Ever come across the saying “A good craftsman never blames his (or her) tools?”
There is a very real reason for that aphorism: a tool is only as effective as the craftsman (or woman, as it were) who uses it. If you consider the average PR practitioner, you could probably name most of the tools in his/her proverbial toolbox. Most of them are bookmarked in a folder with about four to six items that include
Vision…sorry, Cision/Vocus, a couple of necessary subscriptions to PR News, PR Week, and O’Dwyers, and the various and sundry blogs out there discussing what’s up in the industry.
However, in these days of online accessibility, one’s toolbox should be so full of useful tools that you can’t even close it. Don’t know what we mean?
Here’s a list of 20 necessary tools every PR professional should know and use.