LONDON--Meltwater Group, the software company that provides a range of monitoring, marketing and social media services, has appointed Dan Purvis to lead global PR.

Purvis joins from UK firm Octopus Communications, where he led Meltwater’s UK PR account. He is charged with driving a global PR strategy that will improve Meltwater’s brand visibility and position the company as a leading software vendor.

“We’re right at the heart of some of the biggest and most topical debates going on across businesses of all sizes, in all sectors, in all countries – the future of online content,” Purvis told the Holmes Report. “From online news monitoring to social media monitoring and analysis, businesses are striving to come to terms with how to navigate the online minefield with its plethora of channels open to them. The trick is to then transform this ‘noise’ into a competitive advantage.”

Purvis also takes charge of Meltwater’s numerous agency relationships around the world which, in addition to Octopus in the UK, include Edelman in the US, Faktor 3 (Germany), Hallvarsson & Halvarsson (Sweden) and First House (Norway).

He has also added new retainers with Edelman in Canada and Espresso Communications in Australia and New Zealand.

Meltwater is currently at the heart of the news aggregation legal battle against the UK’s NLA, That case is currently under appeal after a High Court judge ruled against Meltwater and the PRCA. A separate action will be heard in the country’s Copyright Tribunal later this year.

Meanwhile, its social media Meltwater Buzz arm continues to expand aggressively, most recently acquiring social CRM agency JitterJam.