PR Tools: Key Strategies for Effective PR in 2024

If there's one thing that most people who work in public relations couldn't live without, it's the PR tools that make the job easier.

These tools are the key to press release distribution, the secret to getting more media coverage, and the software that makes it possible to keep an eye on everything happening across social media.

In short, they could transform your PR efforts.

We're not one for gatekeeping, so we're here to share those strategies with you – as well as naming the best PR tools on the market right now.

We tend to think of these tools as strategic weapons that have all sorts of powers.

They help businesses manage their public image, engage with target audiences, and build or maintain a strong reputation.

There are loads of other benefits to using a PR tool too – we're thinking along the lines of making work days easier, increasing credibility, and fostering better relationships with customers.

First Steps to Choosing The Right PR Tool

The market for public relations tools is crowded, but we do have a few favorites.

Each tool has slightly different strengths. For example, some will be great if you need help to manage press releases, while others are better for social media monitoring or crisis management.

You can't go too wrong though, as all public relations tools are there to help you communicate your brand's message.

As we move through this guide, we'll help you find the PR software that best aligns with your specific goals.

It's worth taking time to pinpoint the right mix of tools, as this will not only supercharge your overall PR strategy but also make it easier to measure and track results.

Our aim is to leave you feeling like an expert and knowing which PR tool is best for you.

We also want to help you confidently develop and put into place a PR plan that takes your brand to the next level, so we won't waste time – let's get started.

Understanding PR Tools

Before we can tell you all about the best PR tools on the market, let's think about why most PR professionals can't live without them.

There are a few overall benefits to consider first, and these benefits alone generally make them worth the money – as you'll usually have subscription costs to consider.

After that, we'll look at the different types of PR software on the market right now. These tend to fall into a few different categories, and the type of tools you need will depend on the specifics of your business needs.

The Role of PR Tools in Public Relations

A PR tool is nothing if not a handy helper that will allow you get your work done quicker, and with less stress.

They are designed to help you smash those communication goals with ease.

The best PR tools on the market will help you monitor, analyze, and report on your media outreach efforts, while also keeping you in the loop when it comes to your brand's reputation.

But one of the main reasons that we love PR tools is that they make managing media relations so much more straightforward.

Reaching out to journalists and publications becomes instantly more manageable if you can have a tool with a built-in media contacts database and the ability to track media coverage and pitch press releases.

And that, right there, is one of the main advantages of using PR tools. They can help you build and maintain strong relationships with journalists, influencers, and other stakeholders.

They are also amazing for social media management, providing features like social listening, scheduling, and analytics.

Let's kick things off by looking at those features in more detail.

Types of PR Tools

If you've had a quick look on Google, you'll know that there are a lot of PR tools to choose from.

The choice might seem quite overwhelming at first, but we have a few tips for whittling it down to the apps that are best for your own particular business

First, let's think about the different features available.

Deciding which of these are most important to you will help in knowing what to look for in a PR tool.

Media Monitoring

These tools help you monitor media coverage and track your brand mentions and news coverage across a vast network of media outlets. Think traditional print media, online platforms, and broadcast channels.

Some great public relations tools with particular media monitoring capabilities include CisionOne, Mention, and Meltwater.

Media Relations

Tools in this category mainly focus on building better connections between PR and journalists/influencers.

Platforms like Prowly and Muck Rack will help you create targeted media lists, send press releases, and analyze coverage results.

Social Media Management

Are you posting regularly across multiple social media platforms, and trying to stay on top of all of the comments and DMs about your brand? A great management tool can help you stay organized.

Typically, these will allow you to curate a custom dashboard where you can see comments, brand mentions, and follow relevant hashtags.

Some popular options include CisionOne, Hootsuite, and Sprout Social.

Content Creation & Distribution

Another task that has been fully optimized thanks to some smart PR tools is press release distribution.

In this category, you'll find tools that assist with every part of the press release process – from creation to editing and distribution.

What's great is that these tools tend to be at the forefront of technology, using AI to help automate content if you get a bit stuck. Oh, and they can also help with other types of content, too – like articles and blog posts.

Some great options in this category include PR Newswire, Outbrain, and PRWeb.

Analytics & Measurement

When you're trying to optimize any online task, analytics and data are usually the key to checking what's working, and what's not.

