This article originally appeared on PR Daily in April of 2018.
It’s a wonderful time to be a communicator.
Sanguine professional prospects aside, communication pros have at their fingertips a splendid array of tools and technology that can make their work more efficient, robust, compelling and insightful. The trick is finding a nice mix of resources that make your job easier—not more complicated.
Veteran PR exec Stephen Waddington has posted a handy list of tools to help PR pros “work smarter” and gain an edge over competitors. Here’s a sample, separated into umbrella categories:
Visualization of autocomplete results provided by Bing and Google
Facebook Ad Planner
Understanding Facebook users by demographic and behavior
Google Consumer Barometer
Online research and resources that show how people around the world use the internet
Google Keyword Planner
Tool to get keyword ideas to help build your campaigns
Suite of search engine optimization planning and analytics tools
Clarabridge CX Analytics
Natural Language Processing, sentiment monitoring and data categorization
Google Cloud Platform Natural Language API
AI tech that can be used for social media sentiment analysis
Survey forms for external or internal research
AI tool that can analyze and make sense of unstructured content
Online survey platform for market research
Platform for searching, analyzing and visualizing social media data
Online survey platform for external or internal research
URL shortener, link management and analytics
Website traffic and analytics
Business intelligence and analytics
Media intelligence and analytics software
Content and influencer identification based on keywords
Open source audio, editing and mixing
Audio editing, mixing and publishing
Podcast editing and recording
Graphic design and layout tool for images, graphics and illustrations
Photo editor and image creator
Online photo editor
Free PNG images with transparent backgrounds
Online video editor
Media relations workflow platforms
Newsroom platform to create press releases, branded newsrooms and manage news distribution
Newsroom platform to create engaging stories, seamlessly distribute to maximize reach and analyze results
Newsroom, distribution and content management
Newsroom platform to create press releases, brand newsrooms and news distribution with analytics
PR pros who cling to old-school methods are punching a one-way ticket to Irrelevant Town. It’s time to embrace technology, learn a new skill, try different platforms, and take advantage of resources that provide a competitive edge.
Review the rest of the helpful tools listed on Mr. Waddington’s blog.