The Benefits of Public Relations Software

Public relations refer to the managing of information flow between an organization and its public so that the end result is a positive image of the company. PR professionals work to obtain free publicity for the organization by writing news about the company in a compelling and interesting way so that bloggers, journalists, and other influencers find it a great story to publish. The news is called press release and is sent through the internet to the people who may be interested in offering free publicity. In order for the press release to achieve its goal, it has to meet the publisher’s need for content that engages the public. Public relations software simplifies the process of managing data that is sent to possible publishers.

Finding publishers



It can be a daunting task to find someone interested to write about your company. Public relations software makes this easier by offering lists of contacts in the traditional press or social media. These lists consist of journalists, bloggers, freelancers, analysts and other kinds of influencers that relate to your industry. You can sort the contacts according to niche or other types of criteria.

Each influencer who is on that list of contacts has a profile so that the organization makes a better choice with regards to the person who is going to write about the brand. The profiles give you background information on past jobs, awards and education. You learn the topics of interest of each influencer to determine which one will be more interested in your organization. You also have an option to search by topic so that you see what an influencer has written about in the past. You will learn what topics are attractive and which you should avoid. This kind of software provides a geographical selection too which is great for local businesses that target a specific area.

Track media relations activity

It is common practice for organizations to hire public relations professionals through online job marketplaces in order to lower their costs. Having your team spread in all four corners of the globe requires that you keep track of public relations activity. PR software is recommended here because you have various management benefits. You will track all the interaction with the media so that you know what works and should be used in the future. Some pieces of software offer calendars to track the periods when news is received best.

Public relations software also allows you to manage campaigns by product or company. PR professionals often work for various companies in order to have a constant stream of income. Sometimes the workflow can’t be managed efficiently anymore and you are not able to focus your energy which leads to an overall poor quality work. Managing campaigns by company will give you a tool to decide which campaigns should be dropped.

In conclusion, public relations software leads to a better management of what information gets out in the media by providing an overview of all campaigns and comprehensive lists of influencers for an organization to target.