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:
- Databases of print, online and broadcast media.
- Media contact management.
- Samples and templates of PR materials.
- Reporting and analysis tools.
- Editorial calendars.
- Pitching tips.
Create press communicationsIf 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.
Manage media contactsMany 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.
Take your PR efforts onlineFor help creating electronic press kits or with online press release distribution and tracking, take a look at Web-based software.
Send targeted PR communicationsNeed 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.
Analyze and measure your PR effortsTo 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.
- 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.