New online service to ease access to PR industry technology tools

A new service has been developed that will make it easier for PR professionals to access and use the various third-party tech tools available to help them work more efficiently.

Conceived by Stephen Waddington, Ketchum's chief engagement officer, in collaboration with news distribution startup Prezly, the service centres around an online toolbox called #PRStack, a database of industry contacts and key tools such as Gorkana and Tweetdeck.

PRs can add to the database, with more than 150 contributions so far. The resource maps tools against specific areas and goals, with professionals asked to provide feedback to make the information more accurate and helpful.

Accompanying this is a companion app called PRGeeks, which acts as a user guide to #PRStack and offers tips on how to get the most out of the tools listed on the database.    

Mr Waddington – a former president of the Chartered Institute of Public Relations – said: "It's appropriate that we use technology to solve the problem of finding great technology. But we need to crowdsource the next step too. #PRStack could raise the working standard across our entire industry."