The most important duty of a PR pro is staying in-the-know about everything going on in their client’s world. Public relations is a service industry; we are here to help our clients earn media coverage and share their news with the world. In order to do that, you must fully submerge yourself in the world your client lives in and know all relevant reporters, outlets and breaking news like the back of your hand.

A really fantastic tool to help you accomplish this is Google Alerts. Not only is it free, but it’s an easy-to-use tool that does the hard work for you. Google Alerts curate news based on key terms and triggers you set, then deliver the most relevant, important articles regarding that topic straight to your inbox at a frequency you choose.

Google Alerts are a fool-proof way to make sure you never miss a beat when it comes to keeping up with your clients and their industries.

For example, NRPR Group has the pleasure of representing Helpshift, an in-app customer support platform that enables mobile apps to improve customer experience, drive higher ratings and increase retention.

Whoa. Hold on a minute. That was a jam packed sentence with a lot to digest. However, we know to submerge ourselves in Helpshift’s world; to wake up each day and read tech news outlets and to make sure we are in the know about trends in Helpshift’s industry. By doing our due diligence, that sentence doesn’t scare us. It excites us. When we read about Helpshift, we are trained to pick out certain trigger words (such as “in-app customer support” and “mobile apps”) and create Google Alerts surrounding those topics. This way, whenever news breaks or new trends emerge within those topics, there’s no chance we go two hours before our good friend Google tells us, “Hey, you! I know you want to know all there is to know about customer retention and in-app consumer care, so here are three brand new news articles published just this morning that I think would be helpful for you.”

Pretty great, right? Now it’s your turn!

Thankfully, using Google Alerts is simple. To set up an alert, visit Google here and fill out the user-friendly form that prompts you to “create an alert about…

Say you type in “mobile app trends.” Right away, I am shown an alert preview with a handful of articles that I would receive for that day. And, what do you know… Each and every article is specifically relevant to something that affects Helpshift and its industry. Bravo, Google.

There are many tools out there that help publicists stay on top of their A-game, and Google Alerts are definitely at the top of that list. There is absolutely nothing more important than staying current with industry trends and breaking news that relate back to your clients, and it can sometimes feel overwhelming if you try to do it on your own. You can download news apps, read the paper and scour the web every day, but utilizing Google Alerts is a surefire way to make sure you get the news directly to your inbox as often as you need it.

Do you use Google Alerts to keep up with your client’s world? Tell us more in the comments below!

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