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Submit a sample copy (and assets for engagement efforts) that is written appropriately for the digital platforms utilized in your campaign. Also include an analysis of why this approach would be effective.



Tools for Effective Public Relations Professionals

Kayla Naz Taheri

COM 656

Southern New Hampshire University

Tools for Effective Public Relations Professionals

The public relations profession is fairly complex and challenging. So sensitive is this area that a single mistake is likely to have adverse effects on individuals. In the face of the enormity of the challenges that the professionals encounter, a wide range of tools have been developed to help make their work easier, simple, and effective. Many of the mistakes that that public relations professionals make result from the failure to use appropriate public relations tools or improper use of the tools. From the foregoing, for public relations tools to be effective, there is a need to make sure that the tools are not only appropriate but also used effectively. The purpose of this paper is to compare and contrast three modern tools for public relations and to identify one that may be used among the three.


Trello is one of the most effective tools that are currently being used for public relations that may be used by professionals to plans their activities. This tool makes it possible to create a board that clearly defines the tasks, especially where teams are involved (Rene, 2020). Some of the tasks that’ this tool can execute include planning and monitoring progress of assignments, assigning tasks, and even keeping track of the progress of the activities. Public relations professionals always have a lot of things to do, and it is highly likely that they may forget if they do not have to record these activities. One of the advantages of this tool is that it allows the public relations professional to plan tasks and make sure that no program is left behind. Another benefit of this tool is that it easy to use. An individual does not require any special skill or training to use. However, one disadvantage of this tool is that it is not appropriate for public relations professionals who are involved in big and complex projects and organizations.


BuzzSumo is a tool that may be used by public relations professionals to monitor and keep track of online conversations so that it can obtain information touching on their organizations and respond to them appropriately (Rene, 2020). One of the primary roles of public relations professionals is to monitor what other people are saying about their organization and respond to some of the s that may arise. Thus, when people are making false accusations against an organization out of misinformation, public relations professionals will use this tool to trace the conversations and make appropriate interventions. The main disadvantage of this tool is that it compels people to spend a lot of time on computers and other mobile devices, and that may have health implications.


This tool combines software and humans skills to enhance public relations practiced by aiding the development of appropriate public relations strategy (Dmitry, 2020). The success of public relations exercise depends significantly on the robustness of the strategy being deployed. By using this strategy, it becomes possible to develop the most effective strategies for public relations practices. Thus, the benefit of this tool lies in its ability to help professionals to make good judgments on public relations practices.

Selected tool

The selected tool is BuzzSumo. With the advancement of social media, companies are increasingly finding their reputation being hit as a result of negative social media comments and engagements. It is necessary for companies to actively look out for mechanisms that will allow them to address the challenges. BuzzSumo makes it easy to trace social media conversations and respond appropriately to safeguard the reputation of the organization.


Dmitry, G. (2020). 25 PR Tools to Try: The Complete List for 2020. Retrieved from https://blog.justreachout.io/pr-tools/

Rene, C. (2020). 18 PR Tools to Improve Your Brand Performance. Mention. Retrieved from https://mention.com/en/blog/pr-tools/