As a full-service PR firm, we do a lot for our clients. From drafting social media content to securing interviews with top industry publications, there’s never a dull moment. That’s what makes our job so fun. But at the end of the day, our clients pay us to build their brand and develop a lasting presence within their industry. That means we have to think big.
So to give you, fellow PR professionals, more time to accomplish the big-ticket items this year, here are a few of my favorite tips for streamlining your PR tasks.
Schedule your social media posts.
Social media requires a consistent presence, but jumping in and out of Twitter and Facebook all day is not efficient. Platforms like TweetDeck and Hootsuite allow you to schedule posts for a number of client accounts in advance. Hootsuite gives the added bonus capability of scheduling posts across multiple channels, like LinkedIn, Facebook, Twitter and Instagram. Within the two platforms you can also search specific hashtags, monitor your feeds and reply to users. Other platforms, like Hubspot and Nuvi, give you the added ability to create customizable reports. You can see how your posts are performing by tracking interactions, engagement and visits to your website.
While using these platforms is a major time saver, don’t forget to monitor your scheduled posts on a regular basis. That means before they’re automatically posted for the whole world to see. Things change. Crises arise. You might need to delete certain posts that, if timed poorly, could have a negative effect on your client’s image. Just take a look at these head-shaking social media fails. While scheduling your posts ahead of time will save you time and your sanity, don’t forget that relevant, well-timed posts are important in reaching your customers, too.
Create and store your media lists in Google Drive.
In today’s workforce, many of us work remotely from time to time. Eliminate the hassle of emailing yourself a million documents that you *might* need from home tomorrow by storing your documents in Google Drive, Dropbox or another cloud-based option. I’ve found media lists to be especially helpful in Drive. Not only are they easily accessible from pretty much anywhere, but you can share them with your entire office, helping to cut down the number of “national technology” media lists you have floating around the office. Plus, you can invite your team to update as necessary and leave notes about reporters they’ve worked with. Knowing what types of stories journalists like, the way they prefer you to contact them and any personal information that’s key to forming a connection with them lets you get right to the chase without wasting their time or yours.
Build Twitter lists.
With around 6,000 tweets generated per second, scrolling through your Twitter feed can be a daunting task. There’s so much information to sort through. How can you be sure you’re seeing what’s most relevant to you? You can’t – at least not without spending an hour sifting through posts you care nothing about (at the moment). That’s where Twitter lists come in handy.
Lists allow you to create mini feeds or timelines that show specific users’ tweets and interactions. There are a lot of possibilities in terms of what lists might be valuable for you. I like creating them for my clients’ competitors so that I have a handle on what type of information they’re putting out and whom they are interacting with – or maybe more importantly, who’s interacting with them. You can also create lists for trade publications, local news outlets, national media contacts, influencers and brand ambassadors. Additionally, you can monitor your lists within the social platforms I mentioned earlier.
Subscribe to industry newsletters.
To stay abreast of news and happenings in your clients’ industries, consider signing up for a handful of industry newsletters. Many of these are free and serve as a great source for generating content ideas. Spending a few minutes each day reading through the top stories gives you a leg up. Use this time to get to know reporters and their beats – get a sense of what stories they like so that, when you have something to pitch them, you know what angle of the story they’re likely to react – and respond – to. And don’t forget to add what you learn to those media lists stored in Drive!
What tips or tools do you have for PR professionals? Leave your thoughts in the comment section below!
photo credit: 1.2_stockxpertcom_id12958901_jpg_ecca8cac2f7d6d0f787be7d510478b96 via photopin (license)