This Week’s Best: March 30, 2012
A large chunk of the PR profession involves writing–publicists write press releases, brochures, speeches and one-pagers. But once publicist put down the pen, they still have to know how to use digital tools to do their job well. Publicists need to have an advance understanding of the following PR tools:
Publicists need to know how to do thorough research on news articles, bloggers and reporters before they launch their media campaigns. Nexis provides subscribers with in-depth information about news articles and reporters. Publicists can search for news articles on Google if they want to, but it is important to note that the major search engines only have a fraction of the information that typical research catalogs contain. For those who need help conducting research on Nexis, I would advise them to seek the assistance of a librarian.
Media outreach research is key to developing effective media campaigns. I prefer MediaAtlas because all media distributed via the website is sent to the PR Newswire press wire, which makes it easy for media professionals to get the word out. This tool helps media professionals get the word out to the right people, which is key in the PR industry. This service does cost, but the benefits of the service are well worth the money.
Media monitoring is key, and Google Alerts offers a no-cost, easy to use tool for publicists. Media monitoring is crucial because its two-fold: First, PR professionals need to know what’s going on publicly with their organization, and second, media monitoring can help publicists find feature stories about the impact that their business is having on the lives of others.
Did I miss anything? What tools do you use? Share thoughts and comments below.