Circulating a message with accuracy and monitoring how well it was circulated can be a daunting task. However, in the digital age there are many tools that make the PR job much easier. Utilizing these tools in the right way can make or break a press release.
Wire services such as BusinessWire and PR Web can be used to mass release a story. Since many news sites either get the majority of their initial story information from wires or directly post from them, these services are a great way to generate bulk content and many links on the Web. Wire services allow content to be readily available for news providers to evaluate and select both quickly and easily. So although it will not connect a message directly to a specific reporter, it makes the information available to all and more readily searchable.
Media contact data bases such as Vocus and Cision allow for a message to be distributed directly to a specific individual or group of individuals with a like factor. The extensive media contacts available in these data bases allow the user to find the type of publication, writer, and subject matter they are looking for. This bridges the gap created by wires allowing the message to get out directly to the writers interested in a particular subject matter in a way that is more relevant to the specific subject matter that they cover.
Coverage monitoring services such as Meltwater and Vocus Media Monitoring do exactly as implied; they monitor coverage. Using given parameters, the services pick up digital content containing keywords. This enables monitoring of an entire company name or a company with relation to a specific topic. This makes the process of monitoring online coverage for a company, competitor or campaign far more efficient than simple Google searches or Google Alert subscriptions.
Since the majority of these tools can be quite expensive, it is important to be educated on as many functions of the program as possible as well as your unique needs. Before dropping thousands on a press release distribution service, ensure you know where every dollar is being spent as well as what the return will be. Subscriptions can be pricey, but can save money in the long run by preventing your team from spending precious time (money) trolling for publication staff updates manually.
Author Resource:
M/C/C is a leading PR firm . They also provide Advertising, Social Media, and SEO services. For more informaiton be sure to visit their website.
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