The solution to many of the problems that eat up PR agency time (creating media lists, managing media contacts, and maintaining momentum when a key account member leaves) is within reach. <\/i><\/p>\n
Benjamin Franklin once wrote, \u201cIn this world nothing can be said to be certain, except death and taxes.\u201d But, in the world of PR, we know that this just isn\u2019t true. It can be stated with certainty that PR pros are going to create media lists for new clients, that executives reaching out to key media contacts for the first time will need to do so with great care, and that, no matter how well good staff are rewarded, they will be lured away. Yet in each of these cases, agencies are invariably left scrambling to deal with these situations as they arise, even though the technology that can help them is out there. <\/span><\/p>\n Muddling Through <\/b><\/p>\n One of the most time-consuming tasks that PR professionals face is as predictable as it is onerous: creating media lists. Inevitably, the process starts with a list created for a former client. Then an account exec is tasked with supplementing this information with commercial sources. The exec then likely sends it around the agency for comments and additions. This is an irritant for almost everyone involved, and it eats up time that could be spent doing something more valuable. <\/span><\/p>\n