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Frances Sharpe

Guide to Software for Public Relations

Simplify your public relations efforts with software solutions

By Frances Sharpe, freelance writer/editor

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.

The official source of Software for Public Relations is
the Public Relations Software page at Business.com

More Featured Listings
Vocus PR Management Software
Award-Winning Media Relations, News Distribution and News Monitoring Software for the PR Professional. Take a Free Demo Today.
www.Vocus.com
Public Relations Software
Compare Public Relations Software using Capterra's free, comprehensive directory.
Capterra.com
Professional Public Relations At Affordable Rates
Competetive pricing on prime press release distribution to thousands of websites and journalists. View press stats, attach images, keywords and more.
Private Branding | Discounted Rates | Trade Publication | Web Distribution
www.24-7pressrelease.com
DoubleDimond Public Relations LLC
Providing effective public relations strategies to help you achieve your business objectives.
www.doubledimondpr.com
Related Resources

Recommended Solution Providers

PR Newswire: PR Toolkit
This product offers a variety of promotional tools to jumpstart your PR campaign and get the word out about your company. In addition to text-based news releases, audio and video news releases, b-roll packages, translation services, customized news and photo archives, market intelligence, Internet monitoring and turn-key web solutions are offered.

IPressRoom: Online PR Tools
Public relations software designed specifically to improve your online PR endeavors.

JIAN: Public Relations Software
This PR management software kit will help your small business generate the public relations exposure that will build sales.

DNA13: Human Driven Technology
Provides companies with public relations and communications software. This software is a totally integrated solution uniquely designed to enhance the communications efficiency of small and medium size companies and organizations that are primarily focused on growing their business, improving their mindshare and developing their brand.

Vocus: On-Demand Software for Public Relations
Provides a totally integrated on-demand PR software suite. The software suite manages media and analyst relationships; interactive email campaigns; projects and news; files, documents and other collateral; and online newsrooms. The software also analyzes media coverage and other PR information to provide real-time feedback on the effectiveness of PR campaigns, and early intelligence on trends unfolding in the press.

PressFile: A Publicist's Best Friend
Use this media relations contact manager software that gives your small business unlimited flexibility to target, track and manage your contacts.

MarketWire: Easy PR
Giving PR professionals the power to give journalists and other target audiences the exact information they want at a moment's notice.

PR Tracker: PR Software
Helps businesses track the PR they receive in various media outlets.

Best Sites to Learn More

About Public Relations: PR Basics
Find everything your small business needs to answer any possible public relations question.

Schwartz Communications: Making a PR Campaign Come to Life
Leading PR experts reveal the golden rules of public relations.

Public Relations Society of America: PR Partners
Find many PR companies along with descriptions of what services are provided.

Best Blogs and Forums

Small Business Brief: PR Forum
Some ideas about how to boost PR for your small business.

Small Business Forum: Sales and Marketing
See discussion on which websites are good to use for PR for your small business and why.

AllBusiness: Professional PR Blog
Thoughts how to improve your business' PR effort.

IPressRoom: Internet PR News Blog
Experts contribute links to articles and comments related to how the Internet is impacting public relations,corporate communications, politics and investor relations.



FEATURED LISTINGS
Vocus PR Management Software
Award-Winning Media Relations, News Distribution and News Monitoring Software for the PR Professional. Take a Free Demo Today.
www.Vocus.com
Public Relations Software
Compare Public Relations Software using Capterra's free, comprehensive directory.
Capterra.com
Professional Public Relations At Affordable Rates
Competetive pricing on prime press release distribution to thousands of websites and journalists. View press stats, attach images, keywords and more.
www.24-7pressrelease.com
DoubleDimond Public Relations LLC
Providing effective public relations strategies to help you achieve your business objectives.
www.doubledimondpr.com
New York Public Relations Agency: T. J. Sacks & Associates
T. J. Sacks & Associates is a New York public relations agency with local, national and global clients in consumer goods, services and healthcare.
www.tjsacks.com

What WorksTM for Public Relations

Frances Sharpe

Creating a Media Kit

 By Frances Sharpe, freelance writer/editor
Impress the press, investors and clients with a top-notch publicity package
A media kit is kind of like a résumé for your business – a packet of information that provides an overview of your company and what makes it unique. Designed primarily to help gain publicity for your business, a media kit can also be an excellent tool to attract investors and clients. Media kit must-haves include: A cover letter with your contact information. An overview of your company and its products and ... Read more

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