Need help meeting your public relations goals? There’s a tool for that.
Kellye Crane’s “Tool School: PR Success in 2015” webinar provided a nearly exhaustive list and unbiased reviews of the PR industry’s top tools.
“We really value the tools that give us a big bang for our buck,” Kellye says. “(There are) too many opportunities to do what we do better.”
Here’s a breakdown of some of Kellye’s recommendations for finding the right tool and her suggestions for ones that could make your life much easier while delivering amazing results.
Missed the webinar? Catch the on-demand version for Kellye’s complete list of PR tools.
Shiny Object Syndrome
We love “the next big thing” and have a tendency to get distracted by whatever it is. Often, though, the next big thing is no more than a thing.
“Firms put marketing muscle behind getting our attention,” Kellye says. “It’s easy to chase everything that comes along.”
Avoid the temptation. Kellye, who reviews tools constantly as part of Solo PR PRO, often lets others try the new things and waits to see the reaction.
She used Ello as an example. The social network made waves a few months ago by making membership exclusive, and people campaigned for invitations on other social networks. It took only a few weeks for the buzz to quiet and the network hasn’t yet become mainstream.
Even if you can avoid shiny object syndrome, you run a good chance of having a boss or client who has it. Explain to them why you’re not using the new tool and talk about taking time to evaluate the product to ensure it’s right for them.
Tools Help Execute on Tactics
Before you can select the right tools, look at your measurable objectives. Objectives inform strategy and tactics. Strategy and tactics determine which tools to use.
“Tools can’t save a bad strategy,” Kellye says.
“You need to focus on what matters to you,” she adds. “Everyone’s desert island list of tools will be different. It matters what will help you achieve your goals.”
When to Invest
When does it make sense to invest in a tool? When answering this question, math is your friend.
If you work at an agency, you know your hourly rate. If you work for a business that is not an agency, calculate what someone at a similar level in an agency bills.
Once you have this data, determine how much time the tool will save you and how much it will cost. If it provides significant savings, the tool is likely a worthwhile investment.
Beware Frankenstein
PR has a ton of free tools to choose from, and many work well. However, taking a Frankenstein approach where you mix and match free tools to imitate what a paid tool does has limitations. The lack of integration can cost you time and cause headaches.
Want to learn more about PR Tech? Get your free “PR Tech: Success in 2015” white paper now!
Tools
Don’t let a long list of tools overwhelm you and keep you from getting started, Kellye says. Use resources like Kellye’s webinar to narrow the field.
If you decide it’s time to invest in a tool, you will at least be familiar with what’s available. And remember, you don’t have to live with a tool forever.
Below see some of Kellye’s PR tool recommendations.
Productivity Tool
Dropbox – “I don’t know what we did before Dropbox,” Kellye says. The file sharing site allows you to give clients access to a specific folder that contains all of their materials. Now, you don’t have to answer weekend phone calls from people requesting a file.
Dropbox also works well if dealing with subcontractors and colleagues since everyone has access to documents and information.
Boomerang for Gmail – Boomerang allows you to pre-schedule emails for later delivery and schedule reminders to follow up on emails.
Yesware – This tool allows you to determine when people open the emails you send and if they click the links. This works particularly well when pitching journalists, Kellye says.
Pocket – This extension for your browser’s toolbar allows you to save a website for future reference with one click. “It’s the fastest way to do that,” Kellye says.
Newsle – Find out when your friends and colleagues make the news. Newsle sends a daily email that lists all of the articles and blogs referencing your contacts. This tool works well with influencer relations because you can send them a note or comment on something they wrote.
Traditional PR Tools
Who Shared My Link – Enter a URL and this tool shows you how many times people shared it on social media.
Social Crawlytics – Want to keep an eye on competitors and maybe riff off their great ideas? Social Crawlytics lets you identify your competitors’ most shared content.
Tagboard – Twitter isn’t the only social media network using hashtags. Use Tagboard to track hashtags across platforms. Kellye recommends using this tool for events where you promote the use of hashtag, such as conferences and trade shows.
AP Stylebook Ask the Editor Page – Writing a press release and have an AP Style question? The AP Stylebook’s database is searchable, helping you find answers to your AP style questions
Visual Tools
Canva – Want to be a designer without spending hours and hours learning the trade? Canva has customizable templates to help you create professional-looking graphics for social, your blog and just about any other piece of content.
Word Swag – With Word Swag, you can create modern looking graphics by easily adding text to your iPhone photos. It’s a great tool when on-the-go, Kellye says.
Dafont – Can’t find the right typeface? Search through 17,000 fonts and find the perfect one. Many of the fonts are free.
PhotoPeach – Photo Peach allows you to create a slideshow of photos that’s easy to share on your favorite social media networks.
PowToon – Need a way for your content to stand out? Try PowToon. It allows you to tell your story with animated videos or explainers.
GifBoom – Gifs may not be high-end content, but people love them. This tool allows you to create gifs using your iPhone or Android phone.
Piktochart – Infographics are a great way to get shares, but require some serious talent or money to create…unless you use Piktochart. The DIY infographic creator has tools and templates to make the infographic creation process easier.
Social Media Tools
Buffer – If you want to send out a bunch of social media updates without jamming your followers’ newsfeeds, use Buffer. It allows you to space out your social media updates and schedule updates.
ManageFlitter – Kellye says that ManageFlitter is the easiest service for managing Twitter and followings. One feature allows you to hover over a person and see all the details you need about them.
GroupTweet – Have many voices for one Twitter account? GroupTweet allows you to transparently have multiple people contribute to a single account.
Feedly – If you’re lamenting the death of Google Reader, try Feedly. It will gather all of the content from your favorite publications and keep it in a single location.
