CHICAGO, June 28—PR21, one of the first public relations firms to launch a competitive intelligence capability, is re-branding its CI unit. The newly launched Competitive Insights will provide strategic media analysis and competitive intelligence reporting services.
Since its creation in early 1999, the group has operated as PR21’s Competitive Intelligence Services, advising clients in financial services, technology, manufacturing, professional services and healthcare among other sectors.   
“Competitive Insights provides a unique suite of strategic media analysis and competitive intelligence reports customized for each client’s market and specific communications programs,” says William Jefferson Black, managing director of Competitive Insights. “The application of our proprietary analysis software, a dynamic reporting platform and an innovative methodology has enabled our firm to provide strategic competitive insights to advance our clients’ communications efforts.”
Competitive Insights will provide strategic counsel on navigating the competitive landscape, differentiating brands and capturing the attention of the marketplace. It will work with its clients and their agency partners to identify opportunities for capturing a greater share of favorably differentiating media coverage. 
“This re-branding and launch of Competitive Insights underscores the value of the group’s product and service offerings and its strong market-facing position in multiple distribution channels,” says Robert Hubbell, chief executive officer of PR21.
Competitive Insights provides clients with daily Media Tracking Reports based on articles from more than 30,000 outlets around the world. Each web-based report provides timely and insightful competitive intelligence as well as a means for tracking clients’ coverage in print, online, wire and broadcast media.