The Best PR Tools for Public Relations Professionals in 2021

Felix Yim

October 2, 2021

It’s no secret PR and media is a lucrative field. If you’re just starting out in this space, then this list of PR tools will help you get your client’s name and news out in no time. This list focuses on on ot the main aspects of public relations is the press release side, but we also cover a few other tools that provide communications and data analytics too which can be helpful.

Here’s our list of the best PR tools

1. Prezly

Prezly is a PR publishing platform for communications professionals. The platform allows you to publish press releases and other stories in your own branded online newsrooms, plus you can send email pitches from directly within the tool. Allowing people to create content and earned media opportunities from that content — in the same tool — makes this product a unique addition to a business’s PR team.

Keep in mind that we may receive commissions when you click our links and make purchases. However, this does not impact our comparisons and recommendations. We try our best to keep things fair and balanced, in order to help you make the best choice for you.

Key features 

  • Discover relevant journalists, media outlets and more
  • Create newsrooms
  • Affordable pricing
  • GDPR friendly 
  • Target and personalize outreach
  • Monitor news, broadcast and social media
  • Collaborate with teammates

Cons 

  • No press release templates provided 

Pricing 

Prezly starts at $50 a month 

2. Muck Rack

Muck Rack’s software enables PR teams to effectively find the right journalists for their stories, send customized pitches, collaborate as a team, and quantify their impact.

Muck Rack is also the solution of choice for journalists, who use their free, automatically updated portfolios to showcase their work and to provide information about what stories they’re looking for, their personal interests and how they prefer to be pitched.

Key features 

  • Discover relevant journalists, media outlets and more
  • Target and personalize outreach
  • Monitor news, broadcast and social media
  • Collaborate with teammates

Cons 

  • Can’t export emails
  • Premium pricing 

Pricing 

Pricing available upon request 

3.Meltwater

Meltwater is a PR and social media monitoring tool that allows managers to interact on social media, curate content, track competitors and emerging stories, and measure the results of their efforts. Meltwater’s pricing depends on the client and their individual requirements, but plans have been known to have a yearly cost of $6,000 or more.

Key features 

  • Discover relevant journalists, media outlets and more
  • Target and personalize outreach
  • Monitor news, broadcast and social media
  • Collaborate with teammates

Cons 

  • Can’t export emails
  • Premium pricing 

Pricing 

Pricing available upon request 

4. Mention 

With Mention, you input your company name, an executive’s name, or other information you want to monitor and the sources or sites you want to monitor. You can then get desktop or mobile notifications and emails when someone mentions the brand. In addition, you can manage your social media accounts from the dashboard and respond, favorite, or complete other actions through the dashboard.

Key features 

  • Get brand mention alterts
  • Social media publishing 
  • Analyse social media data 

Cons 

  • Limited PR functionality 
  • No press release outreach feature 

Pricing 

Mention is free to use with limited usage. 

5. Cision

Cision is one of the oldest and well – known PR tools available. As an early tool in this space, Cision boasts a database containing more than 1.6 million journalists, influencers, and editorial contacts, The platform provides advanced distribution, tracking, and analyzing features to make sure you never miss a mention or fail to prove the value of your agency’s PR efforts. 

Key features 

  • Press release distribution 
  • Detailed reporting
  • Cloud communication management 
  • Enterprise pricing 

Cons 

  • Premium pricing 

Pricing 

Pricing available upon request 

6. Wizikey 

Wizikey is a Cloud-based Content Marketing & PR platform. It works seamlessly to get the right information to the right journalists, helping businesses to have relevant visibility. It helps businesses identify the relevant journalists and create meaningful relationships with them and grow their business. Their intelligent email systems will keep you intimated when the journalists have opened, replied and whether they are interested or not in your stories.

Key features 

  • Press release distribution 
  • Reporting 
  • Dedicated PR manager

Cons 

  • Premium pricing 

Pricing 

Pricing available upon request 

7. Mynewsdesk

Mynewsdesk public relation software is based on the cloud and is easy to use for the people also who lack any technical know-how. This helps in enhancing digital communication with key brand influencers and relevant media professionals. Users can manage and centralize their entire PR activities in a single place. It helps you to build and design a SEO-friendly newsroom to ensure efficient press release publication & distribution. Mynewsdesk features auto-update media list that facilitates targeting the most relevant and key media personalities or influencers/journalists. This PR software offers data-driven business analytics to measure your PR outcomes. It enhances your media coverage.

Key features 

  • Press release distribution 
  • Reporting 
  • Dedicated PR manager

Cons 

  • Premium pricing 

Pricing 

Pricing available upon request 

8. PR Underground

PR Underground software is a platform used to manage press releases and can publish them on 80+ online news sites. The software offers a branded newsroom, with links to your releases, images, video, and your social media profiles. The software offers a secure platform to optimize the SEO to increase the online visibility of your business. Small and Medium companies make use of the software.

Key features 

  • Press release distribution 
  • Reporting 
  • Dedicated PR manager

Cons 

  • Premium pricing 

Pricing 

Pricing available upon request 

What to look for in a PR tool? 

When looking at a PR tool, the number one feature to look for is their database size and press release feature. Although you won’t find many tools that openly show their database size, the ones that do are usually the ones with the largest available, such as Cisco. Always ask for a trial period too first, so you can see how up to – date the data is inside too, as there’s nothing worse than an outdated database, which would only result in a high bounce rate for your press release. 

Final thoughts 

To wrap things up, final a PR tool that has a large database, so you don’t leave any potential media outlets out. The perks of going with a large, reliable company, despite having to pay a higher premium, is that you will have a higher chance of the press release getting picked up, and that, at the end of the day, will mean you get better results for your clients.

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