How To “Do” PR: The Beginner’s Guide
By Sabrina DorronsoroMar 24
We analyzed 100m posts so you don’t have to
Work in PR? You’ve got to develop a Marvel-like ability to morph seamlessly into new roles everyday 🦸
But that requires a knowledge of so. many. things.
You need tools that cut to the chase and reduce that workload.
Luckily, we’ve found a few.
Managing your time is vital in PR. This tool will help you do just that. It also supports team collaboration and helps you visualize your project progress.
Having a project management tool makes answering these looming questions a breeze!
We’re big fans of Wrike here at Buzz. On your very first log-in, you’ll be given an intuitive tour of what will soon become your top tab.
Work through personal or shared to-do lists, create gantt charts to coordinate project timings / overlap, and even monitor your team productivity in analytics!
“Wrike is a unique tool where I develop all my work. It has multiple tools that make everything much easier, such as live chat and video calls and a data storage system with tagging and quick search. I like that it has integrations with other tools that unify all the work, and make it a little more agile.” Lyonne Daher, Director of PR & Marketing at JF Restaurants
Everyone’s an ideas person, right? If you’re inundated with suggestions from the rest of the business, we’ve found that creating request forms can be a big help.
Plan the best ideas into your calendar, when it works for you.
Monitoring your brand and landscape is arguably the most essential part of PR.
Being the first to know about brand mentions, topical news and what your customers really think about your brand, will give you a significant competitive advantage and make you very popular with the rest of the business 💁♀️
Spotting new mentions can help you:
Such an important task requires an impressive budget, right? Not always…
Not enough PRs know about BuzzSumo Monitoring tools, and that’s a problem.
They’re missing out on link alerts that are 3x faster than competitors, mention data that’s more streamlined than many enterprise tools, and a price that’s extremely competitive ($99p/m).
BuzzSumo is the world’s largest bank of social engagement data, with over 8bn+ articles, and BuzzSumo Monitoring lets you hone in on this data, to find your most impactful mentions.
“I’ve been telling the PR sector for ages: “You do realise that BuzzSumo has excellent monitoring features? When I show people BuzzSumo, they think it’s amazing. In five minutes, they’re literally starting to outline a strategy." Andrew Bruce Smith, Digital PR Consultant, Escherman
Put simply, BuzzSumo Monitoring helps you:
Paying attention to conversation across social media can pay dividends when it comes to understanding your audience and promoting your brand.
Our friends at Brandwatch have social listening down to a fine art. In fact, Forrester just named them a leader in this space.
From social posts to blogs and forums – even comment sections – Brandwatch helps you track mentions of your brand throughout billions of conversations online.
Built around the Brandwatch Influence Score and Mozrank, Brandwatch is a formidable tool which enables PRs to prioritize their top people and mentions.
And when it comes to mentions, PRs can even track their brand’s logo. What a way to find new promotional opportunities!
Our favourite part of Brandwatch comes in the form of Iris, the personal AI analyst that shows you exactly what caused conversation to spike on social – from viral tweets, to hashtags and emerging news stories.
“Brandwatch gives us the ability to monitor brand mentions, allowing us to preempt potential PR issues, monitor sensitive issues, and report on KPIs like SOV for campaigns.” Michael Yoder, Communication Specialist, Spectrum Health
Working in PR is all about who you know. But who is worth knowing?
Finding and building relationships with authentic influencers that generate real engagement (not just followers) can be key to distributing your content and brand message.
At BuzzSumo, we have just released our own outreach tool. It lets you deep-dive into journalist interests, emails and the publications they write for, in a quick click. You can find out all you need to know about it here ➡️ ✨ BuzzSumo Journalist Profiles ✨
Now for another influencer tool that our customers love using, to make contact with those key voices.
If you need an outreach CRM which helps you store and contact journalists all in one place, Buzzstream is your go-to tool.
What can often be a tedious process of researching scanning websites for email addresses, is made super simple by Buzzstream’s ability to auto-populate this information as you browse.
