• PR software options and tools

PR Software: Ultimate Guide to PR Tools 2018

I have been saying that PR and digital marketing are the new SEO for some time.

Your online presence can make or break the fortunes of your personal brand. What is in your PR toolkit?

Online PR contributes to your online persona by using a variety of software to build, monitor, and manage your brand reputation.

It establishes your authority as an industry expert, helps clients relate to you, and increases visibility to your brand.

Public relations tools and methods include blogs, search engines, forums, discussion threads, news searches, press releases, social networks, client reviews, feedback, and other online communication tools.

Online PR software can reinforce these goals, provide direction, and help you achieve success with your online marketing and brand recognition. It is essential to develop a clear online marketing strategy, goals, and expectations.

Effective public relations techniques

Digital Public relations requires social, creative, and technical skills.

Developing relationships with reputable online publications, editors, and bloggers is key to success. These contacts speak from experience and can provide valuable insight, educational tools, and collaboration opportunities.

The market is filled with programs and tools to help you manage your strategy. It is vital to have the right application to do the job.

We are going to review 31 best public relations software, tools,  and techniques, but there are many more.

The Tools of PR, Management & Collaboration

pitch bloggers with mustr


Mustr helps companies manage their journalist and blogger relationships. Instead of tracking an extensive network of PR contacts via Excel, Mustr consolidates these lists into a single source of information. Your team can spend less time managing lists and more time managing relationships.

Mustr allows you to keep track of your team’s history with this contact by adding notes, so no matter who contacts them next will have a detailed recap of the history of the relationship. You can tag, label, and categorize your contacts so the next time you need a project completed, you have a list of the most qualified journalists at your fingertips.

With multiple points of access, anyone on your team can update and use this information at any time, requiring less back and forth, and eliminating confusion.

Other top features:

  • Send press releases directly from the application to media outlets
  • Tablet and iPhone compatible
  • Share PR projects with clients
  • Attach high res photos with notes
  • Attach files to emails

Pricing: From €49/month with a 15-day free trial

great web app for influencers


When it comes to robust online marketing and public relations software, Prezly tops this list with a variety of features that make it the ultimate PR CRM.

Getting to know your brand’s stakeholders is easy with the ability to build profiles for your contacts. You can add contact details, areas of interest, and track your engagements with them like when they opened your email or replied.

You can organize and filter your contacts using many different segments, allowing you to keep an overview or identify who your biggest influencers are, and making it easy to reach out with the click of a button.

Prezly also helps you track communications by building multimedia emails, managing bulk distributions, and tracking opens, clicks, and replies.

Other top features:

  • Intuitive and Ready to use out of the box
  • Create and manage online newsrooms
  • Optimized for search engines
  • Shareable on social media

Pricing: From $150/month

cision press release service

Cision PR Software

This software is a media intelligence platform that enables more profound insights and performance management. Cision offers social performance monitoring, measuring the engagement of your brand so you can make informed business decisions.

With more understanding of the performance of a particular campaign, you can reevaluate your entire online marketing strategy and make the right decisions for the future.

Cision also offers enhanced government relations, helping you communicate with local officials, ensure PAC compliance, and engage with a single software solution.

Other top features:

  • View real-time pitching opportunities to connect with media outlets
  • Map upcoming editorial coverage
  • Track sentiment across media platforms
  • Benchmark results against competitors
  • Identify relevant social conversations

Pricing: Customized per package

“Here at the International PR department of SEMrush, we stick to using Cision. To be more specific, it helped us promote our study on cryptocurrencies that went viral. We looked up the contacts of the journalists who are into cryptocurrencies and send them out our full study along with the pitch.

The study was eventually published by major media such as Business Insider, Bloomberg, Reuters, and had a significant number of publications by smaller media.

So, yes, Cision does save a lot of time by granting access to a database that includes contacts of thousands of top-tier media journalists. Most of these emails are virtually not available anywhere on the internet as they are not on open access.

To monitor whether the study was published, we keep track of mentions with the help of SEMrush brand monitoring This feature allows to monitor mentions of SEMrush, track backlinks and hottest industry trends to follow and reach out to opinion leaders quickly.”