So, it's no surprise that analytics are also an important feature when it comes to public relations tools.

These tools offer data-driven insights and enable PR professionals to measure the effectiveness of their PR campaigns.

The best thing is that analytics are even accessible to businesses with limited budgets, as many options - like Google Analytics, or the built-in analytics provided by social media platforms – are often free.

Other options in this category include Klipfolio and TrendKite.

Media Databases and Contacts

Out of all the PR tools available, the one that most PR professionals can't live without is a media database.

This might sound sophisticated, but it's not – it's essentially just a resource of up-to-date contact details for journalists and other media outlets.

You basically have two options here. You can either create your own media database, or you can enlist the help of a PR platform that will give you access to all the contact information you need for PR outreach.

Let's start by looking at how you might create your own database or media contact list, before sharing some tips for the best communications strategies once you have a database in place.

Creating a Comprehensive Media Database

There's no two ways about it: an up-to-date media database is a must-have in any PR toolkit.

This is your little black book. It's going to guide your media relations and make the process of contacting journalists feel smooth and stress-free.

You can create a media database without using public relations tools (or in other words, software), but it will be a task that requires some time and effort.

Start by identifying relevant journalists and media outlets.

Research and list the key journalists and media outlets covering your industry or niche. Be sure to include a mix of local, national, and international media, if appropriate for your brand.

Next up, gather contact information.

The best PR tools will make this part of the process really quick and simple, as they often have built-in media databases that you can simply search for contact details.

Either way, collect up-to-date contact details — such as email addresses, phone numbers, and social media handles — for each journalist and media outlet on your list.

Even if you don't have access to a PR tool with a media database, you should be able to find this information on their social media platforms or website. Another good place to look is under the bylines of each individual journalist.

Next up, it's time to categorize! Organize your media contacts list into relevant categories, such as topics, regions, or audiences.

Devoting a little time to categorization will help you quickly find suitable contacts for your specific PR campaigns.

Finally – and we can't stress this enough – keep your list updated.

Your media database is only valuable and useful if the information is correct, so check for updates and changes to contact information. Also, don't forget to add new contacts when appropriate.

Do all of that, and you'll soon have a media database that will help you get in touch with the right journalists and media outlets, making it more likely you'll get media coverage for your organization.

Managing and Building Media Contacts

Now that you have list of contacts, the key to building on them is to develop mutually beneficial relationships with media outlets and journalists.

First, you'll want to personalize your approach so that journalists feel that they know you and recognize your name in their inbox. That way, they're far more likely to open your email and read your press release.

Next up, make sure that the information and press releases you're sending to each individual journalist is relevant to their publication. This will increase the chances of your pitches being accepted and covered.

Keep an eye on your inbox and be ready to be your most helpful self – that means replying promptly to any inquiries or follow-up questions from journalists.

Be sure, too, to stay professional and aim to provide credibility by providing all those little details that might be useful for their coverage.

Remember, you can build your relationship with journalists elsewhere too. For example, you could follow them on social media, or read their newsletter if they have one. Throw in a comment occasionally, or share their articles with your own audience.

This will keep you top-of-mind when they're looking for sources or stories related to your industry.

Finally, track your efforts. Keep a record of your interactions with journalists, including when you've sent pitches and received responses.

Follow up once or twice, but not too many times – try to keep things helpful without going overboard.

You can always adjust your contact strategies if they're not working, too.

For example, if there's a journalist who never responds to press releases, perhaps you could invite them for a coffee as a way of personal introduction, so that they have more context for your emails in future.

Press Release Management

For most PR professionals, press releases are part of everyday life. Maybe not the most exciting part of everyday life, but still an important one.

Even in the age of social media, a good old-fashioned press release is generally considered to be an essential method of getting your brand's news out into the world.

There are a few reasons for that.

With a press release you can control the narrative, which isn't true of most other information sharing platforms (social media, we're looking at you).

There's also plenty of space to include all of the necessary detail, links, and contact information.

Let's look at how to create press releases that both demand attention while also including all of the necessary information.

After that, we'll share some tips for getting your press releases into the inboxes that matter.

Crafting Effective Press Releases

Whether you're crafting your first press release or you've been doing it for years, there's a bit of a formula to follow.

