Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
PR software is often thought of as a productivity tool and there is no doubt that it can alleviate the pain of some of the most laborious PR tasks such as media monitoring and report building. For agencies, this means PR professionals can be focused on more important account management
responsibilities. However, many successful agency account managers and business developers are starting to realize that the right PR software can be leveraged as a strategic asset to help them attract and retain clients.
New clients are attracted to particular agencies for a variety of reasons often led by reputation and past performance, but once a serious conversation about engagement begins, clients want to know exactly what you can do for them and how. Here’s where PR software can help.
- Reporting – If your PR solution produces beautiful, interactive reports, you can use examples to demonstrate how your results will be shared and explained. It is important that your direct contact with the client company feel comfortable that they will be able to explain the value of PR to other company leaders and easy to understand, well visualized reports can help build confidence.
- Business Impact Assessment – New clients want to know that you understand their business and are prepared to take the right steps to amplify their brand. PR software can help you layout the PR landscape for each new client based on their products and industry. Being armed with this information during early discovery calls can help you win the deal, demonstrating effective domain expertise.
- Share of Voice Analysis – Competitive benchmarking through SOV analysis is a great way to convince a potential client that they are missing out on opportunities to be part of relevant conversations. By easily comparing their impact to the competition, you can create a sense of urgency clear performance goal to inspire quicker action to convert pitches and proposals to clients.
Customer retention is every bit as, and for some agencies, more important than customer acquisition. PR software can be useful here as well.
- Investment Justification - Your client contacts need to be able to justify the expense of PR efforts to the rest of their leadership team. Although the marketing team you deal with daily may understand the impact of PR, others on the executive team may not. PR software can help quantify and quality the impact of PR in terms or ROI making it easier to continue or even expand the investment.
- Improved Results – Of course the best way to retain clients is to deliver results. A quality PR solution should help drive the accuracy of your outreach efforts by understanding publications, their authors, their audiences and the brands they mention. This enables you to deliver highly targeted, timely and winning pitches.
- Relationship Building – The PR business is built on relationships. A great PR solution can help you build client relationships by providing deep insight into your client’s PR performance and overall business success. Effort that was once spent on report building and monitoring can be dedicated to activities that engage the client and deepen your connection.
If your PR software solution isn’t helping you to attract and retain clients, it might be time to consider looking for one that provides this strategic value and supports your efforts to achieve maximum agency performance.