7 PR Tools That Will Help You Earn And Track Media Attention

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The PR industry is rapidly evolving, and it can be difficult to have the necessary resources to stay ahead in today's fast-paced landscape. In the past, a fixed fee would suffice and both parties would agree that it is necessary. However, in today's media landscape, that approach is not enough. It is crucial for companies to embrace the technological and analytical aspects of content distribution and other areas for their success. Failing to acknowledge this reality will cause you to fall behind competitors who are utilizing the most up-to-date and effective resources available. Here is an updated list, different from the one I wrote in 2018, that should assist you in identifying some of the top tools to navigate and thrive in this new era of PR.

I've been acquainted with Greg Galant since he launched the Shorty Awards, and he has consistently shown his commitment to developing a reliable platform like Muck Rack. Thanks to their recent funding of 180 million, and the support they now have, they are well on their way to becoming an all-inclusive PR tool. Muck Rack offers a wide range of useful features that include a thorough journalist database. This database enables you to easily find relevant contacts and access their contact information, social media profiles, and recent articles. With this valuable resource, you can accurately identify suitable journalists for your media outreach, create media lists, and effectively manage relationships with the press.

I had the opportunity to collaborate with Prowly previously, and I was immediately amazed by their work. They developed a PR and content marketing solution that streamlines PR processes and enhances relationships with the media. Eventually, SEMRush, a reputable SEO tool, acquired them. This convergence is expected to provide excellent outcomes by merging search and PR capabilities. The platform encompasses functionalities such as handling media contacts, crafting visually captivating press releases, and disseminating content.

Onepitch is a handy tool for PR experts to streamline the process of connecting with journalists. While reaching out to journalists is generally straightforward, it can take up a lot of time. Onepitch simplifies things by helping users create and send concise and targeted pitches directly to journalists. This not only saves time and effort compared to traditional outreach methods but also increases the chances of success thanks to its extensive journalist database. The database provides insights into journalists' preferences, enabling users to easily identify the appropriate contacts for their specific stories. Moreover, Onepitch offers a user-friendly and intuitive interface, making it easy to navigate and utilize efficiently.

Certain public relations tools can enhance your effectiveness and achievement in implementing your plan. Conversely, there are also tools that offer essential, evidence-based feedback on the efficacy of your strategy and how to enhance it. Onclusive specializes in the latter aspect. Although I have not personally collaborated with Onclusive, I have utilized their services during their previous incarnation as AirPR. They provide advanced metrics and insights that aid in comprehending the extent and impact of your public relations campaigns. Onclusive monitors and examines media coverage, engagement on social media platforms, website traffic, and other significant metrics. These concrete figures facilitate the process of making informed decisions based on data and evaluating the worth of public relations for your organization.

PrPropel is a tool for managing and optimizing your public relations endeavors. With this platform, you can easily locate journalists and influential individuals who are relevant to your field, present your story ideas to them, and effectively maintain relationships with the media all in one convenient location. Propel offers various capabilities such as customized email outreach, monitoring campaign progress, and efficiently handling media responses. These features enable you to establish solid connections with journalists and enhance your media exposure to its fullest potential.

Although not specifically designed for PR purposes, Grammarly is an indispensable tool for any PR professional or communicator. Effective PR relies heavily on good writing skills, and Grammarly assists in improving your writing by detecting grammar and spelling mistakes. Its functionality goes beyond catching obvious errors – Grammarly also highlights passive voice usage and suggests ways to make your writing more active. Given that it is often impractical to send every email or written communication to a human editor, Grammarly offers a convenient solution for a quick and reliable double-check prior to hitting the "send" button. Taking the extra step of using Grammarly is well worth it, as it ensures that your press releases, pitches, and other written materials are polished and error-free, which greatly enhances your credibility and professionalism.

Cision provides an all-inclusive system for managing media relationships, tracking media buzz, and sharing content. Through Cision, you can locate and establish connections with appropriate media associates, monitor news coverage across various platforms, and disseminate press releases. Additionally, it offers advanced analytics tools to assess the impact of your public relations endeavors. Cision's software boasts a strong history of success and is relied upon by PR firms, businesses, and governmental institutions globally.

To be honest, I must admit that the PR industry has become more difficult than ever before. It's a sad truth because the way journalism and media function has changed due to advancing technology. Nowadays, there are fewer reporters in numerous publications, and the competition is fierce. However, there is a silver lining since there are now specialized resources available to assist you in crafting better pitches, connecting with journalists, and monitoring outcomes. With the continuous development of these tools, you and your team can integrate them into your workflow and achieve remarkable results. By carefully selecting and utilizing the most suitable PR tools for your specific needs, you can attain greater success and truly stand out in this field.