Tools make our lives and our jobs easier.
Whether it’s a drill in the hand of a skilled carpenter or a keyword research website in the hands of a PR professional, tools enhance the work we do.
[RELATED: Get the skills you need to become a trusted advisor to leaders.]
Tools have become a public relations necessity—not just a luxury. To stay relevant, take advantage of resources that can elevate your reach, social media efforts, content marketing and understanding of analytics.
Tools for finding journalists and influencers
This affordable resource fits with any PR strategy. Its primary purpose is to put PR professionals in contact with journalists.
You can pitch story ideas, get alerts about new PR opportunities and track the success of your campaigns. Muck Rack is also said to be considerably faster than other programs in alerting you about industry news.
Pricing: Available upon request.
With the rising distrust of advertising, influencers might be the future of content marketing—but where do you begin? Traackr helps you find the right influencers for your business.
Enter the keywords that define your industry, and let Traackr do the rest. You’ll get reports on who is writing on those topics, their reach, how well their content resonates with their audience and their relevance to your keywords. It helps you find superstars and underrated figures who can extend your reach.
Given its price points, this tool is more suitable for larger companies.
Pricing: Available upon request.
If you’d like media coverage without breaking the bank, HARO is tremendous. Once you sign up and list your industry expertise, HARO will notify you about opportunities to connect with journalists or bloggers looking for sources.
When you see an opportunity that fits your experience and expertise, send your pitch and wait for a response.
Pricing: Free for their Basic plan, and up to $149 per month for their Premium plan.
Tools to monitor industry trends
Would you like a better handle on your PR metrics, with more detailed reports? Trendkite can show you where you’re excelling and which areas need improvement.
Trendkite also alerts you anytime your company is mentioned online and enables you to track all aspects of your public relations efforts.
Given its price points, this is best for larger companies with a lot of media coverage to keep tabs on—or competitors to monitor.
Pricing: Available upon request.
BuzzSumo is a great resource for monitoring keyword and content popularity, with detailed information about views, shares and reach. BuzzSumo also enables you to keep tabs on your competitors by monitoring what they publish and gauging the response their content gets.
This platform also offers insights about influencers, such as their following and engagement rates.
Pricing: Starts at $79 per month for their Pro plan, going up to $559 per month for their Enterprise plan.
This free resource sends you an alert whenever your keywords—your company, name or industry terms—are mentioned on the web. You can set up as many alerts as you like.
Pricing: Free.
Tools for measurement
This tech company specializes in public relations analytics, insights and measurement solutions, which can help you track the impact of your efforts. Use AirPR’s tools to uncover what return on investment you’re getting and to gather proof of how effective your PR efforts are.
Given its price points, this is best for larger companies.
Pricing: Available upon request.
Prezly markets itself as “frictionless story management for brands.” Prezly can help you increase coverage, distribute your press releases and manage your relationships with journalists and influencers.
Prezly sends out alerts to bloggers, journalists and other writers via multimedia emails to announce press releases. It also provides analytics to gauge press release performance.
The Prezly platform gives you an online hub where you can share your stories, create email campaigns, tailor pitches to contacts and analyze your results.
Pricing: Subscriptions start at $150 per month.
As part of PRWeb’s service, you get access to press release templates and help with search engine optimization and social media exposure. Its resource center includes how-to articles, videos, webinars and white papers to help you to craft masterful press releases.
Once you’ve completed your release, PR Web will feature it on its industry-segmented site. Their staff will also help you distribute it to the right people.
Pricing: Starts at $99 per press release for its Basic plan, rising to $369 per press release for its Premium plan.
Wendy Marx is president of Marx Communications. A version of this article first appeared on the B2B PR Sense blog.
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