Left holster: Subscription to HARO, ProfNet, Pitchrate, NewsBasis, and Publicity Hound. Profile on Linkedin, Twitter, and Facebook and monitoring by Hootsuite or Tweetdeck. Short list of Twitter chats (#journchat, #pr20chat, #imcchat).
Blackberry, iPhone, or Smartphone. Free or paid press release distribution sites. The Yellow Book (not the Yellow Pages, the News Media Leadership Directories). Library card (especially for solo practitioners–where else can you access Factiva, Lexis Nexis, and other great resources). Alexa or Google Page Rank.
Backpack: YOUR media list. Note: I’m not talking about a paid list or directory that you or your agency paid for but YOUR media list that was built on your blood, sweat, and tears. These are contacts that you have relationships that don’t immediately delete your email or would report you for spam. Your laptop.
Right holster: RSS feed of your must-follow blogs and websites, PitchEngine or online press room, Mondo Times, Muckrack, your personal blog, your company blog, your website. PR software and monitoring. Membership to national and state organizations like PRSA. Meetup.com. AP Style book. Your favorite book–without it you probably wouldn’t be who or where you are today.
Bulletproof vest: Guards your heart because without it you would have buckled and quit after your first bad client encounter.
Helmet: Protects your dome. You have imagination, creativity, and smarts. You wouldn’t be in PR without it.
In your left hand: Coffee or a stiff drink.
Your posse: Your family. Your friends, Your colleagues. Your mentor.
What is in your PR Arsenal?