PR professionals are invaluable; their ability to create a positive public image for a company stems from a detail-oriented nature, a willingness to fine-tune an approach with finesse based on past experience and the study of data, and picking up on minute cues that can help determine which publications, news sources and journalists might be most open to their message.
Crafting a successful pitch is an art form, something that can certainly never be outsourced or automated…right?
MIT graduate Dan Siegel, co-founder of Cambridge-based PR firm Spokepoint, doesn’t quite see it that way.
The company, which was founded in early 2014 as a traditional PR firm geared toward helping small startups get their names out into the world, has been using its own software program that analyzes thousands of data points to predict whether a journalist will respond positively to a specific pitch. It also allows the user to search for and contact journalists based on topics they’ve previously covered, and even tracks whether or not a pitch is successful.
Realizing the market for affordable PR services for small entrepreneurial endeavors, tiny companies that can’t afford a PR pro, and time-crunched crowdfunding campaigns, Siegel and his company made a decision – rather than just using this software to help companies write pitches, Spokepoint has made the software available directly for use by such businesses, so that they can successfully create, manage and track their own PR campaigns — no PR firm or outside pitch-writer needed.
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