In today’s PR world, technology can be your best friend. Whether you operate as small business or a major enterprise, being able to build and boost brands is essential. Nowadays, there are multiple tools and platforms that make handling those tasks easier than ever.
If you’re not already utilizing multiple tools to maintain and organize your PR campaign, you could be missing out on a real opportunity for growth. More importantly, you could be wasting time, energy, money, and resources by doing things the old-fashioned way.
Let’s look at some of the best PR tools used in 2023, so you can determine which ones fit your agency, and how you can utilize them to your brand’s advantage.
No. 1: Critical Mention. In today’s tech-forward, remote-working world, utilizing cloud-based services can help your entire team stay on the same page. Using Critical Mention is a fantastic way to monitor nearly all your media channels in real-time using only one platform. You also can use it anywhere across the globe.
Critical Mention tracks social-media outlets (e.g., Twitter, Facebook, YouTube and Instagram), but it can also give you clear data on any other platforms you’re using for promotion—that includes podcasts, print, TV and radio. You’ll get customized reports that you can share instantly with other employees at your agency, and detailed analytics that will help you determine what’s working and what needs to change.
No. 2: CoverageBook. Coverage reports are essential but time-consuming. How many countless hours have you spent collecting and organizing reports for your own record-keeping? How often have you had to account for PR metrics that might be a bit too inflated?
CoverageBook is a great tool for anyone who wants clear, easy-to-understand, and accurate coverage reports at their fingertips. With CoverageBook, you can:
- paste links or upload files
- receive metrics back in minutes
- decide which metrics you want to feature
- customize and share your book online or in-person
Not only will CoverageBook free up your time, but it also will make steadfast growth in your PR goals by staying on top of monitoring.
No. 3: Brand24. Have you ever wanted an easier way to instantly know when your brand is being mentioned online? Brand24 provides that data, giving you access to mentions across a variety of platforms, including:
- social media
With Brand24, you’ll never miss an important mention, so you’ll always have valuable data on hand for your next coverage report.
No. 4: LucidSpark. LucidSpark might be one of the most well-known names on this list—and that’s for a good reason! For those operating as a team when it comes to PR, LucidSpark is one of the best ways to keep everyone on the same page when you’re working through a strategy. It’s a digital whiteboard for team collaboration that encourages brainstorming through sticky notes, freehand drawing tools, and more.
LucidSpark’s templates are user-friendly and it’s easy to keep everything organized through various methods. If you’re trying to keep a team together—especially on specific projects—it’s a great collaboration tool.
No. 5: Canva. Although graphic design isn’t the biggest influence in PR, it helps to create eye-catching designs and photos that will grab the attention of your audience. That’s especially true when you’re trying to turn a press release into something easily digestible for social media.
Using Canva is one of the best ways to strike that tone of creative professionalism without having to hire a professional to do your design work. Canva is easy to use; has templates you can follow; and can help you create beautiful imagery to release in a matter of minutes.
No. 6: Hubspot’s Website Grader. Your website always will be one of the first areas of contact. It establishes your audience’s first impression and shows off your customer-service ability. Making sure it’s up to par is essential.
With Hubspot’s Website Grader, you can use the free funneling tool to see how your brand marketing is doing in the top and middle of the funnel. You’ll also see real-time analytics and receive a website grade that lets you know where you can improve.
No. 7: SocialPilot. There are countless social-media scheduling tools out there, but, SocialPilot lands near the top for several reasons. First, it allows you to manage your social-media platforms by creating organized groups. SocialPilot also has collaboration features, so other members in your department or company can jump on board and create the right content at the right time. Even if you’re just starting out, this tool has price points available for just about every level of business.
No. 8: LinkedIn. Chances are, you’ve used LinkedIn for things like job hunting, building your personal network, and connecting with co-workers and others in the industry. In addition, it’s a powerful PR tool when used correctly.
Consider using LinkedIn as a research tool. It’s a fantastic platform for reaching out to experts in a variety of industries. Whether you want to model your strategies after another company or you’re looking to connect with someone in the journalism field, LinkedIn offers a safe, effective, practical way to network and build your brand.
No matter your current marketing or PR needs, there’s no reason not to take advantage of digital tools that can make your job easier and more organized. Consider which of these tools would most benefit your business and your team, and you might be surprised by how much more efficient you can make your workflow.
Need a hand? PIA can help
From logos and letterhead to complete strategic campaigns, PIA Design & Print, writes, designs and produces original and on-target promotion, building on a fundamental understanding of the insurance business—for a fraction of what you’d pay an outside firm.
If you’ve ever worked with an ad agency, you know the frustration of explaining your business, only to have the final product prove something was lost in the translation. PIA Design & Print can create well-crafted marketing materials to reach your future clients.
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Katie Brenneman is a passionate writer specializing in lifestyle, mental health, education, and fitness-related content. When she isn't writing, you can find her with her nose buried in a book or hiking with her dog, Charlie. To connect with Katie, you can follow her on Twitter.