Konstantin FedorovInternational PR Specialist at Semrush

Planning and Research PR Software Tools


Answer the Public

When you search for something on Bing or Google, the suggestions are the result of the most common recent searches and provide great insight into the emotions of the person behind the search.

Answer the Public is a tool that aggregates this data into easily readable charts and graphs so you can digest the information you need quickly to make valuable decisions about your online marketing and PR. This is a great resource for content marketing.

Other top features:

  • Enter multiple search terms
  • Visualizations of important data
  • One page reports on specific topics

Pricing: Free

social media monitor by mashfeed


Mashfeed is a social media aggregator but is excellent for public relations. You can gather feeds and hashtags from all of the social networks you love. It eliminates the clutter and brings the most critical content to the surface, so can quickly see who is promoting your hashtags and what they’re saying about your brand.

Other top features:

  • Social campaign tracking
  • Build collections
  • Browse feeds you don’t follow

Pricing: Free



The Meltwater application helps you to be more relevant in your industry by measuring your online mentions, analyzing your share of the voice in the market, and understanding your influencers. Through an intuitive dashboard, you have media mentions, reports, campaign performance, and ROI all at your fingertips.

By optimizing your efforts and monitoring your brand, you can keep tabs on the competition and improve your strategy based on the online movement in your industry.

Other top features:

  • Competitive benchmarking tools
  • Real-time alerts
  • Forecasting and revenue models

Pricing: From $199/month

“We use Meltwater for media coverage tracking, reporting, and newsletter creation. It is super user-friendly and has a clean design that is easy to read and understand the metrics.

We can set up a certain amount of login accounts (depending on the price you choose) and create tags of keywords
(like our clients’ names and locations) to track when they are featured in an article, online publication or in the news. We can also create newsletters to send to our desired list of contacts.

Lastly, we can generate reports to show how many times the media mentioned our clients, if the sentiment was positive, negative or neutral, where that media person is located and much more.”

Margearet HoynesPublic Relations and & Social Media Account Executive at The Brandon Agency
pr software solutions for companies


BuzzSumo helps you analyze which trending topics perform best for any niche or competitor. You can discover the most used content, find influencers, set up alerts, or track your competitors. It also displays share activity across social media platforms and allows you to filter by data types such as video, infographic, interview, and many others.

Other top features:

  • Content curation
  • Data exports
  • Analysis reporting
  • Competitor research
  • Question analyser

Pricing: From $199/month

“We love using Buzzstream to find prospects, perform outreach, and to build relationships. The tool with its constantly evolving features allows us to promote our content with increasing efficiency.

We can reach out to hundreds of qualified professionals or websites – without resorting to automated email blasts -and expect strong response rates (20% or higher).”

Raj ShahSenior marketing manager of SEO at Take Lessons Live

Writing and Grammar


Hemingway App

The Hemingway App helps you to write more clearly by editing text, suggesting changes to overly complicated words, and displaying the reading level of the content. Using this application will ensure that you communicate correctly and efficiently. You sound more educated when your writing is concise and grammatically correct.

Other top features:

  • Desktop app
  • Write directly in the app
  • Discovers 5+ types of writing errors
  • Great for writing SEO copy

Pricing: Free


Headline Analyser

Headline Analyser is a PR tool that does just that: analyzes your headline. Catchy headlines provide meaning to your online content and help search engines find you. The right headline can mean the difference between being ignored, and being noticed.

Analyse headlines for:

  • Blog post titles
  • Email subject lines
  • Social messages

Pricing: From $40/month



Grammarly is an online editor and proofreading software. This software ensures your writing is free of grammatical and spelling mistakes. It identifies overused words, makes suggestions for how to improve your grammar, and scores your writing.

Other top features:

  • Chrome extension
  • OS X desktop app

Pricing: Free with upgraded features available

“Everyone knows that writing is a big part of any PR job. Whether it’s writing press releases, emails, or responding to reporter request, in PR, you’re going to do a lot of writing.

What many people fail to consider is that writing is often a reporter’s only impression of you and your business, so it’s important to do it correctly, every time. When I’m firing up a pitch email or my latest release, I rely heavily on Grammarly.

