Max is a result oriented SaaS sales and business development professional, with a blend of marketing, customer development, and leadership skills.
PR agencies of all sizes are looking for increasingly sophisticated technology tools to help them attract, retain and service clients. There are a wide range of solutions available, including everything from media contact management systems to social media monitoring applications. Because there are so many options with different features, vendors, price points and benefits, we thought we’d share a few questions to ask as you evaluate PR agency software.
Will it help me get new clients?
Many PR agencies think of PR software as something that only helps support existing clients, but actually the right solution can help make your agency more attractive to prospective clients. Solutions that include white-labeled reports, for example, can help you demonstrate to prospects exactly what they can expect if they choose your agency. Media intelligence tools can be used to generate a baseline that shows your prospect exactly how their brand is doing vs. the competition today, so that you can work together to set targets for a successful relationship.
Will it help me demonstrate value?
One of the biggest challenges for PR agencies is justifying each client’s continued investment by demonstrating a positive ROI. PR agency software that links PR activity and outputs to quantifiable results will help prove the value of your work and reinforce the importance of the investment.
Will it improve results?
Of course, before you can demonstrate value, you must create value. Look for software that will help you more effectively understand the media landscape of the brands you represent. Tools that help identify media contacts who are likely to cover your clients' brands and provide insight into which pitches will be most effective are invaluable assets in your quest to get the best results.
Can it measure impact?
One of the most difficult jobs of PR agencies is to look beyond the number of mentions a brand is able to generate to understand the real impact of each mention. This means taking into account factors like reach, sentiment, the extent to which the article is about the brand, audience desirability, and the authority of the publication, among others. Software that automates this analysis is beneficial for both improving and demonstrating results.
Will it travel?
Your clients expect you to react quickly if a crisis develops or an opportunity for coverage presents itself unexpectedly. Choosing PR agency software that operates on your mobile device helps you keep your ear to the ground even when you are away from the office. Being able to access alerts from anywhere unties you from your desk, while enabling you to deliver top-notch service.
Asking these questions before investing in a software solution will help you make sure that your choice will truly support your activities, help you close more business and keep clients happy over the long run.