9 Pieces of Technology You Can Use to Do Better PR

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Factiva and Meltwater

News databases and clipping services let you research the media environment before you pitch, and communicate the value you are generating after you collect your clips.

Factiva has much more powerful search functions, but several times a week Meltwater sends me clips that Factiva has overlooked. I recommend both if budget permits.

Vuelio

A subscription media contact database is helpful for those occasions when you need to reach someone new. It is expensive but useful, especially if you can share the cost among a team.

I have found Vuelio has slightly better lists for the international media I often pitch.

Skype and Viber

I place calls to every continent on almost a daily basis, which would be prohibitively expensive via my regular mobile phone service. Nor can I always wait until I am able to use a landline.

These two services allow me to call any phone, anywhere in the world, for pennies. Usually, call quality is better with Viber. On the other hand, colleagues and journalists are more likely to have a Skype account, which enables video chats and text messaging. You can even use Viber’s and Skype’s smartphone apps when you do not have Wi-Fi service, over your regular mobile signal.

Ulysses

One reason public relations is such a rewarding career is that you get to both work intensively with others and also spend time on your own — thinking and writing.

This is my favorite software for writing. Ulysses makes it extremely easy to organize files, but really shines in providing a clean, inviting workspace for putting down your thoughts. Just about every media release, op-ed, messaging brief and piece of web content that I create starts here.

My final advice is to keep experimenting and not let yourself be limited by what your employer will pay for. Invest a few of your own dollars to try promising apps or devices, and it will more than pay off in the long run.

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About Author

Dave Platter
Global PR and Communications Director, Juwai.com

Dave Platter is the Global PR and Communications Director for Juwai.com, the No. 1 Chinese international real estate website.