If you've decided to tackle public relations and publicity in-house, PR software can help. Whether you want to access a database of journalists and reporters, craft a killer press release or distribute an online media kit, PR software programs offer solutions. Features vary among programs but may include:

1. Databases of print, online and broadcast media.
2. Media contact management.
3. Samples and templates of PR materials.
4. Reporting and analysis tools.
5. Editorial calendars.
6. Pitching tips.

Action Steps
The best contacts and resources to help you get it done

Create press communications

If you need help creating press releases, writing company backgrounders or coming up with other PR-related materials, look for software with templates and samples of these documents.

I recommend: Publicity Builder offers templates and samples of common press releases, pitch letters and scripts for talking to the media in addition to worksheets for PR-related budgets and planning. Use their worksheets to develop your own PR strategy.

Manage media contacts

Many PR software solutions can help you target, track and manage your media contacts. You can build media lists based on geographic location, publication category or reporter beats. Keep a detailed history of your communications with the media so you're always on top of your PR game.

I recommend: Two software packages that emphasize media contact management are Press File and dnaProfessional.

Take your PR efforts online

For help creating electronic press kits or with online press release distribution and tracking, take a look at Web-based software.

I recommend: Compare online PR packages from IPressRoom.com, which offers dozens of Web-based PR solutions such as blogs, podcasts and viral email.

Send targeted PR communications

Need to mail press kits to magazine editors who cover the automotive industry? Want to send an email announcement to newspaper reporters on the lifestyle beat in the Northwest? To speed up your efforts, PR software can help you print labels for your media mailings and distribute your email messages to your chosen contacts.

I recommend: PR Pro CD Software allows you to print labels and distribute email press releases and announcements to your targeted media contacts.

Analyze and measure your PR efforts

To determine the effectiveness of your PR campaign, you need to be able to analyze and measure your results. By analyzing your results, you can quickly determine which of your PR activities generate the best response and which ones aren't up to snuff. With reports and analysis, you can effectively assess the value of your PR efforts and your return on investment.

I recommend: Vocus software offers detailed analytics and reporting features to help you evaluate the success of your PR activities.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Look for PR software that's user-friendly. If it's too complicated, you won't use it.
• •  Determine what your PR objectives are before shopping for software.
• •  Ask colleagues or industry peers for software recommendations.