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Public Relations Industry: Tools for Maximizing your Impact

prsoftwareThe scope of a public relations department is vast – relationship building, media placement, social media, events, content marketing – and to keep it scalable while creating the greatest impact for your brand, third-party tools and PR software can help.

We list some of our favorite tools and strategies for generating PR for your brand:

Twitter: This one is obvious, but if you’re only using it to promote your brand, you’re missing out. The best way to engage a community is not the ‘megaphone approach,’ when a company only shares information about its products and services. Instead, create community by adding value: offer tips, share industry articles not written by your company and converse with others. Twitter gives you the ability to see some of your media contacts’ other interests and talk to them about more than your latest release.

Cision’s Social Influencer Search: We launched this feature to give PR professionals an easy way to find and build relationships with influencers writing about a specific topic on Twitter. This search tool allows users to find influencers by keyword, save lists, and utilize traditional filters in CisionPoint such as outlet focus, contact beat, geographic area and more. Users can further engage with influencers by following and retweeting directly from our platform. It’s available to any customer who subscribes to Cision’s Influencer Database and if you don’t currently subscribe,  contact us for a free trial so you can see how it will make your PR efforts more efficient.

Content Marketing: We’ve said it before and we’ll say it again: Content Marketing is to 2013 what Social Media was to 2007. In addition to writing press releases and reaching out to media, you also should be generating content for your company, whether it be blog posts, white papers, videos, or tip sheets. Consumers access 10.4 content sources prior to making a buying decision, according to Google’s Zero Moment of Truth, and if you aren’t sharing insight for your market, someone else will. SVP of digital content Heidi Sullivan provided a definition of content marketing and how it applies to PR during Social Media Week Chicago; for more insight, download our complimentary eBook, Content Marketing Essentials for Public Relations.

Visit our PR Software Case Study section, where you can hear directly from brands on how Cision helped power their story.

About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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