The Power of DAM for Public Relations

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Public relations (PR) is an integral component of any and every organization. No wonder the income of the PR agencies was up to $17 billion in 2022. It deals with the reputation and perception of a brand or an individual.

But how do digital asset management (DAM) and PR go together? What’s the correlation between them? Well, all your PR content has to be stored somewhere. A DAM platform is that repository. 

Using DAM for PR allows public relations professionals to manage their press kits, media assets, and crisis management data efficiently. How? A central repository streamlines everything, from asset creation and approval to storage, distribution, retrieval, and analysis. 

In PR, a DAM platform streamlines media assets, crisis communication, and press kit management by providing a centralized location for all these assets, making them easily accessible to relevant stakeholders. When the time comes for damage control or creating media hype, the assets are readily available for use.

We touch more on this synergy below.

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Press Kit Management with DAM

A press kit is to a brand what a resume is to an individual. It showcases all the brand’s achievements, awards, leadership bios, and other significant milestones that boost its credibility and reputation. 

Other components of a press kit are: 

  • Company background information 

  • Contact information 

  • Fact sheets 

  • High-res images 

  • Testimonials/reviews 

  • Relevant media coverage and news articles 

  • Social media handles and links 

Press kits also usually contain digital assets like images, videos, or logos. A dedicated digital asset management software can store all these files in one place, making them easily accessible and usable.

Additionally, you can set up access controls so only executives or PR representatives can view, edit, retrieve, and publish these assets. Access controls and permissions ensure that only the correct, brand-aligned material goes out to the public.

Managing Media Assets

A DAM system’s features are designed to enhance workflow efficiency and collabo

Media assets hold significant importance in PR. One of the most important assets is the brand logo in various formats, such as vector, PNG, and JPEG. 


Similarly, a brand may have videos showcasing product demonstrations or recent company events. Assets include infographics illustrating company processes or critical statistics about the company’s performance or product features.


All these media assets help create an image for the brand that their target demographic can identify and connect with. A DAM software centralizes these media assets so the PR team can use and distribute them efficiently. Some features of a DAM system that assist in this regard are:


  • Tagging: You can set up a structure or hierarchy for your media assets using tags. For instance, audio and video clips can be tagged according to the product or service they represent. Press conference recordings or live streams get a separate tag. 

  • Metadata: Metadata contains recognizable information about an asset. For an image, it could include the name of the photographer or content creator, the date and location it was taken, resolution or dimensions, and copyright information.

  • Search Function: The search functionality in digital asset management software makes it easy to retrieve all these assets when required.


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Crisis Communication Strategies with DAM

Implementing a digital asset management system brings a multitude of efficiency and productivity benefits to creatives and the org

Did you know crisis management preparation can cost anywhere from $60,000 to $500,000, depending on your industry and business scale? However, it’s still much cheaper than being involved in a public relations disaster, which can cost considerably more, financially and otherwise. 

Like press kit management, a DAM system also helps in crisis communication. How? It provides: 

  • Quick access to approved statements, resources, and images during crisis 

  • Access to media assets that support your statements 

  • Search options to find related media for a press release or social media post

Since most DAM platforms come with built-in functions for creating automated approval workflows, you can quickly get the go-ahead from respective departments for press releases and social media post material. 

The collaborative features of a DAM platform further streamline this process by letting everyone get real-time updates. For example, upper management can get live updates in a crisis without waiting for detailed reports.

The bottom line is that time is key in such a situation, and DAM software allows for a timely response to a crisis.

Implementing DAM for PR Success

The key to the successful use of DAM systems in public relations is to choose the right platform. Here are some features to look for: 

  • Version control and revision history 

  • Permission controls 

  • Collaborative features like annotations and commenting 

  • Advanced analytics 

  • Robust search capabilities 

  • Customizable metadata fields 

  • Integration with relevant tools like project management software 

There must be a seamless integration between your PR tool and the DAM system. Check the compatibility between both before making a final decision.

Next, train your employees to use the digital asset management system with a focus on the specific features that will aid in crisis communication and other aspects of public relations. To simplify the process and avoid confusion, only allow relevant personnel to access the system.



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