While new gadgets and technologies have enhanced the way we work, a turn in the economy means professional communicators need intense, practical ways to show how they support the bottom line. Tightened purse strings also means you're likely being asked to do more with what you've got. Most public relations professionals already have clipping services in place; the challenge now is to use these services to generate company-wide results. We're taking a look at how to survive in a post high-tech boom economy, and how you can do your job more efficiently, right now.

Let's take a look at how clipping bureaus made their clients successful over the past century.

The 1880's: Actors enlist a service to help them track reviews of their performances and prove their value
The 1930's: During the depression, companies purchase specific industry reports from their clipping services to garner solid sales leads
The 1940's: Politicos are tracking coverage of the opposition and issues likely to affect their campaign
The 1950's: Publicity takes hold as PR pros begin tracking coverage of their press coverage
The 1990's & Beyond: The opportunities are limitless with the advent of real-time news & information services

The new century has opened the door of possibilities of how you can use your media monitoring services to maximize your on-the-job success. You're likely already tracking your press releases with your current service. By adding additional search phrases, such as the names of your leading competitors or general subject impacting your business, here's what you can do:

Follow Trends - Know what is happening today. Add general industry terms such as "car dealers" or "biomedical" to stay on top of your industry.
Gather Market Intelligence - Get immediate notification when other industry players merge, launch new products, or open a new call center. Add the names of your leading competitors and quickly gather insider information so your company can stay one step ahead.
Monitor Opinion - Be aware of what the press is writing about the general public's reaction to the activities of your company and those in your industry. Track press coverage of your CEO or prominent board members.
Collect General News and Information - Stay up to date on the actions of the government, private sector or the general economy that will affect your business. Get timely information about legislation and other laws that will impact your business.
Develop Strategic Plan - Have the information you need to develop your business plan. By tracking any or all of the topics above, you'll be prepared when crises strikes.
Garner Sales Leads - Monitor the top wire services and get access to qualified contacts your sales team can work with. Track an entire industry, a particular company or a specific market.
Grow Your Business - Turn the information you gather into dollars in your company's pocket.

With flat rates and click to view options, you can get what you need without busting your budget. Make the most of the tools you have by taking full advantage of your news & information service. Lead the way in public relations, investor relations, competitive intelligence, market research, reputation management and much, much more!

Kelly Schmitt is Vice President of Luce Online, Inc. She can be reached at 800-518-0088, ext. 14 or via email at kbs@luceonline.com.