All The Benefits Of PR Software
A public sector or private sector organisation that values its reputation — which, generally, is every organisation that connects with the media and the public — needs to keep up with the changing media environment. Media relations and PR today are hugely different to the strategies that suited companies a decade ago. 24/7 media and access to information that’s fragmented across numerous channels is something that media relations teams must deal with in today’s media world. In essence, this is why additions to the media relations investment such as PR software and media relations software can be vitally important. Software tools that help an organisation — whether in the public or the private sector — connect with its stakeholders and send a consistent message are important. PR software is one way of more effectively connecting with stakeholders and maintaining a company’s reputation. What are the benefits of media and PR software systems to media relations team and to the organisation in general?
With software integrated across the organisation, you can respond more quickly and more accurately to journalists’ requests for information. And you can make sure that the messages you send out in response to journalists’ demands are consistent across the entire team. Consistency in message is vitally important but all too often, particularly in larger organisations, the message coming from one department is different to that from another. This response creates an unprofessional impression and affects the reputation of the organisation as a whole. Software can provide the central space from which everyone, no matter where they are based, can draw their messages. Software can also get around the problems caused by different time zones in international organisations. Communications teams in locations abroad cannot wait for the media rep in one country to wake up before they send out a response to an information request.
A software system also provides a base in which to store a history of responses, so the organisation can monitor its interaction with all of its stakeholders. Software that provides a central contacts database is also useful for time-starved employees searching for the correct person to contact when they want to make a statement. An accurate, central store of contacts enhances the productivity of the organisation because it enables a more targeted approach. Users of PR software can also search for information in the database using keywords, resulting in data that is always available and accessible. Data can also be prioritised so that the most important issues are highlighted at the top of the list.
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