New campaign management platform aims to eliminate media relations follow-up calls

The launch of campaign management platform Public Address in Sydney enables PR professionals to harness the power of machine learning to drive better results while making media relations tasks more time and cost efficient.

“Public Address is the first media relations campaign management platform built by communications professionals, for communications professionals,” said Shane Allison, co-founder of Public Address and 2018 Mumbrella Agency PR Professional of the Year.

“Traditional media relations tactics are under pressure – the changing media landscape with fewer journalists producing more content in a 24/7 news cycle means that plain text media releases and follow-up calls aren’t delivering the results they used to,” he said.

“Our aim at Public Address is to cut the volume of follow up calls from PR professionals to journalists by 75 per cent in the next two years. Media Stable research shows that only one per cent of journalists appreciate follow-up calls – most journalists view them as an interruption to their busy day and an incredible waste of time.

“And it’s probably one of the least enjoyable parts of a communications professional’s role.

“Reducing follow up calls, making it easier to share important materials, book interviews. This is all part of our goal of making journalist’s jobs easier – if we can do that, we’ll be providing a significant benefit to PR professionals,” said Shane.

During the Public Address beta testing, one in eight journalists in Australia interacted with the platform and it has been proven to cut the time and cost of service delivery on comparable campaigns by 25 per cent. This was achieved by:

  • Providing one-click interview booking and scheduling
  • Automating routine and repetitive tasks such as customising emails for different journalists and media outlets
  • Halving the amount of follow up calls by introducing a machine learning algorithm, the Predictive Pitch Indicator, that highlights media most interested in a story

Co-founder and Chief Technology Officer Thomas Mitchell, former NZ Young IT Professional of the year developed the platform.

“There’s a huge opportunity for media relations to be conducted more efficiently and effectively. It’s time that the traditional media pitch changed and evolved, Public Address is the pitching tool that public relations professionals today need,” concluded Thomas.

Since the company’s foundation in July 2017, Public Address has raised $110,000 in seed capital to finance the development of the platform. Public Address is powered by AWS, the largest provider of cloud computing globally, and SendGrid, the email marketing provider trusted by Uber, AirBnB and Spotify.


To view the release on Public Address, click here.

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