The free version is excellent at catching the majority of my silly mistakes (like typos), but to get into the nitty-gritty, you’ll need the paid version. My favorite part is the weekly progress report I get that tells me how productive and accurate I was, plus how my vocabulary stacks up against other users. “

Madelene RogersSearch Engine Professional at CanIRank




Pitchengine helps you to tell stories. Create pitches and share them with your audience. With this generator, you can create content in the editor, publish and share it, then measure what resonates and track metrics.

Other top features:

  • Integrate multimedia
  • Embed videos
  • Smartphone optimization

Pricing: Free with upgraded features available



MailTrack.io helps you track your Gmail or Google Inbox without interfering with the experience you love. You can track messages delivery and open rates to make sure you sent the email, and that your recipient read it. If your contacts are also registered with MailTrack.io, tracking is enabled for group messaging as well.

Other top features:

  • Browser extensions
  • Notifications when emails are read
  • Enable tracking of multiple emails

Pricing: Free with upgraded features available



Followupthen is an easy way to schedule a follow-up reminder. Your clients will always receive a follow up at precisely the right time, you’ll never forget your boarding pass again, and you can clear out your inbox until it’s time to worry about the next task.

By sending emails to [email protected], [email protected], or [email protected], you’ll get reminders in your inbox exactly when they are relevant to you. You can send reminders to yourself or others by using To:, CC:, and BCC: fields.

Other top features:

  • Works on any device
  • Nothing to install
  • It’s just an email address, so it always works

Pricing: Free


Email Hunter

Email Hunter is a media relations tool that allows you to search any domain for the contact information of the people working there. It’s a useful tool to connect you with the people who matter most within an organization and get you directly to who is going to hear and care about your pitch. You can also verify deliverability, save a lead, or filter contacts.

Other top features:

  • Displays most common email address format for each organization
  • Includes public sources to help verify contact information
  • Chrome extension

Pricing: Free with upgraded features available


HARO / Help A Reporter Out

HARO is a database of media journalists can use to find opportunities for daily media coverage from expert sources. With a robust list of references, this program allows you to find the most recent information for upcoming stories. Sources can also add information about their expertise, industry, or experience to the database at any time, keeping it accurate and up-to-date. In my opinion, it is one of the best pr tools you can use. Remeber, building relationships is what PR is all about.

Other top features:

  • Direct queries from journalists looking for sources
  • Query for tips on any subject
  • Email alerts
  • Build query templates

Pricing: Free with upgraded features available

“Working in Digital PR to improve organic search visibility, it’s crucial that you create content which is not only engaging but also original and provides the journalist with something unique to utilize.

I find that HARO is my most crucial tool in terms of creating excellent quality content which will interest the press. For example, for our client instantprint, we recently created content around International Business Etiquette, and I used HARO to discover influential people in this sector.

I then worked with instantprint to create an infographic utilizing this information and a blog post. From this piece of content marketing, we generated 14 high-quality links from the likes of SmallBusiness.co.uk, Business Leader, and insider.”

Hannah MooreSEO Campaign Executive at Intermarketing Agency


Anewstip allows you to search media contacts by what they’ve written or tweeted. With the world’s most extensive media database, Anewstip can index news articles, tweets, media contacts, and more.

You can also monitor news articles by setting up alerts, so you always know what’s happening with your influencers, brand, competitors, or keywords.

Other top features:

  • Build lists
  • Organize contacts
  • Send targeted pitches

Pricing: Free with upgraded features available


Ninja Outreach

Ninja Outreach gives you the tools you need to find your influencers throughout the world and automate your outreach by using effective contact management software. Ninja Outreach searches thousands of bloggers, business leads, and other industry experts based on the keywords you enter for your link building campaign.

Once you gather contacts, you can manage them with notes, tags, email history, and RSS feeds, then target your next campaign to the most relevant online contributors. With filters, you can drill down to what’s working and fix what’s not.

Other top features:

  • Chrome extension, great for blogger outreach
  • Personalized templates
  • Email outreach campaigns

Pricing: From $69/month with a 14-day free trial


Hey, Press

Hey, Press is a lot like the other outreach programs, but it helps you find journalists in tech. All you have to do is enter a keyword, and you’ll instantly be connected with the most relevant journalists, their contact information, and the articles they’ve written.

