What's the best PR platform for your audience?

1 Your objectives

The first step to finding the best PR platform for your audience is to define your objectives. What are you trying to achieve with your PR efforts? Do you want to raise awareness, generate leads, build trust, or influence opinions? Different PR platforms have different features and functions that can help you reach your objectives. For example, some platforms focus on media relations, while others offer social media monitoring, influencer marketing, or content creation. You should look for a platform that aligns with your specific goals and offers the tools you need to execute your strategy.

2 Your audience

The second factor to consider is your audience. Who are you trying to reach with your PR messages? Where do they consume information? What are their preferences, pain points, and motivations? Knowing your audience will help you choose a PR platform that can help you connect with them effectively. For example, some platforms have access to a large database of journalists, bloggers, and influencers that cover your industry or niche. Others allow you to segment and target your audience based on demographics, interests, or behavior. You should look for a platform that can help you identify, reach, and engage your audience.

3 Your budget

The third factor to consider is your budget. How much can you afford to spend on a PR platform? PR platforms vary in price, depending on the features, functions, and support they offer. Some platforms charge a monthly or annual fee, while others have a pay-per-use or performance-based model. You should look for a platform that fits your budget and offers a good return on investment. You should also consider the hidden costs, such as training, integration, or maintenance, that may come with using a PR platform.

4 Your team

The fourth factor to consider is your team. Who will be using the PR platform? How many users do you need? What are their skills and experience levels? Choosing a PR platform that matches your team's capabilities and needs will ensure a smooth and efficient workflow. For example, some platforms are easy to use and have a user-friendly interface, while others require more technical skills and customization. Some platforms offer training, support, or consulting services, while others rely on self-service or online resources. You should look for a platform that can help your team perform their tasks effectively and collaboratively.

5 Your competitors

The fifth factor to consider is your competitors. What are they doing with their PR efforts? What platforms are they using? How are they performing? Analyzing your competitors can help you gain insights and inspiration for your own PR strategy. For example, some platforms allow you to monitor and benchmark your competitors' media coverage, social media activity, or online reputation. Others help you identify and leverage opportunities or gaps in the market. You should look for a platform that can help you gain a competitive edge and differentiate yourself from your rivals.

6 Your feedback

The sixth factor to consider is your feedback. How will you measure the results and impact of your PR campaigns? What metrics and indicators will you use? How will you report and communicate your findings? Choosing a PR platform that can help you track and analyze your performance will help you improve your PR efforts and demonstrate your value. For example, some platforms provide analytics and reporting tools that can help you measure your reach, engagement, sentiment, or conversions. Others allow you to integrate with other platforms or tools that can help you collect and visualize your data. You should look for a platform that can help you optimize and showcase your PR outcomes.

7 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?