi Sullivan, Vice President, Media Research of Cision North America.

"The key is to understand what outlets are covering these issues, what the conversation on influential Mom Blogs and social media is focusing on, and how to engage at the right moment with the right information," Ms. Sullivan said. "These briefing books are a great place to start, while the Cision Media Database is the authoritative source for parenting, Mother's and Father's Day story opportunities all year long."

Constant changes in patterns of influence and the impact of individual influencers demand that communicators stay abreast of a dynamic social media landscape. "We've seen a dramatic paradigm shift, a revolutionary change – and it's only beginning," said Stacy Debroff, one of Cision's most influential Mom Bloggers, a social media expert, best-selling parenting author, and founder of Mom Central.

"Before social media, you had to write books, appear on TV shows, or speak at conventions to have a voice in the 'Momosphere.' Now, a mom with a computer and a Twitter account can build a huge audience – based on the power of her voice and the clarity and credibility of her message," she said, citing online influencers who often "curate" information and shape mass perceptions. "Social media has created a very powerful movement, with thousands of mothers creating and sharing content online, and millions more reading their content and engaging with them."

Download Cision's free Influential Mom Bloggers and Mother's Day 2011 briefing books.

About CisionPoint

Launched in October 2007, CisionPoint is the standard on-demand platform for its customers worldwide, including Fortune 500 corporations, FTSE 250 companies, global public relations firms, non-profit organizations, universities, and small businesses. Winner of a CODiE Award for Best Online News Service, CisionPoint has been a finalist in digital content and software categories every year since becoming eligible for the competition two years ago. CisionPoint is also the recipient of the Product Development of the Year award for 2010 given by the Data Publishers Association (DPA).

About Cision

Cision is the leading provider of software, services, and tools to the public relations and marketing communications industry. PR and marketing professionals use our products to help manage all aspects of a campaign – from identifying key media and influencers to connecting with audiences, monitoring traditional and social media, and analyzing outcomes. Journalists, bloggers, and other influencers use Cision's tools to research story ideas, track trends, and maintain their public profiles. Cision AB has offices in Europe, North America and Asia, partners in over 125 countries, and is quoted on the Nordic Exchange with revenue of SEK 1.1 billion in 2010. For more information, visit www.cision.com .

CONTACT: Andree Beckham
         Vice President, Marketing & Public Relations
         312-873-6434
         andree.beckham@cision.com

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