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The 2024 Cision and PRWeek Global Comms Report

Find out how 400+ PR and comms leaders worldwide are approaching the way
they work in today’s media landscape.

Download the Report

The 2024 Cision and PRWeek Global Comms Report

Find out how 400+ PR and comms leaders worldwide are approaching the way
they work in today’s media landscape.

Download the Report

The 2024 Cision and PRWeek Global Comms Report

Find out how 400+ PR and comms leaders worldwide are approaching the way
they work in today’s media landscape.

Download the Report

The 2024 Cision and PRWeek Global Comms Report

Find out how 400+ PR and comms leaders worldwide are approaching the way
they work in today’s media landscape.

Download the Report

The 2024 Cision and PRWeek Global Comms Report

Find out how 400+ PR and comms leaders worldwide are approaching the way
they work in today’s media landscape.

Download the Report
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ARTICLES measurement analytics


THE BUSINESS CASE FOR OUTSOURCING YOUR DAILY NEWS BRIEFINGS




According to the most recent Global Comms Report, nearly 9 in 10 communications
leaders (87%) say the C-suite is relying more on the counsel of their
organization’s comms team.

Executive teams have started relying more heavily on their PR and communications
teams to deliver key industry news and competitive insight that enables them to
make smarter, more informed business decisions – often in a short amount of
time.

One way comms and PR teams are answering this call is with daily, up-to-the
moment news clips (also referred to as daily reports or executive briefings)
that break down the latest, need-to-know industry trends and competitive intel –
all in an easily-digestible format the C-suite can absorb quickly to ensure
they’re starting their day informed.


CALCULATING THE TRUE COST FOR YOUR TEAM

In an overloaded, always-on media landscape that grows more complex by the day,
staying on top of the wealth of breaking news stories trending on both
traditional and social media is already a substantial responsibility. Add to
that the need to sort through this information to identify the most important
content and then compile into context-laden, executive-ready deliverables – all
within 24 hours – and most communications teams do not have the bandwidth to
take this on themselves. Even with the variety of self-service tools available
to help, the time and productivity that goes into delivering these news
briefings may be more than you realize.

 Likely your team spends time …

 * Sorting through the vast amount of mentions for your company, brand,
   competitors and industry on tradiitonal and social media
   
 * Drilling down on only the most relevant news articles
 * Creating an executive-ready report that succinctly summarizes each news story
   and categorizes it in a way that enables the C-suite to focus on the news
   that matters most – from competitive news to investor analysis

Even if the members of your comms team did have the time to devote to creating
an executive news briefing every day, they may not have the right resources to
pull information from across the industries that are most relevant to your
organization – or the expertise to spot key news items quickly or add the
necessary context.


HOW OUTSOURCING CREATES A WIN-WIN

Given the time and skills required to support what many executives have come to
rely on to inform day-to-day business decisions, many comms team leaders choose
to outsource their executive briefings to an external partner. Consider the
following time- and cost-saving benefits of using a trusted partner who
specializes in providing customized industry intelligence and updates:

 * Focused & Reliable Delivery: When you’re working in-house with other
   responsibilities, it’s easy to get distracted when other, high priority “fire
   drills” emerge. Working with an external partner ensures you can count on
   delivery of your news briefings every day, “rain or shine.”
 * Dedicated Labor: No more asking staff to work outside their normal working
   hours or job scope. An external vendor means there’s always a devoted team
   working around the clock to sort through the full firehose of news on your
   organization and industry and deliver only the news you need to start your
   day – every day.
 * Expert Judgment: One of the biggest reasons leading organizations choose to
   outsource their briefings is for the confidence in knowing they’re getting
   the news that matters most for them. The Cision Insights team has industry
   experts on hand who take the time to understand each organization’s unique
   goals and synthesize the news down to what matters most for that client in
   terms of both daily operations and future strategy.
 * Context and Impact: Beyond just presenting a series of clips, Cision
   Insights has a dedicated team of analysts on hand to write custom summaries
   of the relevant news, delivering a final briefing that is immensely readable
   and rich in insight.
 * Broader Access to Information: An external partner will have access to a
   wider variety of news sources, enabling them to pick up stories your team may
   miss when doing the work manually.

Meanwhile, your team is free to devote their skills and time doing what they do
best – building relationships, elevating your brand and managing your brand
reputation. It’s a win-win situation.


THE HUMAN FACTOR

Outsourcing this task saves your team hours of work they can devote to more
personalized PR efforts, plus the impact on morale and retention can be
significant. 

Consider this: Most communications professionals go into PR for a love of
storytelling and campaign strategizing – not with the intent to wake up early
and assemble news clips. 

Outsourcing such work will give your team members room to flourish in their
areas of expertise (in addition to providing a superior deliverable), greatly
improving job satisfaction – and saving your organization the high cost of
turnover.


CALCULATING THE COSTS

In terms of the hard numbers behind these costs, there is no “one-size-fits-all”
dollar value that will apply to every organization. The bottom-line impact will
ultimately depend on a number of factors. Consider the following example:

Say you have a staff member primarily focusing on this endeavor – which involves
everything from gathering news clips, to identifying the most relevant items to
consolidating the news items and packaging them into executive-ready
communications. The estimated base salary for a junior communications staffer is
$55,600, according to Payscale.

Even if that number doesn’t make you blink an eye (or at least consider shopping
around), keep in mind that estimate is a conservative one, as it doesn’t include
the full cost of recruiting, hiring and onboarding an employee, nor does it
account for the complexity of tasks required for the job (and the more advanced
the skill set you need, the higher the paycheck will need to be).

When building in time for senior people to oversee the deliverables, respond to
executive questions and manage the schedule when the dedicated staffer is out,
your spend on internal resources can easily reach six figures - fast.


FINDING THE RIGHT SOLUTION FOR YOUR TEAM

While actual numbers will vary for each organization, the need to factor in time
and productivity costs is universal. How these costs compare to the bottom line
impact of investing in an external briefings team will depend on your
organization’s needs and, of course, who you choose to partner with.

We recommend conducting your own analysis, using the above example as a
framework, to see how investing in an external briefings partner could benefit
your team. In our experience working with organizations of all sizes and across
all industries, most clients find the benefits to far outweigh any costs. Not to
mention that our briefings are highly customizable to accommodate any budget and
any level of need.


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