Was sind die wichtigsten Werkzeuge für einen PR-Berater?

Media and data analysis base is infact a base for any communication and Public relations team. It makes researches, contents and communication flow broader and stronger at different levels where other skills don’t work. A big archive, database, research resource works.

Una buena historia y la coyuntura adecuada. Las empresas que contratan este servicio no siempre tienen una historia que sea noticia y eso complica la tarea. Allí el consultor de RRPP debe ser honesto y no ofrecer grandes impactos, de lo contrario estaría engañando al cliente

As a journalist, I am the "target," so to speak, of PR consultants. I would just say that it is essential that PR consultants know whom they are targeting. What do I mean? I write about a tax policy. If you send me something promoting the opening of a new restaurant, an art show, or something completely unrelated to tax, I will not respond. It's a waste of everybody's time. A better approach is obviously targeted pitches. That means if you want me to write about the aforementioned restaurant opening or art show, explain to me what it matters to my readers.

Essential tools for a Public Relations consultant include: Media Monitoring Tools: Platforms like Meltwater or Cision for tracking media coverage and mentions. Press Release Distribution Services: Services like PR Newswire or Business Wire to disseminate press releases. Social Media Management Tools: Tools like Hootsuite or Buffer for scheduling posts and analyzing social media engagement. Contact Management Software: To organize and manage media contacts and relationships. Analytics Tools: For measuring the impact of PR campaigns, such as Google Analytics. Content Creation Software: Tools for creating engaging content, including graphic design software like Adobe Creative Suite.

This is an invaluable tool, however, it must be constantly updated for accuracy. Never send anything to anyone without verifying that the contact information in the database is current and all details are accurate.

Let's discuss a key aspect of PR software: integrity, trust-building, and authenticity. As a consultant, these qualities might secure you a more significant role in board discussions about your strategies than even your PhD. While I acknowledge the importance of qualifications as essential and imperative, it's crucial not to fixate solely on paper credentials. Instead, focus on what I refer to as the "software" in PR – the intangible qualities that encompass integrity, trustworthiness, and authenticity.

I am actually opposed to the "old school" press release distribution and feel anyone is much better served by building relationships with journalists in the field(s) they or their clients should be interviewed by. Anyone can send a press release out and no one is reading them anymore (this comes from my interviewing journalists). There is no exclusivity to it anymore like there once was in PR. Also, some publications want an exclusive or first to press and when you send out a mass press release, you lose that opportunity.

This is old school and no longer applicable to how we work today, especially for larger companies. What’s more important is knowing which reporters are likely to care about the news and being extremely tailored in your approach. And for many reporters it maybe simply an fyi but coming from a human is still way better than mass distribution.

I'd say the number one requirement for a PR consultant is PR Qualifications. It's very complex, extremely important and if you get it right your business can see huge growth e.g. @gymshark. Or if you get it wrong huge brand damage E.g.Brewdog toxic working conditions. Hire qualified and experienced people.

In my experience, press releases are not the best way to get media attention. Research the right journalists to contact and then send them a short pitch email, with information about why they should care and what visuals they can expect to capture

Empower your team to share earned media coverage. LinkedIn Elevate is a great way to do this. Gone are the days of asking an exec to copy text from an email newsletter. Getting the coverage is just the first step! Establish a culture where the who team celebrates wins and acts as a voice of the organization.

Tools zur Social-Media-Verwaltung sind ein effizienter Helfer. Allerdings in der Regel sehr teuer und für kleine Unternehmen nicht erschwinglich.

By far the best investment for any social media manager! Absolute time saver and for planning ahead. You can literally do everything in one place with multiple users to enable great team work and unbeatable analysis of all your channels and content. You can even train up your legal teams to help with smooth content distribution. Also the best tool if you work in small teams as we all need a break right? So the ability to schedule content in advance is vital.

In addition to social management, you also desperately need a social LISTENING tool. It’s the same concept as if you’re contributing to a verbal conversation that you aren’t actively listening to, you’re likely to say something irrelevant or WORSE — something harmful.

Whether one likes it or not; one is prepared for it or no...this is where majority of the world is residing today! Social Media has become the online office of any institution, the ability to manage your social media platforms innovatively and effectively gives the consultant a competitive urge. Being able to help your clients manage their platforms by identifying which platforms better serves them, providing insightful content and strategically scheduling coupled effectively monitoring to timeously deal with issues is a great tool for any PR practitioner. This is where the real time action is!

PR works best when the story being pitched is newsworthy and highly relevant to the beat of the journalist being pitched. A data-journalism approach to content creation, where there are multiple newsworthy angles found in the created content. This will vastly improve the likelihood of pickup by a journalist if the info uncovered in your content is also new/newsworthy/interesting/useful.

I think, storytelling and content creation go hand in hand. By incorporating storytelling techniques into content creation, communication professionals can create compelling narratives that captivate their audience, establish a connection, and deliver messages in a more impactful and memorable way.

Embrace generative AI. And sharpen your curation skills, because knowing when you see something of quality will become one of the key differentiators for future content creators. Simply put, find out where technology can help you be a better and more productive creative and skyrocket your output! For me, ChatGPT eliminates writer's block and is like an idea sparring partner, DeepL proofreads all my copy, DALL-E helps me visualize ideas in ways and at speeds never before possible — and every month I add many more tools that help me get more out of my creativity and improve my content!

Um conteúdo estrategicamente bem pensado e tecnicamente bem construído é uma das ferramentas mais poderosas para construção de uma imagem e reputação, especialmente quando se fala em posicionamento de executivos. Para isso é necessário ter conhecimento de mercado e técnica para saber extrair do porta-voz os diferenciais e levar para o conteúdo autenticidade.

