Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
The capabilities of software for PR agencies have evolved significantly in the last few years, taking it out of the tactical realm of contact and pitch management and into the category of a strategic solution that can help agencies attract and retain clients. Advanced analytics and meaningful visualizations help drive better decisions and elevate the role of PR within the client organization. Evaluating software for PR agencies requires careful attention to the features and quality of the solutions under consideration. Here are a few important considerations.
Does the Solution Offer Custom Media Dashboards?
The number of potential outlets and networks that could contain conversations about client brands and their industries is staggering. Manual media tracking is virtually impossible and alert services, such as Google alerts, don’t operate in any context, making it difficult to understand the importance meaning of each mention. The best PR software for agencies includes a custom media dashboard that puts each mention in context based on your preferences and priorities.
Can Media Analysis be White Labeled?
Look for software for PR agencies that includes the ability to add your branding to beautifully designed reports with rich graphics that demonstrate the impact of your efforts to clients and justify continued investment in PR.
Are Real-Time News Alerts Available?
PR is a profession of reaction as much as creation, it is also extremely time sensitive, so it important to know right away when news impacts the brands you serve, their customers or their industry. Choose a PR solution for agencies that lets you set the parameters for when you want to be notified about what. Make sure you receive critical information immediately and a digest of other items of interest that can be reviewed when it is convenient.
Can You Get an Impact Score?
Not all mentions are as important in terms of source, reach, share of voice or sentiment. Impact scoring is a feature of software for PR agencies that applies logic to the mention and helps quantify its importance. This helps you cut through the clutter and zero in on the most important news quickly.
Choosing software to support your PR agency is an important step. Making sure that each of these capabilities are available will help you find a solution that will support your efforts to sign, retain and successfully service your clients.