You want to put a strong headline that grabs the reader's attention right there up at the top.

Include the most important information in the opening paragraph – the who, what, when, where, and why of your announcement.

Be concise and factual in your writing, and break up long paragraphs for readability.

Remember, the goal is to make it as easy as possible for journalists and other readers to understand your news.

If you're getting stuck, some PR tools can automate press releases with the help of AI – all you need to do is check and tweak the content so that it aligns with your brand's tone and voice.

>> Read our tips for writing great press releases here!

Distributing Press Releases

Once you've crafted your press release, it's time to get it in front of your target audience.

You can either automate this step with the use of a PR tool, or you can manually send out your press release to that media contact list you created earlier – the choice is yours.

Simply personalize your email pitches by addressing the recipient by name, and briefly explain why your news is relevant to their audience.

Remember to keep an eye on your inbox, and respond swiftly to any follow-up questions or requests for more information.

If you want to go that extra mile, take your news over to social media for an extra boost in visibility.

To do this, share your release on your company's social media channels and encourage employees to do the same.

Press Release Distribution Channels

If you choose to use PR software to reach your contacts, there are several handy platforms you can use to distribute your press release.

Newswire services

First up, there are newswire services like PRNewswire or Business Wire that distribute your release to a wide audience.

Industry-specific distribution

Secondly, you could aim for industry-specific distribution, which means reaching out to websites or publications tailored to your niche or industry.

Local media

Another option is to go for local media – targeting local newspapers, radio stations, or television news outlets.

Owned channels

Finally, you can use owned channels to distribute your news. By that, we mean your company's own social media channels, website, or newsletter.

Remember: It's OK to Mix Things Up

You can of course use a combination of tactics, too!

Most PR professionals will use a newswire service in order to get a good amount of general distribution for a press release, but either kick things off or follow it up with a few personalized emails to key journalists that they hope will cover their story.

Media Monitoring and Analysis

Another task that most PR pros will be doing on the daily is keeping an eye on the media for things like brand mentions, industry trends, and any other news that could be relevant to their business.

If you're working for a very small company, you could probably keep on top of this task with a couple of free tools and little else.

However, if you're managing public relations for a larger brand or lots of different clients, you'll need some PR software to make sure that no media mentions are missed.

Some of the best PR tools include media monitoring as part of a bigger package. Below, we'll tell you about our favorites before looking at how to make the most of a media monitoring tool.

Real-Time Media Monitoring Tools

Media monitoring is essential for staying updated on your brand's public presence and reputation.

And, as you might have guessed by now, there's a PR tool that can help with that.

These tools will give you alerts that help you spot mentions of your brand as they happen.

They're also great for identifying trends, patterns, and opportunities.

Here are a few media monitoring tools that you'll hear mentioned regularly.

CisionOne

CisionOne is a sophisticated tool with a huge range of powerful features. As well as powerful media monitoring, it can provide extensive media intelligence and insights.

Brandwatch

This much-loved platform focuses on social listening and audience analytics to improve your brand's online engagement.

Hootsuite

A popular option especially among younger and trend-driven brands, Hootsuite offers an extensive platform for social media listening, scheduling, and reporting.

Analyzing Media Coverage and Mentions

To make the most of your media monitoring efforts, it is crucial to analyze your media coverage and mentions.

By doing this, you'll get a feel for the effectiveness of your PR campaigns and be able to identify areas for improvement.

It's also a good chance to spot new opportunities for engagement.

As part of your analysis, you're going to want to think about factors like sentiment, volume, and sources.

By sentiment, we mean is your brand receiving positive, negative, or neutral media coverage? Sentiment analysis helps you understand the public's perception of your organization and tailor future content accordingly.

As to volume, track the number of media mentions and evaluate if your PR efforts are resulting in increased visibility and recognition.

Assess which sources (for example: newspapers, websites, social media platforms) are mentioning your brand the most, and capitalize on these key platforms for future campaigns.

Finally, do a bit of competitor comparison.

Compare your brand's media coverage to that of your competitors. This comparison can help you identify areas where your rivals may be outperforming you and guide your strategy.

Engagement and Outreach

Without a doubt, the rise of social media has transformed the world of public relations.

These days, most companies have an active social media presence and it's fair to assume people are talking about your brand online.

This means communication strategies that include social media management are essential.

