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(May 11, 2004) - There are few tasks that are more onerous than the development of a basic press list and events calendar. Yet, the very budget of the vendor Marketing Department depends of having timely and accurate data in this area. Seasoned marketing professionals hate the raw data collection (lots of phone calls and return phone calls) while junior people are rarely any good at it. As a result, the core marketing database is often in disarray and needs to be reassembled, from scratch, for each new product launch, revision, event or budget. There is a professional level tool available.

Called HRMarketer, the service is the first HR marketplace tool for marketers. It combines rigorously updated press lists, editorial calendars, event calendars and searchable press releases into a genuine weapon for marketing in our industry.

HRMarketer allows a company to develop a detailed plan to position the company in the eyes of the editorial community that ultimately determines fate.

We've spent some time evaluating the product and believe that it will save money and improve results for marketing departments in the industry. Their customer service people helpfully suggested that we narrow the distribution list for a press release in order to save our brand integrity. The company clearly stands for effectiveness over volume.

Note: We're still persuaded that this is an essential tool.

John Sumser

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