I discovered a free white paper called “The Future of PR,” published in July 2005. The report focus is “How to garner more coverage and stay way ahead of the competition.”
How do you use technology in your media relations? Most of us have used email and various web services. But Vocus writes that this just isn’t enough.
“A key component of PR in the new age of digital communications is a centralized system for managing all your media contacts, correspondence, activities, news distribution, news monitoring and measurement.” Their white paper lists several key capabilities critical to the future of PR. I teach public relations on the graduate and undergraduate levels at UMUC and students are always asking me what’s coming next!
Much of what’s in this free Vocus white paper isn’t found in most textbooks (Shel Holtz has a few good ones) for our future practitioners. One that especially appeals to me is what Vocus calls “customer relationship management (CRM) for PR.”
The Vocus paper reads: “In recent years, CRM has become a hot business buzzword. Countless CRM applications now exist to help companies manage their sales and customer contacts. In PR, effective relationship management is just as essential, but many professionals still use basic email applications or EXCEL files to manager their many contacts and activities.
Without a history of all activities, interaction and communication with journalists in one location –- accessible by both you and your colleagues — your productivity and professionalism can suffer.” See http://www.vocus.com.
