With the advent of public relations, marketing and advertising technology, it can be hard for businesses to know where to start and what the best practices are.
To combat the confusion, Google released an iOS app with short lessons that school users on best practices for content marketing, PR and media, and search advertising. The app is called Primer.
I put the PR and media section to the test. My initial take is the app provides a straightforward explanation of how public relations and media outreach should work. The app will be useful for small businesses, as well as for teaching clients, managers and stakeholders who may not understand what a public relations firm does.
What are the lessons like? In the “Find Your Media Match” section, the app walks you through finding the right reporters and outlets to pitch. It does this by quizzing you on how you should think about who to pitch. The first piece of advice:
Industry pros will think, “Duh, of course that’s where you start.” But clients may not realize you shouldn’t blindly reach out to every reporter in your rolodex. Success starts with research. There’s no magic wand that does the hard work.
While Primer is a great way to demonstrate to clients how much work goes into marketing, public relations and advertising programs, it also reminds PR pros of best practices.
I recommend downloading the app, even if you already know your stuff. Share it with your parents at Thanksgiving and Christmas. (You know, when they ask, “What do you do again?“) Share it with clients who have a difficult time explaining the value of programs to their managers.
The app provides value for everyone.
Chel Wolverton is the account manager of marketing technology at Shift Communications. A version of this article originally appeared on the Shift Communications blog.