ITDatabase Digs Data for PR Pros

Using ITDatabase for media relations research on topics, publications and authors

The first thing I ask from my media relations team when I join a company is a list of our top 15 reporters and their publications. My first goal is to build relationships with those important influencers so we can facilitate better communication with them. Basic media relations, right? Well, getting that data is another story. Other than educated guesses, getting those names takes a lot of combing through coverage reports and resorting of spreadsheets. ITDatabase solves this problem in seconds.

In just a few weeks, this tool has helped me land two news stories and saved me dozens of hours of research. With a couple clicks, the search tool will deliver a list of the authors that have written on any topic in information technology. For example, when you search for Apple iPad, it quickly delivers a list of authors and sources that recently wrote about that topic sorted by the story count. Anyone can search in Google News for stories on a topic, but I need to know how often they talk about that topic.

As the graphic (left) shows, Jeff Garnet, from The Mac Observer, has mentioned the iPad the most with 158 stories. He represents 2 percent of all coverage on the topic. If I was the iPad PR team, I'd probably want to know Jeff fairly well.

IT Database also parses the vendors that are mentioned in the stories that mention iPad. No surprise that Apple is #1, but Google is #2. Google gobbles up share of voice in 20 percent of these stories without having anything to do with the iPad. As a PR professional, this type of data tells me a lot about the conversation and who is really competing with me for the mind of the customer.

The sources that cover a topic are also sorted by story count. When I went to pitch a recent story about the iPad for a client I realized that there were several publications listed that I didn't track regularly. I recognized the publication's name, but didn't realize they had invested so much editorial on the topic. This key insight drove me to research them better and reach out to an editor that I had neglected with a relevant pitch.

With nearly all of my clients I've found at least one or two reporters that were writing on one of their key topics more frequently than I realized. These are great insights that simply cost too much to discover with traditional media analysis tools.

Turn everything around and search by author right before you outreach to them. Instantly you can see the vendors they mention the most and the topics or themes of the stories. You may think they focus their time on gadgets, but you learn they have a large percent of their stories on storage and cloud computing. That information will help you tune the conversation with that reporter to match their current interests.

The database only goes back six months and this limitation is the only serious flaw I've found. Large brands have a media cycle that is one or two years long so more history would be very helpful. Of course, as the name indicates the search results are limited to information technology publications and reporters. I'd love to see this same tool applied to a wider publication set.

ITDatabase allows you to include or exclude blogs - a useful tool when you need to separate traditional from online media. I haven't used them yet, but the service also includes search tools for editorial calendars and events.

Pricing is $3,000 annually for unlimited number of seats. I'm sure I recovered that cost myself in two weeks of use. They offer a free trial for people that work at a qualified tech vendor or PR firm.

After a few successful weeks of digging for media data on new clients, prospects, competitors and products, nothing beats ITDatabase.

Consume Not Create - The iPad media device

People who know me know that I like screens. I have five screens at my desk at work and two in my home office. I learned a long time ago that I was more productive when everything is visible and I don't have to switch back and forth between applications. I often quote this Microsoft research that says you are 9 to 50 percent more effective with multiple screens so my IT department will let me have another display. So, when I was presented with the opportunity to buy an iPad, I thought of it as another way to make me more productive.

After an exciting morning at the Palo Alto Apple store, I fired up the iPad and began "being productive." I was truly amazed at the speed and sharpness of the images. Like the iPhone, I naturally knew how to move the screen, change pages and navigate. The biggest moment occurred Sunday morning when I opened up the New York Times on the iPad. I had the device in front of me as I ate, like the paper, and I was able to click through and quickly find stories, like the Web site. Consuming media was much easier and enjoyable from my couch without my fire-hot MacBook Pro on my legs. Facebook is a lot of fun when you are casually browsing it on the iPad. My iPhone screen is too small to navigate Facebook well (even with the app) and my laptop is awkward. I'm sure I'll consume a lot of media with the iPad and enjoy it more.

My experience with being productive went very differently. As soon as I started to write email messages, everything fell apart. I only have two days using the keyboard, but it is completely impossible to type on at a decent clip. I don't look at the keyboard when I type and I have to rest my fingers on the keys. With a touch-sensitive keyboard you can't do that. Your fingers have to hover above the keys and there are no physical cues to guide you. The keyboard experience is exactly like that of your phone - you can type if you watch the keys and you can only type short messages. The only answer is a physical keyboard. I'm happy to see that Apple has that coming soon.

The device is a brilliant work of art that I believe will set the bar for any company that wants to compete in the tablet space. I've had it for two days and it is already changing the way I consume media. Unfortunately, I'll have to do my content creation on the laptop. The good news is that now I have a sixth screen for my desk.