As you scale as an organization, keeping up with PR can be overwhelming and might require a bit more attention and optimization than you may think. A PR virtual assistant is a clever solution too streamline PR work, and keeping track of all the myriad tasks involved in effective PR strategy. You can save a ton of money and time for your business/clients by assigning high-priority tasks to a remote professional and giving your team time to focus on more critical initiatives that require on-hand support.
Here are 15 tasks that can revolutionize the way you manage PR if handled by a PR virtual assistant!
The PR virtual assistant can be tasked with monitoring media coverage for mentions of your company, clients, or specific topics of interest. For example, the assistant could track mentions in newspapers, online publications, social media, and blogs. Delegating this task helps ensure that you’re always aware of how your brand is being perceived in the media, allowing you to respond swiftly to any potential issues.
The assistant needs to be skilled in using media monitoring tools like Meltwater or Google Alerts.
However, a drawback is that while automated tools can catch most mentions, they may miss nuanced or indirect references that require a more strategic understanding.
The assistant can handle the distribution of press releases to media contacts, ensuring that your news reaches the right journalists and publications. For instance, they can use platforms like PR Newswire or direct emails to targeted media lists. This delegation allows you to focus on crafting the message while ensuring broad and timely distribution.
The assistant should have access to a media contact database and understand the importance of timing in PR.
A potential con is that automated or mass distributions might lack the personalization that could lead to better media pickup.
Managing social media accounts, including scheduling posts, responding to comments, and tracking engagement, can be effectively handled by a PR virtual assistant. For example, the assistant could use tools like Hootsuite or Buffer to schedule posts and monitor brand mentions.
The assistant should be proficient in social media management tools and have a good understanding of the brand's voice. One downside is that if not properly briefed, the assistant might post content that does not align perfectly with the brand’s tone or strategy.
The PR virtual assistant can build and maintain media contact lists tailored to your industry and PR goals. They can research journalists, bloggers, and influencers who might be interested in your stories. This task helps ensure that your pitches are sent to the right people, increasing the chances of media coverage.
The assistant needs research skills and access to media databases like Cision or Muck Rack. A drawback is that without proper guidance, the assistant might include irrelevant contacts, leading to wasted outreach efforts.
Coordinating PR events such as press conferences, product launches, or media briefings can be delegated to a PR virtual assistant. When needed, the assistant could handle logistics, send invitations, and manage RSVPs. This ensures that your events run smoothly, allowing you to focus on high-level engagement.
The assistant should have event management skills and be adept at using tools like Eventbrite or Zoom for virtual events. However, the drawback is that remote coordination might miss on-the-ground nuances that can affect the event’s success.
The PR virtual assistant can assist in drafting press releases and media pitches based on your guidelines. They can create initial drafts for you to review, edit, and finalize. This task helps expedite the content creation process while ensuring consistency in messaging.
The assistant needs strong writing skills and an understanding of PR writing formats. A downside is that without a deep understanding of the business, the drafts might require significant revisions to align with your strategic goals.
A PR virtual assistant can monitor industry trends, competitor activities, and general market news to keep you informed. For example, they can regularly provide summaries of relevant news articles or reports. This ensures that your PR strategies are aligned with current trends.
The assistant needs to be skilled in research and using news aggregation tools like Feedly or Google News. One con is that without proper guidance, the assistant might focus on less relevant information, leading to information overload.
The assistant can be responsible for creating and updating media kits, which include press releases, company information, executive bios, and high-resolution images. Tools like Canva or Adobe InDesign should be well-known to the VA for designing these kits. Delegating this task ensures that you always have professional and up-to-date materials ready for the media.
The assistant needs design skills and knowledge of the brand's visual identity. However, the drawback is that without a clear understanding of the brand’s message, the media kit might lack cohesion.
A PR virtual assistant can manage incoming media inquiries, ensuring they are promptly and professionally addressed. For example, they could filter inquiries, prepare initial responses, or forward them to the appropriate spokesperson. This ensures that all media interactions are handled efficiently.
The assistant needs excellent communication skills and an understanding of the media’s needs. One downside is that the assistant may require significant training to accurately represent the brand, especially in legally complicated or sensitive situations.
The assistant can prepare reports on PR campaign performance, including media coverage, social media engagement, and other key metrics. For example, they could use tools like Google Analytics or social media insights to gather data. Delegating this task provides you with valuable insights while saving time on data collection and analysis.
The assistant needs to be proficient in using analytics tools and understanding PR metrics. A potential drawback is that data interpretation might require your input, especially for nuanced insights.
Scheduling and coordinating interviews with media outlets can be time-consuming but is essential for successful PR. The PR virtual assistant can handle this, ensuring that all parties are informed and prepared. For example, they can coordinate interviews between executives and journalists efficiently and without conflicts.
The assistant should have strong organizational skills and be familiar with scheduling tools like Calendly. However, a con is that if the assistant is not fully briefed, they might schedule interviews at inconvenient times or miss important details.
The PR virtual assistant can create and manage editorial calendars to plan content releases, media outreach, and events. For instance, they could use tools like Asana or Trello to organize the calendar. This helps ensure that all PR activities are strategically timed and well-coordinated.
The assistant needs to be skilled in project management and have an understanding of PR timelines. A drawback is that the assistant might not fully grasp the strategic significance of certain dates, leading to suboptimal scheduling.
Creating and sending newsletters to media contacts, clients, or stakeholders can be delegated to the PR virtual assistant. They can design the layout, write the content, and manage the distribution list using tools like Mailchimp. This ensures regular communication with your audience.
The assistant needs to be skilled in writing, design, and email marketing tools. However, without careful oversight, the newsletters might not fully capture the brand’s voice or miss key messages.
The assistant can be responsible for identifying and reaching out to influencers who align with your brand. For example, they could research potential influencers, draft outreach emails, and manage relationships. This task helps build valuable partnerships and increases brand visibility.
The assistant needs to understand influencer marketing and be adept at communication. A potential con is that without a deep understanding of the brand, the assistant might target influencers who are not the best fit, leading to ineffective partnerships.
The PR virtual assistant can maintain and update databases of media contacts, influencers, and other stakeholders. Among the possible duties they can fulfill are regularly updating contact information, tracking interactions, and maintaining segment lists for targeted outreach. This ensures that your PR efforts are always based on accurate and up-to-date information.
The assistant should be skilled in using CRM tools and managing large datasets. However, the drawback is that database management can be tedious, and errors in data entry could lead to ineffective communication efforts.
Founded by serial entrepreneurs, Leverage Assistants is a white-glove service that helps you find 1% assistants and then teaches you how to build leverage with them. If you're interested in a strategy session to learn how to use an assistant, click here.
Stephen is one of the founders of Lumiere and a Harvard College graduate. He founded Lumiere as a Ph.D. student at Harvard Business School. Lumiere is a selective research program where students work 1-1 with a research mentor to develop an independent research paper.
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