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2018 Communication Tools for Today's PR Pros by Serena Ehrlich, Business Wire

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25 different tool types, from project management to multimedia editors, all designed to help today's PR pros. Learn more about how Business Wire works with leading organizations and companies to create, amplify and measure content at https://services.businesswire.com

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2018 Communication Tools for Today's PR Pros by Serena Ehrlich, Business Wire

  1. 1. Tools, Man. All about the Tools Combining gut + technology for the PR win By Serena Ehrlich, Business Wire
  2. 2. • Datum Makes Decision • Combine Data + Gut for a win • Know what business goals you need to meet • Pick the tools to achieve them • Free does not mean free • Free means team time Why Technology in PR
  3. 3. Management Systems Document: • Google docs • Sharepoint Getting Organized: Management Systems
  4. 4. Management Systems Calendar/Project: • Basecamp • Asana • Trello Getting Organized: Management Systems
  5. 5. Management Systems Content: • DAM systems Getting Organized: Management Systems Tip: How to perform an asset audit
  6. 6. Getting Started Social schedulers • NUVI • Hootsuite • TweetDeck • Buffer App Getting Organized: Social Schedulers
  7. 7. Launching Your Work: Meetings Meeting software: • GoToMeeting • Join.me Getting Organized: Meetings and Demos
  8. 8. Getting Started CRM: • Salesforce • Hubspot • Marketo • Adobe Getting Organized: CRMs
  9. 9. Getting Started Email: • Boomerang: Outlook plug in • Bananatag: Tracks open rates • Rapportive Fax services: • FaxZero • GotFreeFax • MyFaxFree Getting Organized: Email + Fax
  10. 10. Management Systems Media Databases • AgilityPR • ITDatabase (tradeshows) • Editorial contact pages Getting Organized: Management Systems
  11. 11. Tools for Tracking Impact • URL builders • CRM tracking codes • URL shorteners: Bit.ly • Website pixels for retargeting Getting Organized: Tracking Codes Tip: How to add URL builders to News Releases
  12. 12. Getting Started Media and social monitoring: • Agility PR • Nuvi Getting Started: Pre-Research
  13. 13. Getting Started Identifying news trends: • Think with Google • Google Trends • Reddit • AnswerThePublic Hashtag search: • Hastagify • Keyhole Getting Started: Pre-Research Tip: Try a Reddit domain search! https://www.reddit.com/domain/YOURURL/
  14. 14. Content Tools • Google Trends for headlines • Headline testers • AMI • Coschedule • Sharethrough • Grammar.ly plug ins Using Tech to Craft Content
  15. 15. Content Tools Free photos: • Gratisography • New Old Stock • Flickr Commons • Startup Stock Photos • FreeDigitalPhotos GIFs and Memes: • GIPHY • Memegenerator Using Tech to Craft Content
  16. 16. Content Tools Content Editors • GIMP: Photos • Canva: Images • Animaker: Canva for video • TubeChop: Video • EzGif: Gifs • Pablo: Image resizer Using Tech to Craft Content
  17. 17. Creating Demos Screen demos: • Vidyard Go Video • Soapbox • Walkme Using Tech to Craft Content: Demos Tip: How to create screencasts people will watch
  18. 18. Content Tools NewsDriver: The snackable, swipeable version of your news content Using Tech to Craft Content
  19. 19. Launching Your Work Business Wire Media databases CRM promotion Online newsrooms Email Social distribution Social advertising Online advertising Contextual advertising Employee advocacy Partner promotion Distributing Your News Release
  20. 20. Amplifying Your Program • Social media advertising • LinkedIN sponsored content • Twitter promoted tweets • Facebook ads • Facebook retargeting • Facebook Preferred Audience Amplifying Your News
  21. 21. Amplifying Your News Google Adwords Amplifying Your News Tip: 8 hacks to double your GA conversions
  22. 22. Amplifying Your Program Contextual ad networks: • Business Wire BOOST • Outbrain • iCrossing • Taboola • Content.ad Amplifying Your News
  23. 23. Amplifying Your Program Livestreams • Facebook Live • Periscope • YouTube Live Amplifying Your News: Going Live
  24. 24. Leveraging Influencers • Employee Advocacy • Partner Advocacy • Influencer networks • All: Onalytica, AgilityPR • B2B: Arketi, TopRank • Micro: TinySponsor • MCM Groups: • CAA • Maker Studios Amplifying Your News Tip: How to launch an influencer program I & II
  25. 25. Take Credit for Your Work • News release reporting: NewsTrak • News analysis: Agility PR • Content analysis: BuzzSumo Measuring Your Success Quality Scoring Value If Yes If No Published in Tier 1 Media Outlet 1.5 0.5 Published Online 1 0.5 Contains 1 or more message points 1.5 0 Contains Positive Visual 1 0 Contains Call To Action or URL 1.5 0 Contains Negative sentiment -2 0 Factual Accuracy 0 -1 Share of Voice Echo Mutual Funds 22.52% Boreal 31.95% AllFunds 20.77% Funds Co 12.78% Apotheco Funds 9.58% Office Co 2.40%
  26. 26. Take Credit for Your Work • Social analytics: SumAll, Cyfe, NUVI • Link Reach: • Who Shared My Link? • LinkTally, TweetReach • Website traffic with Google Analytics • Email analytics Measuring Your Success
  27. 27. Showcasing Your Work Automate Coverage: • Coverage Book • Flipboard • FlipHTML5 Measuring Your Success
  28. 28. Questions? Contact us at info@businesswire.com

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