Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
A brand’s PR firm is one of its most important outside vendor relationships. The selection or retention of a firm may be one of the most important decisions a CMO makes all year. Clients are looking for agency partners that can help amplify their brand, produce the biggest return on investment and provide performance measurement. The competition for clients is fierce, so many agencies are turning to technology to help them attract and retain clients despite difficult market conditions. Here’s a look at how PR agencies are using technology.
Technology can be enormously helpful in preparing for prospect meetings as it helps users quickly get a feel for the prospect’s unique PR landscape. Account leaders can quickly gain the trust of potential clients by being forearmed with data and recommendations based on the client’s past PR efforts, competitive situation and industry.
For both new and existing clients, setting realistic, achievable, yet impressive expectations is essential to maintaining a strong relationship over time. This is almost impossible without technology tools to access the current situation and the best possible outcomes. PR software helps agencies work with clients to define and achieve reasonable goals.
Because PR software takes a lot of the manual effort out of media monitoring, impact analysis and reporting, agency teams can spend more time offering strategic guidance to clients. This allows for deeper, more meaningful relationships.
It’s important to keep in mind that clients must justify the initial or continued investment in your firm to the rest of their leadership team. Technology can make this easier by arming your customers with concrete facts that prove the ROI of PR. Solutions that offer white-labled, interactive reports, go even further to help the client “sell” their organization on PR.
Of course, the best way to keep clients happy is to deliver outstanding results. PR technology helps agencies achieve better performance by helping to identify and entice media contacts and other influencers. It simplifies industry and competitive monitoring, highlights opportunities for impactful earned media, and filters out the noise that can obfuscate more valuable information.
Public relations is built on creativity and personal relationships. That won’t change. But, agencies that want to remain competitive will need to avail themselves of the latest technology solutions in order to meet the expectations of modern brands.