What are the advantages and disadvantages of using tools and software for publicity automation?

I was a publicist for many years and launched over 15 products during the height of my PR career. Here's my honest feedback regarding software for PR. Yes, its helpful and I suggest to use it to get rolling but, there's nothing better than to go out and attend conference and networking events in person and talking to the media in person. Become a speaker and they will come! Create a list of your top 10 ideal journalist and call them!

As an entrepreneur and founder of two advertising agencies, the headline says it all. Saving time and money is one of the great advantages. To that, I would add another that also translates to the market with the use of automation tools, which is innovation. Innovation in products and services. Concern yourself with keeping up with the pace of the market. There are many automation tools in the value chain. Each one must be analyzed to see which best suits your needs.

Systematization or automation is optimization. It's obvious that algorithms can optimize better than we can. Hesitating to use them or not is foolish. The optimization of a creative piece for a specific segment will be infinitely more effective if done by an AI that analyzes millions of similar formats taking into account the audience's characteristics than if done by a creative. And I'm talking about optimization, not creation.

Of course this allows you to have more arguments or more solid arguments to present to your client. It is not an opinion, it is data and that is not disputed.

I agree publicity automation is most often ignored and unanswered you will not connect well. Its key to meet folks in person at networking events and conferences.

There are tasks in which the human touch is not needed, those are the tasks that we have to identify and put to work. logically we cannot lose that touch that makes us different, genius is not the patrimony of machines.

I wouldn't worry too much about software glitches it happens all the time and its endless. But, make sure you can control your PR message use your web site as the source of your company and product information and only use other platforms as tools to extend your reach.

No one ever said it would be easy. Of course, we may encounter technical problems. But automation must always be assisted by a human; we cannot give a client a report from a technical platform that has not been reviewed by an expert.

I always say...control your message on your own web site because other platforms have rules that constantly change. Make sure you are the source of information - so, journalist can grab a few topics directly from you to create a review or a few lines for a post on social media.

When I look back at my career as a publicist. The best reviews or interviews none came from an email or text. It was all from attending events, networking parties and conferences. Meeting people in person and having that connection - when they see your passion they will listen and often times the reporter will want to support you and write a review or mention in a publication or show. You have to covey the solution you are proposing and why your product is so awesome!