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With continuous pressure on journalists to produce clickbait, PR pros may feel that providing sensational content is the only way to get a reporter’s attention. That’s not entirely true, says Nisha Morris, executive director, communication, for Providence St. Joseph Health, but there are some essentials to keep in mind.

Are you afraid to face your inbox, which probably is overflowing with email that’s of little or no use? And is the lack of a research assistant looking up names and addresses of key journalists slowing your workflow? Fortunately, it’s 2018 and there’s a bevy of tech tools that can help PR pros like you. Here are 12 that will raise your productivity immediately.

Now in its 51st year of operation, CES is more relevant than ever given it’s the biggest global stage for companies to demonstrate what technology products and services are likely to be commercialized in the year ahead. Beyond commercial interests, CES also provides an opportunity for company leaders to demonstrate a path forward to a brighter future for the tech industry, which has recently experienced an unusual backlash from a cross-section of audiences.

Lou Williams was one of the leading advocates for having public relations research, measurement and evaluation focus on the outcomes of PR campaigns rather than message outputs. Through speeches, workshops and seminars, he did his best to help make PR measurement and evaluation more meaningful. He once scolded judges of several of the industry’s major awards competitions for not being critical enough while assessing research and measurement.

Many companies measure their reputation via a yearly poll. Others wait until a crisis hits to commission a survey about how stakeholders perceive their company. Still others feel measuring reputation should be an ongoing operation. This fourth article in our series with PublicRelay discusses the best ways to measure reputation and why it’s important to do so.

Intern of the Year Delaney Lanker was tasked with drafting HP’s pitches, researching media targets and conducting outreach to lifestyle, travel and parenting magazines. In less than a month, she placed HP product Sprocket with Travel & Leisure, which has a print audience of 6.3 million. A natural leader, Lanker also shows HP’s other interns—many of whom have never had a “real” job before—best practices for taking notes in meetings, writing blog posts and asking for feedback.

2017 could be described as the year of social video, particularly for U.S. B2C brands, as data provided exclusively to PR News by Shareablee demonstrates. It was also a year where brands began to become more mature in their social media choices, posting fewer times but accruing more consumer engagement.

It’s not a surprise that Facebook is the dominant social platform. That was one of the conclusions from the 3rd annual RBC Capital Markets study of 5,000 U.S. Internet users. There were surprises, though. One of them was the satisfaction rates of the various platforms (Facebook could do better here). Another surprise (well, not really) was the dominant showing of Snapchat with children and teens.

One of the holy grails of PR must be the definitive word on Google’s SEO regime. While that might be unattainable we can make educated guesses as to how the search giant ranks articles. Branded3 of the U.K. has issued its list of best guesses as well as a list of things that can be done to a site and its contents to improve searchability ranking.

Many of us believe we know all about activist investors. A pair of investors threw a curveball last weekend, urging that Apple seriously consider warning parents about the dangers of excessive iPhone use for children and teens. Their demands were well crafted and included a bevy of studies and statistics.