Matt co-founded TrendKite in 2012 and oversees all aspects of the organization’s product strategy and development.
I came across this old advertisement the other day and it made me chuckle. “The last word in filing convenience.” Is that so? Makes you think though, doesn’t it? One man’s technical leap is another’s relic.
I doubt that you are still organizing your media contacts on index cards, but when it comes to PR automation, many pros and agency teams are still using outdated technology. Just like modern cloud-based contact managers have made the Rolodex obsolete, the digital revolution made the same leap forward possible for PR automation.
Here are just a few ways PR automation has evolved -
Classic approach – Get an email alert every time your brand or a selected keyword is mentioned. (AKA Google alerts.)
Modern capability – Create online dashboards show you the most impactful news by considering important factors such as readership, publication tier, unique visitors, and where your search topic appears in the article. Set parameters around when you would like to receive email alerts and what qualifies a mention as alert worthy.
Classic approach – Measure activity in terms or mentions, press releases, interviews and pitches.
Modern capability – Measure outcomes that can directly be tied to the ROI of your PR efforts including, SEO improvement, website traffic, conversations, reputation and revenue.
Classic approach – Pitch stories based on your brand’s news.
Modern capability – Analyze your industry’s media landscape understanding hot topics, trends, competitive coverage and social conversations to customize pitches around topics of interest for particular reporters and influencers.
Classic approach – Track coverage in spreadsheets and create monthly or quarterly reports in Word or PowerPoint.
Modern capability – Leverage a cloud-based platform to provide on-demand, interactive reporting with easy-to-understand info graphics and real-time coverage, impact and ROI analysis.
We’ve come a long way from spinning index cards, but I’m glad I found this artifact of the past. It’s a good reminder that the only constant is change and if we want to stay in the game, we’d better keep up.