Other PR Solutions from the makers of Hey, Press:

  • If No Reply
  • Upvote
  • JournoRequests

Pricing: From $15/month




Canva helps you create beautiful designs and documents quickly and without the use of an expensive editor. Choose from an extensive database of stock images or upload your own. Create in any style or size, or use the templates provided to build Facebook banners, Twitter profile images, or business cards. With all of these tools at your disposal, it’s simple to use, and everything will always be just the right size.

Other top features:

  • Photo editor
  • Color palettes
  • Font combinations
  • Shapes and icons

Pricing: Free with upgraded features available

“This is a great tool to generate graphics for blogs, social media, Facebook ads, pitches, etc. I am not a designer, so this makes my life easy while still maintaining a professional look. I have requested my clients to use it as well.

I can create something from scratch or pick from one of their designs…then my creative juices take over, and I tweak until I force myself to stop. But I always feel confident with the result without hiring an outside source. They are expensive and the turnaround time takes too long.”

Jackie BerlowskiOwner & Founder at GreatHerGood


Stencil is another media relations software that allows you to quickly create images for online marketing, social media, or newsletters. It saves time with templates, images, graphics, icons, and more. You can save your favorites, choose from high-resolution images, and build custom sizes or choose from the presets provided. You can also live preview your images before you share.

Stencil saves time by allowing you to share directly to multiple media platforms without leaving the page, or schedule your images for sharing at a later time, so you don’t forget.

Other top features:

  • Chrome extension
  • Quotes
  • Logo storage

Pricing: Free with upgraded features available



Pexels is a media relations database that provides a repository of free stock photos. By using stimulating images in your online marketing materials, you can engage with and relate to your customers. The selection of images continually grows as users contribute their own for others to use.

Other top features:

  • Chrome extension
  • Mac & Windows app
  • MS Office add-in
  • IFTTT recipe for Android
  • Photoshop plugin

Pricing: Free with upgraded features available

Media Monitoring Tools – Social Listening Tools



Mention gives you the ability to monitor your customers, brand, industry, or competitors, making it easy for you to stay in touch with your online marketing efforts. This media observation tool provides real-time monitoring of all of your keywords so you can organize them, filter out what’s not essential, and engage in the conversation with favoriting, retweeting, or responding.

Compare critical metrics against your competitors to see where you outperform and where you need to focus your energy. The intuitive dashboard helps you easily organize influencers, insights, and reports.

Other top features:

  • Summary alerts
  • Data sharing
  • Report creation

Pricing: From $29/month


Critical Mention

After setting up keyword searches, Critical Mention displays media coverage in as little as one minute after it appears online. The intuitive interface gives you what you need when you need it, allowing you to spend less time finding mentions and more time responding to them.

The Critical Mention app automates everyday tasks with alerts, daily email digests, and saved searches. You can share directly from the platform, and with mobile-friendly views, you can engage with Critical Mention from wherever you are. 

Other top features:

  • 24/7/365 live support
  • Reporting and analysis 
  • Social Media Monitoring Service
  • API integration with Social Media Analytics

Pricing: Customized per package


Google Alerts

Google Alerts are basic and to the point. A favorite of many public relations managers.

Set up keywords or phrases and get emails with relevant news articles and stories delivered straight to your inbox. Google will even suggest alerts based on your preferences, making it easy for you to set it up with just a few clicks.

Other top features:

  • Manage alerts
  • Edit or delete alerts as needed
  • Link additional email addresses

Pricing: Free

“My favorite PR tool slightly falls out of the traditional boundaries, as it is Google Alerts. It’s entirely free and allows PR and SEO specialists to find great opportunities to share their news and content.

Here’s one example of how we placed our images and got a great link back to our website. Chateau Margüi, a French vineyard, recently got acquired by George Lucas, as I had an alert on the term with Google Alerts I saw a lot of buzz going on.

The good thing is my client had done a photo report of this incredible location a year before. Therefore we were in the perfect
position to offer newspapers and magazines with exclusive images. This ended up earning a featured placement in Architectural Digest with links going to our original article.”

Victor MichellPR Specialist at Digitak



Simply Measured

Simply Measured analyses awareness and engagement across all social channels, compiles data from every major social network, unifies business metrics, and enriches data to make analysis straightforward and concise.

