There's nothing more valuable to a client than seeing his or her company's name appear in an article, news report, or blog post. This third-party credibility and the ability to gain the attention of decision-makers is key to building a brand.
But the public relations industry is changing: Some blogs and influencers are becoming more important than traditional outlets, journalists and editors are increasingly turning to Twitter, comments boards, and other sites for sources, and newsrooms are shrinking, leaving editorial voices outnumbered 5:1.
In addition, a renewed focused on earned media, content marketing, and native advertising is being driven by the industry's concern over ad blocking.
If you're looking to double-down on earned media efforts, you might need a few tools to manage, track, and monitor your clients' and even your own firm's PR efforts. Without being able to connect the dots between a media mention and an influx of leads or inquiries, your agency is leaving value on the table.
18 Tools to Manage Your Client's Public Relations Campaigns
Muck Rack is a great resource for finding journalists by beat, location, the topic they cover, or things they have shared or tweeted about online. It has a ton of options for searching, including media outlets where you can search for magazine editors, bloggers, and digital-only publications. With its Pro Plan, you can build media lists, set up media monitoring emails, and track mentions.
Meltwater is a PR and social media monitoring tool that allows managers to interact on social media, curate content, track competitors and emerging stories, and measure the results of their efforts.
With Mention, you input your company name, an executive's name, or other information you want to monitor and the sources or sites you want to monitor. You can then get desktop or mobile notifications and emails when someone mentions the brand. In addition, you can manage your social media accounts from the dashboard and respond, favorite, or complete other actions through the dashboard.
Coverage Book makes it easy to collect and present the media mentions and results of earned efforts. You can upload offline coverage or simply input the URL of the article and Coverage Book will create a screenshot. There's a main dashboard that shows the combined views, shares, and inbound links resulting from PR efforts. You can also drill down into individual articles and see their impact.
Cision is one of the most well-known and full-featured PR software options on the market. It's database contains more than 1.6 million journalists, influencers, and editorial contacts, The platform provides advanced distribution, tracking, and analyzing features to makes sure you never miss a mention or fail to prove the value of your agency's PR efforts. You can also run content amplification campaigns through the site so that your editorials and content show in recommended content modules on sites.
Brand24 lets you track social mentions and sentiment online to better understand how a brand is being talked about and perceived online. You can share alerts with other team members for one-on-one follow-ups, and the tool allows you to monitor the sentiment and mentions of competitors for a more realistic view of how the brand matches up.
Anewstip is a search engine for finding journalists, influencers and media outlets that have recently mentioned a topic on Twitter. You can filter by journalists' profiles only, topic, and language, and then sort by influence, number of tweets, or how many times the person has mentioned your keyword. With this information, you can then create media lists and export these for pitching or use the site's paid service to pitch and track outreach and response. The site is also useful for monitoring tweets and articles being published about a keyword so that you can jump onto emerging trends or get in touch with journalists interested in a topic.
Agility helps you distribute and analyze the results of press releases. The service provides access to more than 700,000 journalists, influencers, and bloggers all over the world, and it provides a ton of targeting and distribution options for reaching niche and industry contacts or for targeting individuals by location or job title. They also have translation services for global outreach efforts, and the service tracks mentions and appearances online so you can compare performance and ROI of your PR efforts.
Brandwatch is an enterprise-level social media monitoring tool that could be used to track ongoing PR campaigns. You can monitor relevant topics, mentions, purchase intent, share of voice, and the top sites that mention the company. The tool could be extremely useful during crisis situations or if you need to monitor a competitor's moves. It could also be used to track breaking news so you can make sure your clients are at the top of a reporter's list when they need a key source or commentary.
Critical Mention is a media monitoring tool where you can search TV, radio, online news, and social media to track mentions of your brand and trending topics relevant to your client. With this service, you can clip and share broadcast coverage and analyze the outlet's audience and reach. Subscriptions to the site come with 24/7 support and account management.
JournoRequests provides a free daily email of all the mentions of a need for a source from journalists in the United Kingdom, which are organized by categories such as tech, education, parents and children, etc. With a paid account, you can get instant alerts for requests in a specific category or by selecting targeted keywords. The founders also have a complementary site called Hey Press, which is a search engine for finding journalists who have written about specific subjects and keywords.
Help a Reporter Out
Help a Reporter Out, also known as HARO, is an invaluable resource for connecting your clients with journalists who are looking for expert sources. Journalists list their needs through the site, and sources are notified three times per day of these ongoing media opportunities. These are often situations where reporters are working on deadline, so be sure to prep your client that he or she will need to be flexible and available.
Augure is an influencer and PR cloud-based platform that provides a range of features and options for PR managers and agencies. It has a CRM-style platform to track communications with journalists, social media monitoring, email marketing and tracking capabilities for sending out releases and follow-ups, and reporting and measurement tools.
If you are looking to distribute your client's press release, PRWeb is an affordable option. The pricing levels are based on what tier or type of publication you would like your release to be sent to, and it provides response and tracking features for showcasing impact and results.
Marketwired is a press release distribution service where you can build media and influencer lists, send targeted news updates, and track performance. The service also has a feature where you can create an online newsroom to store everything about the client's brand.
Business Wire distributes your press releases and information to 89,000 media outlets in 162 countries and allows for videos, links, photos, and other information within your releases.
Radio Guest List
Radio Guest List is the HARO of the audio world. You can sign up for email notifications from producers, journalists, and podcast hosts who are looking for experts on specific topics so you can reach out with your credentials and interest.
BlogDash provides PR pros with a database of influential bloggers in various categories. The tool allows you to set campaign goals, create pitch lists, and reach out to bloggers. They also have an outsourced service to manage blogger outreach, content creation, and tracking for you.
What PR tools do you use to monitor and track the performance of your clients' campaigns? Let us know in the comments below!