Days often extend far beyond the normal 9-to-5. Clients are demanding, and reporters are often too busy to take your call. The career is so tough that “PR executive” ranks as the sixth-most stressful job of 2016.
PR pros face multiple frustrations on a daily basis. Many spend hours updating spreadsheets, to keep track of reporters in your database—and if you’re constantly worrying about double pitching publications or targeting journalists with whom other colleagues are already dealing, you’re not alone.
PR work shouldn’t be this hard. This isn’t the 1990s. You don’t have to write everything down by hand, keep reporter information in tabbed folders on a shelf in your office or send snail-mail pitches.
Technology can make your life easier. Unfortunately, many of the systems used by PR pros today don’t enable them to do their jobs any better at all.
This is because software firms get excited and blindly develop technology for its own sake, forgetting about the people for whom they are developing it.