Chicago-based industry software giant Cision on Thursday revealed several major upgrades to its PR platform, designed to improve efficiencies in engagement tracking for communicators and allow better content monitoring and access capabilities.

Cision vice president of product management Natalia Dykyj told O'Dwyer's that the newly unveiled features "will help communication professionals streamline their workflow and understand who is affecting their bottom line and brand reputation."

The upgrade, available on the Cision PR Edition platform, includes an expanded Twitter profile engagement feature, allowing users to access and record conversations made over that social networking service. An additional Google Analytics tracking feature lets users link accounts from that web analytics service directly to the platform, which can improve media outlet tracking by allowing users to analyze and measure traffic sources.

The upgrade also offers improved monitoring services, allowing users to integrate third-party content into Cision PR Edition, and showcases the company’s newly expanded news monitoring offerings: Cision recently executed a licensing agreement with the Tribune Content Agency that now allows users to view in the company’s signature PR platforms the entire text of more than 80 newspapers.

Premium services offerings, such as a “rapid response” feature that alerts client service teams to high-priority requests, and a daily, customizable news briefs feature, are also available.

The updated platform follows a busy period for the software company. Cision in December bought PR Newswire for a reported $841 million, which followed its $300 million acquisition of media database service Gorkana in 2014 and its $446.5 million bid for PR and marketing software provider Vocus the same year.

Cision in October revealed a similar platform upgrade that saw the addition of influencer search and access features, as well as mobile capabilities and premium profiles supplied by Gorkana.

"Communication professionals need help making meaningful, one-on-one relationships with influencers to ensure their story gets significant coverage in the media," Dykyj told O'Dwyer's. "Cision's Data Science team has introduced influencer insights, audience demographics, relationship management and conversion tracking tools, giving clients information about the people who affect their campaign, and new opportunities to find influencers that can help expand their reach. By using our relationship management tools to get a full view of the conversations your PR team, social media manager, and marketing teams are having with your most important influencers."