After listening to key influencers, industry trends, and your competitors, Simply Measured brings awareness to competitive benchmarks and social media database data. This gives you the public relations tools you need to build and automate reporting, share messages, and track conversions

Other top features:

  • Traffic measurements
  • Website activity tracking
  • Hashtag and keyword tracking
  • Multiple Social Media Analysis Tools

Pricing: Free with upgraded features available


Air PR

By having access to the best data, you have better insights into your brand reputation, what your competitors are doing, and what people are saying about you. This drives better decision making and response times. Air PR is software that compiles market data and helps you block all of the noise, uncovering the most meaningful insights.

Air PR’s reporting tool allows you to generate reports, schedule email alerts for key activities, understand what resonates in the market, and benchmark progress. By understanding your power of voice against competitors, you can develop better online marketing strategies.

Other top features:

  • PR measurement and attribution
  • Content PR analytics software
  • Media monitoring tools
  • Brand insights and reputation
  • Crisis management

Pricing: Free with upgraded features available



Coverage Book

Coverage Book automates reports based on your brand’s media coverage. Understanding how your coverage map compares with your competitors gives you the ability to focus on increasing your coverage to make sure you have enough brand visibility.

Coverage Book is accessible on a variety of platforms, so it’s available wherever you are. On your way to a meeting, waiting for a flight, or last-minute follow-ups before bed, Coverage Book is there.

Other top features:

  • Search for coverage by clients, times, or trends
  • Customized reporting
  • Measurable metrics

Pricing: From $99/month


social media tools for business by Hootsuite


Hootsuite is a social media aggregator that consolidates all of your accounts into one stream. With only one platform to manage, you save time by posting to all of your social media accounts at once. You can quickly identify trends without going to each account separately.

Hootsuite is also a media relations tool that allows you to track your ROI and brand mentions, giving you the ability to protect your reputation and respond to posts.

Other top features:

  • Scheduled posts
  • Follow topics
  • Team assignment workflows
  • Run contests
  • 250 app integrations

Pricing: Free with upgraded features available

I would say that my go-to and essential online PR tool is Hootsuite, a platform that enables and enhances the ability to schedule, monitor and track social media activity on Twitter, FB, LinkedIn and the like.

The great thing about Hootsuite is that for businesses that such as ours, which are somewhat limited regarding marketing manpower, we can schedule our posts ahead of time in a convenient and organized way. Hootsuite also offers excellent tools for keyword monitoring and analytics tracking which allows us to easily and efficiently evaluate the success of our content and

In the month after we began using Hootsuite, we saw a 40% boost in engagement on our Facebook statuses. More so, using the analytics tools we learned that our Facebook fans were twice as likely to click on our Amazon product links as they were the product pages on our own website. We’ve since begun focusing on Amazon links through social media, which has helped significantly increase sales and conversions.

Caleb BackeMarketing Director at Maple Holistics


Adaptly energizes campaigns across social media platforms. The Adaptly media relations app provides campaign optimization for different social media, boosting your campaign efficiencies specific to each platform.

Other top features:

  • Dedicated support
  • Tailored media plans
  • Campaign performance reviews

Pricing: Contact for pricing


PR Newswire

PR Newswire helps you achieve your communication goals with the most extensive distribution network in the promotion industry. You can securely manage and distribute your content with this PR tool by using their Online Member Center. Multimedia management builds engaging content, and proofreading services help you check your content for accuracy before you send it.

Other top features:

  • Most extensive press release distribution network in the industry
  • Media Studio
  • Editorial Services
  • Press Releases

Pricing: From $129/release

Bonus Tips From PR Experts

Two of my favorite PR tools are Cision and BuzzStream.

We just recently started using Cision, and it has been much easier to identify influencers and find their contact information. Our process of building media lists has been shortened by several hours for each project we do. Cision makes it so easy to organize contacts, search editorial calendars, and focus email campaigns.

Buzzstream has also been valuable in producing large lists of media contacts quickly, but it’s been more helpful in streamlining media outreach and email marketing campaigns. BuzzStream recently introduced “sequences,” which allows you to schedule emails, monitor response and open rates, and send all of the followups that you might need, depending on whether or not your audience responds.

