Cision on Monday rolled out an upgrade to its PR platform encompassing the software company’s influencer marketing, media insights and mobile marketing tools.

The upgrade is designed to improve the ability among PR professionals to find both media reps and influencers who are most likely interested in their story pitches.

“What we’re trying to do with [the upgrade] is to build the right experience for PR and communications pros,” said Natalia Dykyj, VP of product management at Cision. “The upgrade is all about how do we expand our core capabilities and start to offer best of breed products.”

Major upgrades to Cision’s PR platform include adding premium profiles from Gorkana, the media database company that Cision acquired last year for an undisclosed sum; enhanced influencer profile pages; influencer “streams” and influencer search.

The upgrade also includes new social performance dashboards; email distribution improvements and Google Analytics integration.

On the mobile front, as part of the upgrade Cision will now offer a new iOS mobile and curation.

Users will be able to download the app to access a stream of their brand’s (or client’s) most important news coverage, with tools to curate and share news with internal stakeholders as well as social media followers.

With the various changes PR pros will be able to find the most appropriate media contacts easier and uncover digital insights about who is influential about certain subject matters and how PR pros can connect with them to tell their story, Dykyj said.

The product is available to Cision’s new and existing customers in the U.S., Canada, France and the United Kingdom.