The question desk
In the fast-paced world of public relations, having the right tools can make all the difference. We've gathered insights from PR Managers and Senior Publicists to share their indispensable tools for excelling in their roles. From Meltwater to BuzzSumo, here are the tools that these professionals can't live without.
One tool I can't work without is Meltwater. This platform helps me connect with customers on social media, track PR efforts, and create specialized content. It includes features like media monitoring, a media database, and social influencer management. It also assists in managing our brand and communicating with the press through media relations.
Another great tool I rely on is Prezly. It offers a complete suite of public relations software. With Prezly, I can create an online newsroom, pitch our company’s story, and track media coverage. It also helps me develop attractive campaigns and includes features for email personalization. I can easily send follow-up emails based on consumer behavior.
Faizan KhanPublic Relations and Content Marketing Specialist · Ubuy UKOne PR tool that allows me to manage the entire team and interact with media professionals to answer journalists' and reporters' queries is the HARO platform. Besides providing me with a pool of opportunities to create buzz about the brand and its distinctive offerings, HARO assists me in gaining backlinks and building my authority in the industry as a thought leader.
Finding opportunities for collaboration and brand growth has become easier with Connectively. Connectively provides me with a suite of favorite features that allow me to search a feed of queries from journalists and pick the most relevant ones for my niche industry. It also allows me to send pitches and track them within the app, and so much more.
Rick AlcantaraPrincipal · Rick Alcantara ConsultingDaylite by Marketwatch is a robust and easy-to-use CRM platform for Mac users. It features mobile and desktop calendars, a contact database, opportunity pipelines, project boards, task lists, and notes. It integrates with Outlook and Apple Mail. Virtually everything in the platform is customizable. I particularly like that it allows me to create project estimates and assign contacts to customized groups.
When you create a contact in the database, not only can you track their contact information but also add custom fields and link them to a company, project, opportunity, and individual or group that's already in your system.
It's absolutely worth investing in systems that improve agency productivity—whether a CRM system like Cision, or reporting software and clipping services to aggregate and analyze editorial placements.
While costly, these investments drastically reduce hourly labor for our staff and free us up to focus our energy and time on more creative and strategic projects. Our clients benefit across the board, both in terms of broader media access and more informative reporting.
Ksenia EreminaPR Manager · HypeFactoryI use Qwoted every day and am absolutely satisfied with what the platform offers. Various authoritative outlets submit thought-provoking requests for expert opinions. Competition for journalists' attention is high, which motivates us to provide unique expert opinions. Even if we don't always get mentioned in a publication, it still increases awareness of our company among reporters, with whom we can continue to build relationships in the future.
Muck Rack is at the top of the list when it comes to platforms that have taken our efficiency to the next level. It's essential for building media lists and has streamlined our outreach process. The fact that you can now add notes to each contact on your media list greatly assists with genuine pitch personalization. We also utilize the media alert functionality and pull monthly coverage reports to share with clients. Transitioning to Muck Rack has been a real game-changer for our agency.
Mohammed KamalBusiness Development Manager · OlavivoBuzzSumo is an essential tool, offering valuable insights into content performance, influencer identification, and trend analysis. It helps users determine which content engages audiences, guiding effective product-promotion strategies. Additionally, BuzzSumo facilitates the discovery of influencers in specific niches, aiding in the establishment of partnerships that enhance marketing efforts.
