Also keep in mind that with any ‘free’ resource, the time you spend figuring it out is a cost. When a client recently asked me for recommendations on free website hosting and design templates, that thought sprang to mind. What is the true cost of messing around with a rigid template or cryptic user instructions?
So, what free resources would I recommend to help your PR program?
1. Interns
OK, that’s a joke. Interns are not free. They are a big investment. We have been fortunate to work with many diligent, creative and detail-oriented individuals—primarily from San Diego State University’s PR, media and journalism programs—over the years. And we sincerely hope that during their experience with (W)right On Communications, they grow in ways they never imagined and bond with a set of professional colleagues that they can call on for the rest of their lives for guidance and support. (And, in that spirit, please join me in welcoming Leah Reyes to our team this summer!)
2. Google
Best practices, case studies, how to articles, media contacts, editorial calendars—search the Internet for inspiration as you develop your plans or to help you kick start your brainstorming. If you’re at a loss for ideas or need to be re-inspired, Google can get you there in 30 minutes or less. If you are not actively and continuously seeking out current best practices in PR, you may have an initiative deficiency and should get that seen by a professional.
3. Social media
Nothing may be more time-consuming than establishing a productive Twitter, Pinterest or Facebook community for yourself or a brand. But once you’ve built a critical mass of relationships with your stakeholders via social networks, you can call on them for ideas, amplifying your messages or coming to your defense if your brand is under attack. (And I’m not referring to Twitter DM’s that say “Hey, this dude is saying some really bad stuff about you.” That’s a hack and never click on those links.)
4. HARO
I admit that I find it difficult to comb through the more than 200 Help A Reporter Out (HARO) queries every day. (To address this issue, please refer back to the first item on this list.) But someone in your office should be reviewing these thrice-daily emails that list queries from more than 29,000 journalists and bloggers to look for opportunities for your organization or clients. There are paid subscription levels that will filter results for you as well. Also check out pitchrate.com, which is similar in concept to HARO, or watch @ProfNet’s Twitter feeds for urgent media queries.
5. PitchEngine
This is a platform for press releases that are optimized for social media sharing. However, social media releases expire. To permanently post your material, you will need to pay monthly or annual subscription. Given that you can link YouTube videos, post images, craft Tweetable links and track views and clicks, PitchEngine is a valuable free resource when you’re trying to spread your news cost-effectively. I also think it’s worth the investment of actual dollars to memorialize your content in a permanent newsroom.
What free tools can you not work without?
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