Why automation tools don’t kill good PR

Seems we’ve kicked off a conversation about automation in PR. Good.

Like any decent discussion, there are different viewpoints, but let’s ensure facts, not fallacy, remain central.

We recently caught a blog post by a PR agency which argued that “real conversations” are the backbone of media relations and that relying on automation risks eroding the trust and relevance PRs have spent years building.

We agree with part of that – great PR is built on relationships. 

But it’s a fallacy that tools and tech remove the need for human interaction. It’s not automation vs relationships. It’s automation for relationships.

Here’s how Brandlifi is helping brands and agencies protect and build those precious relationships. Not by automating the relationship – we’d never condone that – but by automating the associated admin.

Effective media relations takes time to do well. Time to pitch thoughtfully, build trust, understand editorial needs, follow up respectfully and be available when a journalist needs something fast.

What doesn’t need to take time? Chasing high-res images. Re-sending a press release. Digging out a spec sheet at 11pm because someone’s on deadline.

That’s where Brandlifi comes in. 

We’re an “always on” online press office that supports journalists and content creators by giving them instant access to relevant brand assets, without waiting for an email reply or frustrating them with expired or broken image links. It means you’re still the face of your brand or agency, but the repetitive requests don’t pile up in your inbox.

Automation tools like Brandlifi give you back time and headspace. So instead of firefighting last-minute requests, you can focus on what actually moves the needle: thoughtful storytelling, deeper connections and proactive campaigns.

You get more control over your workflow, more visibility for your clients, and more time to have those meaningful conversations no tool can replicate.

Journalists expect 24/7 access, and brands need to keep up – as regular press moans aired on social media make clear, many still lag behind.

We work directly with hundreds of journalists in the audio and consumer tech space. The reality is, they’re often working late, juggling deadlines and don’t want to chase a press office for images they should already have access to.

“Brandlifi manages to be convenient and easy-to-use yet in-depth and wide-ranging at the same time,” explains technology journalist, Simon Lucas. “It’s a brilliant resource used by brands that understand what journalists need, and by journalists who have inevitably left it until the last minute to ask for what they need, which basically means it’s already become invaluable.”

With Brandlifi, they can search by brand, product, or category and download what they need, day or night. That makes life easier for them and strengthens your reputation as a go-to contact who’s easy to work with.

“Brandlifi is a one-stop shop with press assets stored securely in one accessible space where things are easy to find and keep track of. At a time when journalists are under more pressure than ever before, anything that makes our job more straightforward is a major step to securing more timely and effective press coverage,” furthers Mark Sparrow, Senior Contributor at Forbes.

Today’s PR processes rely on a smart mix of tools – a few of our team faves include Trello for day-to-day task management, SEMrush for keyword tracking and SEO, CoverageBook for reporting and ROI tracking, Brand24 for media monitoring, and HubSpot for contact and content management - which all support different parts of the process. Brandlifi fits alongside these, giving you an always-on press asset hub for your PR toolkit.

PR is evolving. The rise of self-publishing, digital-first pressrooms and leaner teams means the old way of working – emailing out bare-bones pitches and hoping for the best - just doesn’t cut it anymore.

Brandlifi helps brands, agencies and freelancers simplify the process without losing the personal touch. From uploading unlimited press releases to responding to sample requests, it’s all in one place - so you can do your job better, not replace it.

PR will always be about people. But that doesn’t mean you have to do everything manually.

Brandlifi gives you scalable, flexible support to streamline your day-to-day, without compromising your client relationships or press credibility. If that sounds like your kind of PR, start your free trial today at brandlifi.com.

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