AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.
Let’s be honest. Without the right public relations software in place, PR tracking is a drag. It usually involves spreadsheets and PowerPoint, Google searches and screen shots. If you feel more like an admin than a PR professional, you are not alone. If you feel like you spend more time doing PR tracking than doing PR, you may be right. Let’s just imagine what you could do instead if you were freed from PR tracking drudgery. If you had all of the information you need at your fingertips in beautifully imagined, shareable reports, you could…
Turn Data into Knowledge
Instead of gathering and figuring out how to present data, you could spend more time thinking about what the data is telling you. Where are the trends headed? What trouble spots are emerging? Where are the opportunities for timely action? These questions are hard to answer when you’re making a slide. You need the time and space to process insights and ponder how they change your action plan.
Making sure others in your organization understand how PR is impacting the business is an important part of a PR professional’s responsibilities. Instead of PR tracking, you could devote the time necessary to use the facts to establish a case for continued or increased investment in PR.
Competitive intelligence is part of most PR tracking efforts, but it is challenging and by the time you’ve finished monthly tracking, you’re out of time to take meaningful action. Without having to expend the effort to track competitors, you could focus on revealing their weaknesses, attracting their audiences and providing an alternative point of view to the authors who cover them.
Your PR tracking (magically done by someone else in this vision) will reveal influencers in your space and the topics they find of interest. With your newly found time, you could develop timely and well matched pitches and content suggestions. Instead of reacting to coverage or news, you could proactively position your brand to receive future mentions.
Live the Dream
If you’d rather be doing these things than building charts and making lists, consider a PR software solution that gets you out of the business of PR tracking. TrendKite’s solution automates tracking and delivers wonderfully visualized, interactive reports that you can share. There’s no reason not to make the dream of spending your time on high-value actives a reality.