The members of my team have saved several hours per project as a result of BuzzStream sequencing, which results in a massive boost in our productivity and potentially thousands of dollars collectively saved a month.

Harrison BradyCommunications Specialist at Frontier Communications

As someone who is focusing on PR and link building right now, I can say that these are my favorite tools: HARO, Source Bottle, and PitchRate.

I am responding to journalists’ queries because it’s:- free. When you are given a small budget, the cost or each PR effort becomes a pain point during marketing planning.

When a tactic is free, it is a lot easier to act upon it.- quick.

No one is expecting an essay from you. All you need is to share your expertise on a certain topic and make it a newsworthy few sentences. – It is relevant. You only respond to the queries that are relevant to your expertise, therefore, cementing further your thought-leadership position in the industry.

My hard results are 11 quality backlinks within a month which increased our domain authority, ranking position in search as well as drew traffic to the website. Another significant point is that I can always repurpose unused (by journalists) pitches for a blog post

Ksenia NewtonDigital Content Manager at CrossCap

I have two big favorites, Meltwater and HARO.

Meltwater is excellent because it lets me create search options for different categories. Personally, I combine the use of tags and searches to create dashboards that make quarterly reporting a breeze. As long as I keep tagging relevant articles, reporting is automated.

On the other hand, HARO is great when you are trying to look for new pitches or want to help journalists out.

I say, look for new pitches because reading through the reporter requests sometimes makes me think of information a different way and helps me keep creative.

Diana VillegasInternational PR Manager at InnoGames

Since I run a boutique agency, I try to find tools that cut some of my overhead costs. A few of my favorites are Google Alerts, HARO, and Canva.

I love Google Alerts because it allows me to monitor client news and mentions in real time. Not only does this tool save me time on research, but it is also entirely free!

One of my clients was mentioned in an article with Beyonce wearing her swimsuit, and Google Alerts notified me before the journalist.

HARO is an amazing tool to utilize. It is the perfect matchmaking sight because it pairs the story with the narrator. This tool helps alleviate some of the cold calling! Thanks to HARO I have garnered a few placements for my clients and company.

Canva is marketing and PR haven. This tool helps the create beautiful graphics for both social media and presentations! Many of my company Instagram posts are created with one of the 1000s of templates they provide.

Tiffany CadoganCEO & Founder at Sapphire Ink PR

Summary of public relations tools and techniques

With so many pr software solutions available on the market today, it’s hard to make sense of what they all do and which ones are the best.

Management & Collaboration – This software helps you manage your relationships by providing a deeper understanding of contact profiles. Boost brand engagement by collaborating with the contacts who are most interested in a particular industry problem or solution.

Planning – By aggregating data, these relational tools provide insights into the emotions of the consumer, helping you to prepare a more effective online marketing strategy. By understanding your key influencers and your voice in the market, you can target the correct channels to increase your brand reputation.

Writing and Grammar – Perhaps the most valuable of all programs, these resources edit your content for readability, reading level grammar, and spelling. They can even help you develop engaging content to interest your readers and optimize your blog for search.

Outreach – A wide array of media relations tools exist for outreach including sharing, publishing, tracking email, following up, searching for media sources, gaining additional contacts, and finding primary influencers.

Design – Without the help of an expensive photo editor or knowledge of photo editing, these applications can build banners, profile pics, online marketing campaigns, and more with just a series of clicks. They’re always the right size and format, and they’re easy to use.

Monitoring – Public relations tools for monitoring help you monitor your brand reputation, influence, industry, and competitors. By knowing what people are saying about you and how your competitors are performing, you can develop a strategy to outperform, and you will know where to focus your energy.

Analysis – This software gives insight into brand reputation, competition, and industry news thru all different types of pr. They drive better decision making, help you understand your power of voice, and enable you to be proactive by building crisis management plans.

Presentation – How your brand is presented online is critical. These presentation tools report your media coverage and what people are saying so you understand how they feel and can present your brand accordingly.

Promotion – These aggregate all of your social media platforms into one feed so you can promote easily, quickly, and efficiently to all of your followers across all channels.

While there is no single public relations tool that is right for all PR professionals, hopefully, this list gives you a great starting point.

More reviews coming soon including:




Source Bottle