Evaluating Tools of the Trade

A public relations professional’s job has arguably never been more difficult than it is today. With so many communication channels available, the ability for anyone with access to the Internet to post messages about you or your company, and news and information going viral in mere seconds, it’s difficult to keep up.

The new world of PR requires us to leverage any and all available tools to keep up with, and manage, the breakneck pace of media today. So that’s where I come in …

As head of Corporate Solutions for NASDAQ OMX, I’m charged daily with developing or discovering new and innovative solutions for public relations and investor relations professionals; a daunting task with so much clutter in the space. I meet with hundreds of companies a year, and I can tell you that there are a ton of solutions available that claim to help public relations professionals do their jobs faster and better, but very few that actually do. So if you’re looking to expand the tools that you’re using today, here are a few tips to help you wade through the clutter to find the right tools for you.

Understand what you need: Tools today are like toys. They can be very cool and fun to use, making it easy to get distracted by attractive, flashy, shiny things. It’s important that you are aware of what you need and what you would like to accomplish with a tool so that you don’t get caught up in the cool without the function.
Shop around: There are so many choices in the market today. Make sure that you’re looking at multiple products/vendors to ensure you’re getting what you need. Ask for a demo. And don’t be afraid to ask questions.
Evaluate value, not just price: In today’s economy we all need to focus on the bottom line, and there are several products that I’ve found that are both inexpensive and valuable. But there are others that give you exactly what you pay for. So know what you’re getting for your money and make a choice based on value, not just the line item cost.

At NASDAQ OMX, we’re pleased to provide products and services to public relations and investor relations professionals, including GlobeNewswire, an easy to use and cost-effective way to distribute your news to the media in multiple ways. We’re also extremely excited to be able to launch our new DIY Press Release solution and SocialStream products at this year’s PRSA 2010 International Conference. We think they’re great, but don’t take our word for it. Stop by our booth, # 400, on Sunday at 2:30 p.m., and bring your press release to try it out for yourself.

Demetrios Skalkotos is senior vice president, Global Corporate Services, The NASDAQ OMX Group (NASDAQ: NDAQ). Mr. Skalkotos is responsible for new product development, operations, customer relations and business development for the Global Corporate Services business practice within the exchange’s Corporate Client Group. Connect with Demetrios on LinkedIn and follow him on Twitter at @DemoSkalkotos.