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Megan Bedera: Campaign Secret Weapons


We all know the only silver bullet in an advertising and public relations campaign is hard work, but there are secret weapons out there that can help catapult your campaign forward. Whether you are a public relations firm expanding your toolbox or a campaign seeking a competitive advantage, here are a few of the secret weapons you want in our arsenal for 2016.

Public Relations and Media Monitoring Software:

Tools like Cision Public Relations (formerly Vocus) or PR New Wire can be game changing in communicating, monitoring and understanding the media. Before tools like this, creating a press list took hours, and even days in large markets. These tools provide public relations campaigns with a database of reporters nationwide and includes information about their beats and interests so you can be sure your press release is in front of the right reporter. Even more, they unlock the power of national outreach for your public relations campaign through their wire press release distribution services.

Proof and Project Management Software:

When your public relations campaign is in full swing, it is essential you have a locked in and bullet proof approval process. Nothing is more frustrating than drafting that runs up costs or printing errors that cause thousands of pieces of material to be thrown out. Project management software like ProofHQstreamlines the process, allowing campaigns to have peace of mind knowing what they see on their screen is the final version, and firms are able to receive an immediate confirmation from clients that a proof is approved. Additionally, it gives you access to a variety of tools right in your browser to mark up proofs ranging from written documents to print proofs and even television and radio.

Combined Management, Public Relations and Creative Working Groups:

The one most valuable secret weapon you can have is a solid team of advertising professionals who work as a combined team, taking your campaign to the next level. Too often campaigns work with small teams or in silos which doesn’t allowing for collaboration around the coffee machine where the best ideas often happen. When you work with a team, you get access to experts in every skill, including strategy, creative, public relations, government affairs, advertising and campaigns.

Most of these tools are expensive, require training and top level staff to operate; however, campaigns are not alone in making these types of investments by partnering with bigger firms and building the costs into the base overhead of campaign. Even the smallest races can gain access to the a few secret weapons that will give you an edge on Election Day.

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