Involves tools for creating engaging and high-quality content, including graphic design software, video editing tools, and content management systems. Effective content creation is key to capturing audience attention and conveying the desired message.

Traditional and social media monitoring is critical to periodically assess the success of the PR strategy and to listen to the conversations out there about your business or organisations. There are many tools of media monitoring, but my advise to customize such tools - or better yet, build your own - to address your exact needs to avoid drowning in massive amount of data and information that could be difficult or sometimes impossible to analyse.

Google Alerts is indeed a useful tool for keeping tabs on mentions across Google's vast network. It's convenient and efficient for most people, allowing you to receive notifications whenever your name or specified keywords are mentioned online. However, for a more comprehensive monitoring strategy, especially for those who need to track their presence and impact on social media, specialized software is recommended. These tools delve deeper, tracking not only mentions but also analyzing social media statistics, engagement levels, and overall sentiment. This additional layer of tracking offers valuable insights into how you or your brand are perceived and engaged with in the digital space.

Eine kostenfreie Alternative zu teuren Medienbeobachtung-Tools sind Google Alerts und Talkwalker Alerts. Nutze sie nicht nur, um deine eigenen Beiträge in der Presse zu tracken, sondern auch um Trends und Themen frühzeitig zu erkennen. Diese kannst du für deine eigenen PR-Themen verwenden.

Strong media monitoring is the backbone of an effective PR program. Beyond tracking a company’s own media mentions, monitoring key reporters and publications — as well as competitors and industry topics — fuels new pitch angles and content ideas. This might include breaking news reactions, research reports, and compelling op-ed articles. Without an always-on pulse of what’s happening across the media landscape, it’s difficult to build meaningful press relationships and create narratives that resonate and differentiate.

Obwohl ich quantitative Analysen schätze, halte ich sie für ungeeignet, um den Erfolg von Öffentlichkeitsarbeit allein danach zu bewerten. Zahlen sind nicht immer aussagekräftig. Wie kann man zum Beispiel einen abgewendeten Medien-Skandal oder den Einfluss externer Faktoren (wie andere Themen am selben Tag) nachweisen, die den Ausgang einer Kampagne oder Idee beeinflusst haben?

Analisar e metrificar as campanhas continuam sendo desafios do setor de PR. Usar uma boa ferramenta que concentre os dados em tempo real e ofereça informações que possam auxiliar a tomar decisões e ajustes de rota no decorrer da campanha são essenciais para o profissional de comunicação. Uma sugestão são as ferramentas de monitoramento como a Tagger ou a Social Bakers.

In public relations, effectively measuring and aligning campaign impacts is essential. Some key tools I use everyday: -Google Analytics: Delivers insights into audience behavior and campaign reach, critical for message tailoring. -Brandwatch: Provides in-depth reporting, visualizing key metrics to compare results with objectives, vital for informed strategy adjustments. -Hootsuite: Monitors social media for brand mentions and sentiment, essential for responsive communication strategies. These platforms empower PR consultants to validate strategies and adapt to evolving communication trends, ensuring professional excellence.

Desde la profesión de relaciones públicas debemos ser capaces de medir y demostrar efectividad en las estrategias de comunicación planteadas, esto permite una correcta rendición de cuentas y le da valor al área dentro de las organizaciones, el camino es hacer relaciones públicas basadas en datos, donde la toma de decisiones estratégicas debe estar respaldada en análisis de datos.

Analytics and reporting tools are important to measure KPIs. It also works to find areas of improvement. Using the right tools not only would help you to see the growth of your PR campaigns, but also to report to your superiors and stake holders.

La tecnología y en especial la IA, nos brinda herramientas de análisis de datos que irán evolucionado con el tiempo, por lo que es necesario comenzar a comprenderlas e ir evaluando las opciones de integrarlas para la medición y análisis de los resultados en los planes de comunicaciones y PR. De hecho, es probable que en algún punto podamos generar criterios más predictivos que incrementen la efectividad de dichos planes.

There is no better tool for a PR person than a newspaper, a comprehensive one that can keep them updated on what's happening around them! Sound knowledge and awareness is the ammunition they need to have before any PR interaction.

The defining characteristics for a successful PR professional aren’t the tools-anyone can buy those-it’s the emotional intelligence. Judgement, critical thinking, natural curiosity, these are the real assets.

The key ability for any consultant is to be able to read a room. Whatever you're working on it's about human beings and being able to connect on a personal level with empathy for everyone's perspective, biases and agendas (hidden and revealed) can go a very long way to getting consensus and a decision made. I call it the ‘charming thug’ mantra

As a consultant, 'Your Network is Your Networth'. There is no better tool than LinkedIn for a PR consultant to showcase their value proposition to existing and prospective clients as well as journalists with expertise being shared in the form of Pulse/ Medium articles; Posts on PR industry and other industry trends based on news stories filed; commenting on posts of people of relevance and tagging them to high impact posts makes a world of difference. InMail is a powerful tool to reach out directly to C-suite execs and Communcation heads with high level ideas, market intelligence and proposed strategies.

I spent a year working for a PR firm in Fort Lauderdale. Because of my experience in sales I was able to get who I needed on the phone and succinctly make a pitch. No small talk. No extraneous BS. Those editors have limited time. Know your topic, be ready to answer any question thrown at you, get in and get out with a fast thank you and action plan for follow up if called for. The person on the other end of the line will appreciate your respect and likely remember you for it. Not a bad way to run a video call or in-office drop-by either! 😉