What PR tools can and can’t do for your pitching efforts
A media database or social listening tool can help inform your best work—but don’t rely on the tech to do all the work for you. Here’s how savvy pros use their toolkits.
If “clothes don’t make the man,” then media tools don’t make the PR pro.
But they sure do make life—and PR—easier. An integrated platform that combines a database with outreach and monitoring capabilities is a force to be reckoned with, especially when it’s wielded by a PR pro that really knows their stuff.
PR tools ensure successful delivery—not overall success
A media database is one of the most useful tools a PR agency, department or professional can invest in. It provides you the means to reach journalists and other media contacts across industries and outlets, without having to hunt for and verify the information yourself. Providers have whole research teams dedicated to maintaining and updating their database so you can be confident that your email will arrive in the intended inbox.
A media database can also help inform your research. You might already have your go-to contacts—journalists you’ve built relationships with over time who regularly respond to your pitches. If that’s not your situation (perhaps you’re representing a client in an industry you’re unfamiliar with), doing a database search for relevant contacts will give you a starting point.
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