It's also why having a PR tool that notifies you in real time about conversations or posts relevant to your brand could be a game-changer.

To get you started, here are a few ideas about how you can really get the most out of social media – including partnering with influencers and building relationships with the media outlets that matter.

We'll also look at some of those in-the-know social media tools that make the lives of PR pros a little easier.

Using Social Media for PR

In order to give it your best on social media, you will need to invest time and money in social media monitoring and management.

If you track your brand's mentions then you know what's being said about your company.

Social media monitoring tools can help with this, as they give real-time updates and valuable insights on customer sentiments and emerging trends.

You can also make things easier by managing all of your social media accounts in one place using an all-in-one tool. These kind of tools allow you to schedule posts, monitor engagement, and track analytics.

Keep a few golden rules in mind, and your social media presence will appear polished and professional.

First, share quality content.

Next, focus on consistent branding when it comes to visual identity and messaging.

Lastly, aim for active engagement – keep on top of your replies to messages and mentions.

Conducting Influencer Outreach

Influencer outreach basically means partnering with influencers who are respected and have a dedicated following in your industry.

These influencers can help boost your PR efforts and extend your brand's reach.

You can use social media monitoring tools to find key influencers within your target market or niche. For example, perhaps you're a fashion brand and an influencer is already tagging you in their outfit of the day posts.

Next, build those relationships. Engage with these influencers on social media by liking, sharing, and commenting on their content.

Don't be shy – get in contact and pitch collaboration ideas, such as sponsored content, product reviews, or joint live events, that would be valuable for both parties. These partners could soon be as valuable as your traditional media contacts.

Finally, track results. Look at the engagement data (likes, shares, and comments) to measure success and adjust your strategy accordingly.

Cultivating Media Relationships

Lastly, maintaining strong relationships with various media channels is a critical aspect of PR.

This means keeping on top of that media contacts list – and adding new journalists, editors, or influencers as you come across them.

Don't stop sending out those press releases. These are a great way to announce company updates, product launches, or other newsworthy events to the media.

You could also try offering the media exclusive interviews, articles, or access to events.

Timely responses are important with the media, as deadlines can be strict – always respond promptly to media inquiries and fact-check information to prevent misinformation.

Finally, media monitoring will help you stay up-to-date with industry news and trends, so don't skip it.

Measuring PR Success

Once you've nailed down your public relations strategy, it's important to make sure that it's actually doing its job.

You're probably hoping to see things like an increase in media mentions, more customers browsing your web pages, and a boost in sales.

Unsurprisingly, there are tools that can help with this too.

Below, we'll look at some of the metrics that reveal to PR professionals how their outreach process is going.

We'll also look at some super helpful analytics and reporting tools you can use to decode the things like social media engagement and activity on your website.

Key PR Metrics and Reporting

It's essential to track key PR metrics and generate comprehensive reports in order to measure the success of your public relations efforts.

Consider metrics like media coverage, social media engagement, website traffic, and lead generation.

Utilizing Analytics and Reporting Tools

You can, of course, use a variety of analytics and reporting tools are available to help you measure those key metrics.

Google Analytics is a popular choice for tracking website traffic and user behavior.

Platforms like CisionOne, Brandwatch, and Hootsuite can also provide in-depth data with a user-friendly interface, so it's worth getting deep into the data on those tools if you're already using them for other tasks.

To create comprehensive reports, you can use tools like CoverageBook for media coverage or Muck Rack for media trends and insights.

You can also combine the results from different tools to give you a more varied overview of your efforts.

However you tackle the task of reading the data, the goal is to identify areas where your public relations efforts are succeeding and areas where there is room for improvement.

Keep a close eye on these measurements and you'll soon know whether your meeting your goals.

The Last Word on Effective PR Strategies and Tools

As you reach the end of this guide, you'll see there are so many ways PR tools can help with a public relations strategy.

Whether you choose to use a tool to help with getting your press releases out into the world, or one that helps you find conversations about your brand on social media, we hope you find one that helps to boost or ease your PR efforts.

One thing we know for sure is that most PR professionals use these tools everyday and find them transformative in terms of business results.

If you make the most of your chosen tool, you can bring in impressive results too.

PR Tools: Essential Strategies for Effective Public Relations in 2024