Yep, you heard right. Gather contact details of authors while browsing articles on the web, and categorise your contacts in your Buzzstream database.
As well as a full view of conversation history, Buzzstream auto-populates notes, tweets, emails, recent author posts and more.
Plus, it integrates with BuzzSumo, so while you’re prioritizing the most engaging social headlines in the BuzzSumo Content Analyzer, you can simply right-click and auto-import author details into Buzzstream.
“I have used Buzzstream for 3 years now and onboarded this as soon as I launched my own agency. I’ve used many similar to this and found this is the most useful and easy to use tool for tracking and monitoring outreach. It’s the most used tool at Rise daily.” Carrie Rose, Founder & CEO, Rise at Seven
SEO is becoming more ingrained in PR as the days go by.
After all, why stop at getting a mention, when you can also generate a link?
Getting links back to yours or your clients’ website not only boosts traffic, it signifies to search engines that it’s an authoritative and credible source.
And that is very important in modern day search, where semantic relationships, knowledge and user experience continually trump the SEO tactics of the old guard.
When it comes to monitoring the authority of the content you create, Pi Datametrics is a solid choice.
It shows you backlink data, enables you to track the rankings of any content on an hourly, daily, weekly or monthly basis, and gives you copywriting assistance to create optimized articles.
But what is truly brilliant about Pi is its share of search monitoring. You can track hundreds of terms related to your brand ecosystem, and get a top-level understanding of your PR efforts in context of the search landscape.
Imagine showing your boss or client how your PR efforts had enabled them to level-up in rankings across hundreds of searches and thousands of competitors.
That sounds like a PR ROI proofpoint if I ever did hear one!
“Pi is one of the best tools I have ever come across for helping with analysis, and I would recommend it before any other tool." Jennifer Garside, Audience Growth, Conde Nast
Jumping on trending news is the bane of every PRs’ existence. Am I wrong?
PRs need to know what’s going on in the world to align their brands with things that people actually care about, and create content that generates actual engagement – otherwise, what’s the point?
Jumping on trending news is one of the best ways to do that.
But other than scanning the headlines every morning, and checking out what’s trending on Twitter, what can you do to hone in on topics that are rapidly building momentum?
With the sheer scale of digital content produced every day, it’s so easy for your story to get lost in the noise – unless you’re first to the trending party, that is.
The ET team curates these topics, organizes them by category and sends them straight to your inbox in one handy newsletter, to help you get the jump on the growing topics before they take off.
And, if you combine your chosen topic with trending headline tools like BuzzSumo, you can check what’s already out there to make sure your angle is unique, and your stories never get buried again!
“The Exploding Topics newsletter is worth checking out — it tells you about up-and-coming trends, with a nice synopsis of each one — team is doing cool stuff that I’m a bit jealous of, TBH” Dr Pete Myers, Marketing Scientist, Moz
You’re busy people. You need to cut straight to the insight, and cut out the heavy-lifting.
And for that you need automation.
At BuzzSumo, our PR customers love extracting our headlines, engagement and mention data with third-party automation tools, to custom monitor breaking stories and brand mentions.
And the top tool they use to do this is…
I’m sure you’ve probably heard of this powerful freebie! It helps you set up rules and trigger bespoke actions between applications, based on your unique set of objectives.
And there’s basically no end to the things you can automate with IFTTT.
In the PR world, you can use it to do a whole host of things, like integrating your PR tool with Google Sheets and Data Studio to create bespoke reports.
Check out this neat dashboard that Andrew Bruce Smith, Founder of agency Escherman, created using IFTTT and Google Data Studio.
Using BuzzSumo Monitoring data, he generated a list of mentions that could be searched by keyword, author or date range. This automation helped him:
So, there you have it. Seven awesome PR tools to help you shapeshift your way through one of the most versatile roles in digital.
And if you heard anything you liked about BuzzSumo, be sure to grab your 30 day free trial to try it out for yourself.
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