How do you find Public Relations and media relations tools?

1 Identify your objectives

Before you start looking for PR and media relations tools, you need to have a clear idea of what you want to achieve with your campaigns. Do you want to raise awareness, generate leads, build trust, or manage a crisis? Depending on your objectives, you will need different types of tools to help you with your strategy, outreach, content creation, distribution, and evaluation. For example, if you want to raise awareness, you might need tools that help you find relevant media outlets, journalists, and influencers, as well as tools that help you create and distribute press releases, pitches, and stories.

2 Research your options

Once you have defined your objectives, you can start researching the available PR and media relations tools in the market. You can use online directories, reviews, blogs, podcasts, and social media to find out what other PR professionals and experts are using and recommending. You can also ask your peers, colleagues, mentors, or clients for their opinions and experiences with different tools. However, don't rely solely on other people's opinions. You should also do your own research and compare the features, benefits, and drawbacks of different tools.

3 Evaluate your budget

Another important factor to consider when looking for PR and media relations tools is your budget. How much can you afford to spend on PR and media relations tools? How will you measure the return on investment (ROI) of your tools? What are the pricing models and plans of different tools? Some tools are free or have low-cost options, while others are more expensive and require a subscription or a contract. You should also factor in the hidden costs of using a tool, such as training, maintenance, integration, and support.

4 Test your tools

Before you commit to using a PR and media relations tool, you should test it out and see if it meets your expectations and needs. Most tools offer free trials or demos that allow you to try out their features and functionalities. You should use this opportunity to see how the tool works, how easy it is to use, how reliable it is, and how well it integrates with your existing systems and processes. You should also ask for feedback from your team members, clients, or partners who will be using the tool or benefiting from it.

5 Review your results

Finally, you should review the results of using your PR and media relations tools and see if they help you achieve your objectives. You should track and measure the performance and outcomes of your campaigns using the tools' analytics and reporting features. You should also solicit feedback from your audiences, stakeholders, and the media on how they perceive your PR and media relations efforts. You should use this data and feedback to evaluate the effectiveness and efficiency of your tools and to identify areas for improvement or adjustment.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?