Public Relations (PR) Tools Overview
What are PR tools?
PR tools are used to manage the public relations process. They usually encompass things like a PR contact database, a news monitoring service, automated press release distribution, and results measurement. Tools with robust analytics are useful for agencies who need to justify ROI to their clients, or for agile marketers who are testing different approaches to brand awareness and reputation management.
Although some products serve multiple use cases, most PR tools are strongest in one of the following areas:
content creation, editing, and optimization
identifying and leveraging influencers, journalists, and other press contacts
media monitoring, including competitive intelligence
PR Tools Features & Capabilities
Database of journalists and influencers
Tools for finding contact details
Tools for distributing and monitoring press releases
Tools to find curated lists of media opportunities
Media coverage reporting and monitoring
Support for coverage in multiple languages
Measurement and analytics dashboards
PR software includes many single-function point products that can do, for example, press release distribution, or press release monitoring. However, enterprise software packages that span the entire set of PR capabilities are usually priced per seat. The cost of a single seat can range from $5k per year to over $10k. Additional seats are typically significantly cheaper.