Max is a result oriented SaaS sales and business development professional, with a blend of marketing, customer development, and leadership skills.
Life is full of difficult decisions, especially for PR professionals. We manage crises, respond to competitive attacks, develop strategic messaging and convince journalists to write about our brand. And that’s all usually before we’ve had our pumpkin spiced latte. Some decisions, however, are a bit easier. Deciding if you need PR software, for example. You know you do if…
1 – You don’t have measurable PR goals
In order to justify your investment in PR, it is necessary to have defined goals that are measurable, realistic and achievable based on where you are today. PR software helps you set a benchmark and determine what kind of success is possible in your industry and market. This analysis leads to objectives that can be used to illustrate what you have achieved.
2 – You aren’t getting enough earned media
PR software isn’t going to write and publish articles, but what it will do is identify the authors and influencers who will likely have an interest in your news pitches. It helps you get a feel for the stories each person prefers to cover so that you can match your pitch to their preferences.
3 – Your competition is kicking your butt
If your competitors are getting mentions that you are missing, PR software can help you figure out what they are doing right that you are doing wrong. Are they attracting the attention of journalists and others who ignore you? Are they targeting different publications or using a unique story angle? Understanding what your competitors are doing puts you in the position to either emulate what’s working or set yourselves apart by approaching the media with a completely different message.
4 – Executive support for PR is fading
If this is the case, you are in an urgent situation and need to embrace technology quickly. It will help you visualize the impact of PR and preform and ROI analysis for the C-suite. It’s one thing to send a monthly list of earned media and press releases, it’s another thing entirely to demonstrate an impact on website traffic, lead conversions, and, ultimately revenue.
5 – You’re spending too much time making reports
If you are spending more time in PowerPoint and Excel than you are thinking strategically about PR, software is right for you. It’s 2014, no one should have to cut and paste.
6 – You’ve got a bad reputation
Well, not you personally, that’s immaterial, I mean your brand. The importance of online reputation in today’s social, connected world can’t be underestimated. PR software is enormously helpful in understanding the tone of the conversation about your brand and identifying reviews or comments that necessitate a response. Make no mistake, there is a conversation going on about your brand. PR software helps you join it.
The practice of public relations is increasingly digital. Taking advantage of the latest technology is an effective way to keep up with the growing demands of an ever more complex public relations landscape.