6 steps to choose the right PR tool

Let’s have a look at this simple 6-step formula to pick the right PR tool for you.

Mastering technology is a challenge, particularly given their ever-changing nature. But becoming proficient with many technology tools is near impossible, even if you devote all your time to learning them! Let’s have a look at this simple 6-step formula to pick the PR tool that is right for you.

With the glut of technology available and almost half of practitioners saying they’re not using it effectively, strategically streamlining your use of PR tech will help set you up for success. And, of course, set you apart from your competitors.

How to choose the right PR tool to meet your business goals

Just as you should take a strategic approach to create a digital PR strategy, you need to take a similar approach to determine the best technology for your organization. Here are five steps to get you started:

1. Go through your documented digital PR strategy and write down each tool you need to implement it. Then, put your needs in order of priority, for example, if measuring is a critical component, a software with robust analytics features may be higher on your list than a technology focused on assisting in creating content.
2. Detail the technology categories used by your team as well as others in the marketing and sales departments. Under each category, identify the tool name, brand name, how you use it in your organization, price, benefits, and challenges.
3. Discover what areas could use new technology or could use better technology to execute work more effectively and efficiently.
4. Research providers that can fill the gaps or fix problems. Ensure the ones you select will work within your organization’s parameters, will allow for realistic growth and can talk to each other as necessary. Does your CMS feed into your CRM? Don’t forget to evaluate how the provider will aid in training your team to use the technology.
5. Review the data and don’t forget to look at which providers offer technology that serves purposes across multiple categories.
6. Compare tools and providers to each other, and make sure to read reviews of other users to get a better understanding.

How to secure buy-in from upper management to get the right PR tools

Whether you opt to add or consolidate your tech tools, you’ll likely need to obtain the budget to pay for them. To do so, you need some good arguments for upper management:

• You need to show how the technology is necessary to efficiently and effectively implement your digital PR strategy. Be specific, but don’t ask for every tool available.
• Try not to limit your explanation of benefits to digital PR. Show how technology can assist other organizational communication efforts – internal, corporate, investor relations, marketing, etc.
• Detail how technology supports measurement and analytics. What measurement categories are most important? Brand perception, ROI, impressions, reach and sales pipeline? Choose a tool to help you with reporting.
• Conclude succinctly by explaining how the technology contributes to your organization’s PR and communications goals as well as its business objectives.

Don’t let the abundance of marketing and PR technology leave you feeling overwhelmed. Be proactive. Take a deep breath, then dive into a systematic process to assess what technology you need to implement your digital PR strategy successfully.

If you don’t have a digital PR strategy in place, check out our PR plan template.