Seeing your company appear in a recent media coverage campaign, local newspaper snippet, online article or some other popular platform is what every other company aspires to.
However, it all comes down to two things – i.e. 1) how well you have planned and executed your public relations campaign and 2) are there any public relations tools in action to gauge success.
To the notion of using the right type of public relations tools, we have highlighted several recommendations, both paid and free. The reason for doing so is simple: with the right public relations software, you can get hundreds of earned media opportunities – and that too, at the right time when the fruit is fit for plucking!
According to a 2018 survey by the Marketing Agency Growth Report Co., startups face an extensive number of challenges during the founding years of business. So much so that right now, over 72% of the companies from all over the world are busy making huge investments in not only running public relations campaigns but also using all kinds of public relations tools to diversify success.
What is Public Relations?
Public relations is a strategic communication process where information is conveyed on a company’s behalf to the public. The idea behind conveying this information is a mutually beneficial relationship for both sides. The company gets proper media attention, concerning whatever updates, upcoming product launches etc., it has, and the public gets to benefit from the news.
Moving on, another definition of public relations would be to understand that a role of a public relations company is to “expose” your brand (*under the proper limelight, of course), your internal values, any newsworthy content, etc., to stakeholders or people who are going to be directly affected by those updates.
An upcoming product launch is something that can be hyped up through a PR stunt. Meanwhile, the public will look forward to the product release and make sure that they are first in line to purchase it. This is the kind of scenario that benefits both sides from a business point of view.
That being said, let’s take a look at the role of public relations tools.
What Are Public Relations Tools?
Public relations tools are software that can help you to perform different activities for promoting your brand, improving outreach, and monitoring the conversion-based results.
As of right now, the internet is laced with both paid public relations tools and free public relations tools. Whether you’d need a paid tool or a free tool is entirely up to your business’s requirements. Therefore, when it comes down to choosing the right tool for your company, make sure that you have assessed the public relations program against whatever magnitude of requirements your company has.
Having said that, public relations tools are a cost-effective solution that can automate a number of different processes. Since the industry is constantly evolving, blog owners, influencers, media respondents, and other parties are increasingly turning to different programs to help with public relations campaigns.
These new tools result in garnering the most media mentions, measure the results through a dedicated analytics panel, and help to create strategies that work for future campaigns.
Let’s take a look at some of the best public relations tools that you can use to get started.
Expert Advice: If you are struggling to figure out the KPIs for your next big Public Relations campaign, it’s way better to consult with a Professional Company for robust results.
We have curated a list of the 5 best public relations tools for you to consider. If you think that your favorite program or software platform wasn’t mentioned on this list, feel free to let us know through the comments section below.
Right off the bat, we’ve got Brand24, a stellar example of paid public relations tools that can enable you to track social mentions and online sentiments through actionable reports.
Brand24 also has an integrated notifications system where you and your team get alerts for any follow-ups and pending tasks. Overall it’s a good solution with high feasibility for startups that need to execute and monitor small-scale online public relations campaigns.
Next up on our public relations tools list, we’ve got Anewstip. Price-wise, it is relatively expensive software, but it makes up for the heavy expense sheet through a number of different features.
For instance, Anewstip is more of an integrated search engine platform where you can find journalists, social media influencers, and media outlets relevant to your niche. More so, there are filter options to make sure that if it’s the journalists’ contact information you’re interested in viewing, it doesn’t overlap with influencers’ and media outlets’ contact details. The filter can also be set to churn out results by language, topic, and other priorities.
Anewstip is great for creating media lists and exporting the information in report format. You can use the information to send pitches to “shortlisted” leads to amp up your media coverage campaigns on the internet, and in real life.
In case you’re looking for agile solutions to your public relations campaigns conundrums, agility PR solutions are the right tool for you. It is a slightly expensive, but equally powerful tool that comes with a dedicated media database, analytics dashboard, and solutions to communicate with the right prospects.
Agility PR Solutions boasts of granting access to over 700,000 journalists, bloggers, and influencers from all over the world. You can apply filters to your search results to make sure that the program only recommends those leads that are relevant to your niche industry.
We think that Agility PR has enough sub-level tools to help you connect with influencers, capture coverage, and measure the results that are perfect for gauging success on multiple platforms.
Up next, we’ve got Brandwatch on our list of public relations tools for monitoring and managing your communication. This one’s an extensive enterprise-level social media monitoring tool with a dedicated analytics panel to monitor and measure your public relations campaigns.
Brandwatch can help you to track relevant topics, social media mentions specific to your brand, share your voice, and do a lot more as compared to conventional PR tools. The program is extremely useful for crisis communication management as it pings you if someone is doing a negative publicity stunt against your company, product, or services.
You can also share the news with your clients, stakeholders, and the public to maintain transparency and stay on top of whatever’s going on.
Also known as Help a Reporter Out, it’s a phenomenal platform that connects journalists with clients and vice versa.
HARO is an invaluable resource that connects both sides, i.e. people looking to get media coverage and the journalists through a centralized platform. You can sign up as a journalist, or a client on behalf of your company. HARO will send you email notifications concerning journalists’ requirements and needs.
Send out a pitch with relevant information and an insightful story to get the attention. HARO journalists always credit their source. Whenever your company’s product or services are mentioned on a popular news website in collaboration with HARO journalists, you will get a slew of online traffic within a day or two.
Price: Free plan available. Paid plan starts at $19 per month
Public relations tools have become the need of the hour these days. However, not all of them are worth using. If you are looking to get recommendations on using the right public relations tool for your company, get in touch with an expert PR agency.
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