4 Reasons to Convince Your Boss You Need a PR Monitoring Tool

Sandra Chung
Sandra Chung

Being a PR manager is not an easy job.

We know because at Mention we help a lot of them. Whether they work in-house or at an agency, it's a role that has many moving parts and a lot to do.

From staying on top of everything that's said about their brand, to tracking down journalists and influencers, to reporting on their campaign results...it requires a lot of multitasking.

Even the best PR professionals can use some help.




With the right PR monitoring tool, you can cut down the time you spend on tracking your brand and product mentions. You can also automate tedious tasks like compiling and sending analytic reports - wouldn't that make everyone's lives easier?

The problem is, you need to get buy-in from your boss or client to get the tool you need, and that's easier said than done.

In this blog post, we'll share four reasons you can use to convince your boss that having the right monitoring tool is absolutely essential to your PR team's success.

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1. To know what people are saying in real time

Actively monitoring where your brand is being mentioned is an essential piece of any brand management and PR strategy. A tool like Mention can help you easily track what people are saying about your brand, products, competitors, and your industry across social media, blogs, forums and even review sites.

According to General Assembly, one of the leading education organizations, PR monitoring not only helps them stay on top of what is being said about their brand, but to also participate in the discussion.

"This enables us to be active in the conversation—in real time—and engage with happy, neutral, and negative mentions about our brand. Mention is also exceedingly helpful in tracking our PR and outreach efforts."

Monitoring your brand is the first key step of managing your brand presence, so be sure to have a solid process in place.

2. To demonstrate your PR campaign ROI efficiently

What is the point of investing so much time and effort into your PR campaign, if you can't measure its impact effectively?

As a PR manager, you not only need to create, coordinate and execute the campaigns, but you need to report the results to the key stakeholders. This is especially important for agencies because providing good analytics for clients is often the bread and butter for them.




With Mention, you're able to easily create beautiful reports that show off the impact of your PR campaigns in just a few clicks. Demonstrate the ROI by showing your boss how the 'volume of brand mentions' increased before, during and after your campaigns.

Set it and forget it? Yes please! You can even automate the compiling and sending of the reports, which means no more scrambling to send your clients updates on Monday mornings.

Waves Audio, an audio technology company, tracks their product launches easily by creating automated reports for their clients.

"We’re creating a lot of reports. Especially for the Consumer side of our business that works with big companies like Google, Dell and FitBit. I send reports to that department to show them who's talking about Waves and Dell or Waves and FitBit, for example. I can create unique reports for each department and only give them the information that's relevant to them. This is partly for consumer feedback - to see what people are saying - and it's partly to see which publications are talking about us."

Why make reports when they can make themselves?

3. To identify & engage key influencers

What makes you stand out as a PR manager? It's a trick question.

The competition can write a press release just as well as you can. So getting your campaign picked up by big publications or signing a new client frequently comes down to come down to who has the relationships that the client or hiring company needs.

A huge part of a good outreach and PR strategy is identifying influencers to reach out to about different products and campaigns. As they already have an interest about your industry or niche, all you need to do to is track them down and build the relationship.

Here's how Mention helps General Assembly manage and reach out to influencers easily:

"The platform helps us view all of our mentions in one easy-to-navigate place. When reaching out to tens, even hundreds of influencers, it’s important to be able to sift through responses with ease. The statistics tab allows us to look deeper into the metrics that suggest who our most influential followers are. Mention has relevant algorithms that determine the level of influence a user has, making our job that much easier."

Influencer marketing is no longer just a buzzword. But successful PR managers need to have a good strategy in order to do it well.

4. To create irresistible pitches to new clients

What's more labor-intensive and tedious than creating reports? In fact, many of our clients tell us it's the process of landing new clients.

Why? Because creating proposals involves a lot of work, resources, and no guarantees of a new client. If only there was a way to make the whole thing easier.

Mention can help you create that standout pitch. Track your potential client's mentions for a few days before. Once you meet, you'll be able to impress them with valuable insights about their brand that they didn't know before.

You'll be able to show them:

  • What people currently think about their brand and products
  • What impact did their recent campaigns have on their brand
  • How they stack up to their competitors and their industry
  • How to identify new business opportunities and work with influencers

All of this insight will strengthen your strategy and help assure the client that your pitch is the winning one.

Get the only PR monitoring tool you need

We know how hard it is sometimes to get the final green light from your boss. But once you convince them that they can replace all of their media monitoring, social listening, reporting and influencer outreach tool with one that does it all - they'll be wondering why you didn't pitch it earlier.

So what are you waiting for? Take your PR campaign game to the next level today.

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Sandra is Head of Content at Mention. She hails from Vancouver, Canada, and keeps her pulse on all things digital marketing. She's also really into Game of Thrones and cats. You can find her writing cheeky tweets @sandrogynous