New era in Trinidad and Tobago public relations - Software for public relations
Mango Media Caribbean, a corporate communication and branding consultancy based in Trinidad, has marked a new era in public relations in Trinidad and Tobago with its acquisition of software that will allow it to manage and enhance the practice of public relations. The software, developed by a US-based company that is headquartered in Michigan, combines the best PR wire services with web based applications.
Public relations practitioners in Trinidad and Tobago do not use technology to enhance areas such as media monitoring, research and measurement. According to Judette Coward-Puglisi, Managing Director of Mango Media Caribbean, “In an age of real-time communications, with an increasing number of media outlets and a rapidly growing volume of news and other public information, traditional approaches to PR are becoming outmoded. Our software suite can help organisations of all sizes manage local and global relationships and communications with journalists, analysts, public officials and other key audiences.”
During Mango Media Caribbean’s 2006 survey of corporate communications professionals in Trinidad and Tobago, 97 per cent of practitioners said that they struggled with identifying and applying the metrics needed to understand the results of PR efforts.
The company’s acquisition was in direct response to this survey and an attempt to fill the gap. The new integrated software will provide critical services that include electronic media monitoring, news on demand, news and collateral management, interactive email campaigns, online newsrooms, advanced PR analytics and return on investments metrics.
“Essentially we will be able to provide solutions that will help organisations manage large amounts of information, deliver consistent and well-executed communications, collaborate among large or geographically dispersed teams and analyse and report on the effectiveness of their corporate communications and public relations campaigns,” said Coward-Puglisi.
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