3 ways to maximize your PR impact on limited resources
As a PR professional, have you ever wished you had just a bit more budget or time, or maybe a few more team members? If the answer is yes (and we’d be surprised if it weren’t), then we have a gift for you. Unfortunately, we can’t give you a budget, but we can give you some winning tips for maximizing your resources.
Automate your media monitoring
Media monitoring is a treasure trove of beneficial information for PR pros. Beyond tracking your coverage, media monitoring allows you to pick up on early signs of a crisis, keep an eye on public sentiment, identify your potential advocates in the media, and see what your industry and competitors are up to.
If your current media monitoring practices include manually managing a cluster of free tools, it may be time to up your game and invest in an automated solution. A proper monitoring service will surface a lot more relevant and meaningful coverage while searching a broader range of sources. Plus, it comes with additional perks like coverage alerts so you don’t miss an important mention, media briefings so you can keep your team and other departments in the loop, and easy reporting functions to impress your clients or C-suite with the amazing results your PR efforts have produced.
An automated tool may require some time and effort to get things set up, but once you have your foundational searches running, it’s just a matter of evolving your keywords to suit your needs.
Use a news release tool to get your message out
If you’re wondering about the efficacy of news releases in today’s media landscape, we’re here to tell you that they are still relevant and reliable. In fact, the number of releases sent per working day through Agility’s news release distribution tool increased by more than 30 percent in March and April of 2020.
A news release service is an affordable trick to have up your sleeve when you want wide distribution to a broad range of newsrooms and outlets. Using a service also allows you to see how your release performed.
A release isn’t meant for every piece of news your brand or client produces. But when it is the right approach, combine it with personalized emails to a curated list of journalists and upload it to a credible newsroom for longevity. This will give your story an amplification boost.
Become a master of the numbers
Developing quantitative acumen is an essential step in connecting your PR activities and outcomes to business goals. Good tools for media monitoring and news release distribution provide insight into performance thanks to built-in reporting functions.
Once you understand how these functions work, take advantage of the insights and put them to use. When you can see who opened your news release, you can tell who’s interested or who may need a follow-up email. When you know the sentiment of your last round of coverage you can address any reputational lapses with timely PR activities.
These tips are just a starting point. We have a dozen more ways to gift yourself time, nurture relationships, embrace data, and boost your content in our free guide, How To Do More With Less.
Joy Knowles is the Marketing Content Strategist at Agility PR Solutions, a software solutions provider that helps PR pros generate and monitor media coverage, measure results, and demonstrate their value. Joy has been part of several internal communications teams during her career, helping to grow the companies’ client and customer bases through strategic communications, content planning and creation, social media management, and project and client management.