Building public relations is crucial to every business. Whether it’s promoting new products through social media or writing a PR statement about a new product, companies must utilize their media platforms and reach out to the media to help build awareness of their business to potential customers they could get through media coverage. It may be a daunting task to reach out as there are so many people working in the media. Thankfully, PR software help companies reach out to the media through various streamlined services. Here are some of the best PR software available.
12+ PR Software
1. Newswire
2. Cision Communications Cloud
3. Prezly
4. Prowly
5. Agility PR Solutions
6. NinjaOutreach
7. MuckRack
8. Critical Mention
9. Meltwater
10. Wizikey
11. PressRush
12. TrendKite
13. PRgloo
What Is PR Software?
Public relations (PR) is an organizational practice of managing and disseminating information about the organization to the public. In a business context, such information usually includes an announcement of a new product and service from the company and updates of an ongoing event involving the said company. The aim of public relations is to build an increase of the company’s presence to the public by using mass communication through traditional media and social media. PR software help companies to reach out to contacts such as journalists, influencers, content creators, and celebrities about their recent developments. PR software help companies to reach out to the media and ask for coverage or promotion of these developments.
Benefits
Public relations can be a double-edged sword especially when a company has to do risk management and tackle a public crisis that may affect its reputation. But the benefits of public relations outweigh the cons. PR can bring awareness to the company’s presence to the public. It also helps build the credibility of the company when they often utilize PR in their business operations. Simply put, it enhances customer service when customers trust a company that makes their existence known in public communications often through various means. Utilizing the connection with the company’s external contacts (such as the media and public figures) to amplify coverage and promotion further increases the brand awareness of the company. Using PR software enhances this advantage of contacting external parties as the software features a unified system where companies can easily reach out to their contacts in one place.
- PR builds the company’s image and credibility.
- Customers trust a company that often uses PR
- Reaching out to media and public figures help increase the company’s brand awareness to the public
- PR software makes it easy for companies to reach out to their influential contacts
Features
In order for companies to reach out to their external contacts, PR software should have extensive contact management of external contacts they can reach out to such as journalists, content creators, celebrities, influencers, etc. Another feature is to submit public press statements to external contacts before the company publishes its own on its PR website. Companies can instruct these external contacts when they can publish or give coverage of their statement from “immediate release” to a certain date. PR software should be able to have media monitoring tools to find mentions of their companies in the news coverages and social media as part of their social media analytics data. Most importantly, PR software should have a dashboard that helps streamlines the PR process in the software in one view.
- Contact management database of external media contacts such as journalists and public figures
- Press statement distribution
- Social media monitoring tools
- Detailed dashboard database
Top 10 PR Software
1. Prowly
Prowly helps their clients boost their PR strategy with simple tools that allows them to connect with their customers and journalists about their company. Founded in 2013, the company has 18 employees with a revenue of $1 million in 2020.
2. Prezly
Prezly promises their clients that they can turn their contacts into “biggest fans” with features such as contact management, newsrooms that emphasize fast service. Founded in 2008, the company has 18 employees and earned a revenue of $2 million in 2020.
3. Newswire
As a reputable press release distributor, Newswire offers media empowerment tools that help boost their clients’ PR with flexible, cost-effective tools. The company was founded in 1954 and has over 1,387 employees.
4. Critical Mention
Critical Mention offers a “fast, reliable” media suite for their clients that helps grow their brand management and PR. The company was founded in 2002 and has over 93 employees.
5. Agility PR Solutions
Agility PR Solutions offers data analytics media monitoring tools that help clients track their sales engagement. The company is founded in 2003 and has over 200 employees.
6. Cision Communications Cloud
With centuries worth of reliable PR credentials, Cision Communications Cloud has adapted to the new era with cloud-server-centric services that helps their clients with media monitoring and engagement. The company was founded in 1867, the company has over 4,800 employees.
7. MuckRack
MuckRack connects the PR teams of their clients and journalists with their smart, easy-to-use software with analytics tools such as engagement monitoring. Founded in 2009, the company has 114 employees and annual revenue of $26.7 million.
8. PressRush
Founded in 2011, PressRush focuses more on online media outreach by offering their clients a much simpler, more engaging PR strategy that includes journalist outreach that is meant to be more of a humanizing experience.
9. NinjaOutreach
NinjaOutreach specializes in social media engagement that helps their clients reach out to content creators and influencers with their detailed analytical tools. Founded in 2014, the company has 18 employees and annual revenue of $3 million.
10. Wizikey
Wizikey helps their clients’ PR teams to build better narratives about their brands that emphasize building trust to the media and customers with their extensive analytical tools to be more “truthful”. Founded in 2018, the company has 12 employees and annual revenue of $8 million.
FAQ
What is the difference between publicity and PR?
While public relations and publicity go hand-in-hand, they differ in their purpose. PR focuses on how the company can build its presence to the public and how they can influence or estimate how the public reacts to the company’s recent developments such as the announcement of a new product. Publicity is not controlled by the company as it’s usually caused by external factors, which PR has to control to get their company’s narrative side on the publicity.
Why is connecting with journalists essential to PR?
Connecting to journalists is essential to PR because it helps build coverage of the company. Media can be massively influential in how they cover the company and its products and services. While journalists may be critical of their coverage in certain times despite good relations between the company and journalists through PR, it’s important to keep in contact with journalists for further coverage as it builds the credibility of the company to these groups of people.
Do press releases have to be written like a news article?
Writing press releases and news writing is similar in style but the differences in structures are where the similarities end. Press releases are written in a usually first-person perspective of the company as it offers its own narrative of whatever is written in the press releases. When a news article utilizes a press release in their coverage, it essentially paraphrases or trims down most of the press release to the most important parts in their narrative of the press release. While most people would read a news article over a press release, these help build the credibility of the company to the media and the public as they can refer back to the press release in its original form.
Public relations is an important business strategy in companies to build their presence and credibility to the public and their external media contacts. While parts of PR can be intense when a company is under a crisis, it’s still essential to the companies operations, especially in the long run. Companies that plan to reach out to the public through mass communication means should utilize PR software to help them achieve their goal.
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