Home > PR > What does the silence in PR software speak? [PR Tech Sum 54]

What does the silence in PR software speak? [PR Tech Sum 54]

It’s been pretty quiet this month in PR software; that’s starting to look like it’s going to be characteristic for the year

On the first Tuesday of every month, I sort through the news from the PR software community in a summary post like this one.

It’s been pretty quiet this month, which is starting to look like it’s going to be characteristic of the year. It’s a far cry from the volume of announcements this time last year where every vendor was racing to announce a generative artificial intelligence feature.

What is the silence telling us, exactly?  I wrote a prediction last December for the Content Marketing Institute – and I think that’s the answer.

And now onward with this month’s PR Tech Sum.

1. Shankman hosts “office hours” for HERO

Peter Shankman has re-booted a version of the ever-popular HARO that he’s calling Help Every Reporter Out (HERO). The move came when the current owner shut down the email service and transferred things to a new online model.

Much like the old service, the new one will aggregate queries from reporters who need sources for stories they are working on. A list of queries will go out every day for respondents to consider. Those interested can respond by email.

He recently held a session of “office hours” where he spoke about some of his plans for the new service – and answered questions. Highlights included:

  • There are more and more queries every day and the service has gain some 17,000 subscribers in just a couple of weeks;
  • Using generative AI to pitch HERO queries is forbidden. “Generative AI is the new ‘don’t pitch off topic.'” That’ll get you banned from the service;
  • For any given query, by 6:30 p.m. a reporter has all the sources they need. You’ve got to be quick in responding to queries;
  • HERO will remain reliant on email. There will be no “app.” Email is the first and only ‘killer app’;
  • The emails have just started coming twice a day; and
  • The ad model is coming back soon; this is how the service is monetized, yet the ads typically outperformed other forms of advertising as Shankman’ writes these and they are infused with his personality.

PR professionals interested in signing up to receive the emails can register here; journalists should register here. The services is free for both users.

2. Notified divests its events business

Notified announced it has divested “its virtual events and webinar business” to Brandlive, which is unfamiliar. Terms were not disclosed.

According to a press release:

“The decision reflects Notified’s sharpening focus on investor relations and public relations solutions. This allows Notified to invest in innovative technologies, including artificial intelligence, that create more value for clients while positioning itself for future growth opportunities. Notified will retain its IR Event Platform (specifically designed for earnings calls and other investor relations use cases) while further investing in new features that position Notified as the premier IR communications solution on the market.”

Notified, which is a division of the PE-backed West conglomerate, has the potential to be one of the larger players in the PR software space. It was formed out of old PR tech assets from NASDAQ including GlobeNewsWire and a startup named Notified that it acquired a few years ago.

The company and division have both changed names multiple times, so the company’s history can be confusing. Unfortunately, while I was initially optimistic about Notified, I also haven’t seen much in the way of innovation in four years since.

Perhaps with some cash from this sale and one less business unit to worry about, they can turn things around.

3. PR tech briefs and mentions

  • “Journalists responded to the most pitches on Thursday, yet the day with the most pitches sent was Tuesday,” according to Propel.
  • TVEyes says it added, “twice as many U.S. podcasts with listenership data” to the sample of podcasts it monitors.”

* * *

Here’s the updated list of PR technology companies I’m watching and here’s a clear description of the stuff I want to cover.

>>> Need an extra pair of hands? Sword and the Script Media can help with B2B marketing, PR and social media.

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Image credit: Unsplash

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