5 tools for more effective PR campaigns

Fortunately for business owners and PR practitioners, a number of mobile and web-based innovators have arrived with new tools that make managing public relations in the digital age a better, faster and easier endeavor.

In my role as a media relations professor and PR agency founder, I am constantly experimenting with any new publicity tool I can get my hands on. Most do not make the cut past the first day; even fewer make it a full month.

Here are five tools that passed my test and can help move the needle on your PR campaign:

Related: 4 Requirements for Self-Serve Media Relations

1. HARO.

Help A Reporter Out is a fantastic email subscription service that connects reporters in need of sources to individuals who are actively looking for press coverage and who have relevant stories or expertise to share.

HARO, which has been around for a few years, has reached a tipping point with more than 30,000 participating journalists—many of whom report for top-tier outlets.