22 PR Tools for Monitoring & Managing Media Relations in 2020

There’s nothing more valuable to a client than seeing his or her company’s name appear in an article, news report, or blog post. This third-party credibility and the ability to gain the attention of decision-makers is key to building a brand.

But without the right software, you could be missing out on hundreds of earned media opportunities.

According to the 2018 Marketing Agency Growth Report[1], new agency businesses often face challenges while deciding which tools to invest in for the next year. 72% of new business owners invest in both online and offline lead-generation marketing strategies, 45% of them invest in diversifying their agency service offerings (learn more about apps for agency services[2]), and 34% invest in implementing new business practices.

Download Now: Free Press Release Template

While focussing to invest in marketing and sales strategies in an effort to increase lead gens and customers, it is also essential to invest in tools for public relations so you can increase your agency’s visibility and image across the market.

If you’re looking to double-down on earned media efforts, you might need a few tools to manage, track, and monitor your clients’ and even your own firm’s PR efforts. Without being able to connect the dots between a media mention and an influx of leads or inquiries, your agency is leaving value on the table.

But the public relations industry is changing: Some blogs and influencers are becoming more important than traditional outlets, journalists and editors are increasingly turning to Twitter, comments boards, and other sites for sources, and newsrooms are shrinking, leaving editorial voices outnumbered 5:1[3].

However, many new digital tools have erupted from the changing environment, making it difficult to know which will help garner the most media mentions — the goal of an effective PR strategy. To maintain a positive and abundant PR message — that will influence a target audience to learn and adopt a brand — it is important to keep expanding reach.

PR software should be used to make this ongoing challenge easier; you want to know who, what, where, when, and how to get your messaging out. Here are the top media monitoring and PR tools to put on your radar in 2019.

1. HubSpot’s Public Relations Kit [Featured Tool][4]

Price: Free – Download Now[5]

Untitled design (41)-2Download These Templates[6]

HubSpot’s Inbound Press Release Templates & Public Relations Kit[7] are the perfect prompts for scaling PR at your company. We’ve mapped out a structure for writing the perfect press release for any situation, and we’ve included a PR checklist and best practices guide as well. The kit is free and immensely helpful no matter what the state of PR is in your company. Click here to download[8] the kit now.

2. Prowly

Price: $115/month for Basic Plan

prowlyWith Prowly[9], PR professionals can do media relations more effectively while saving time on routine tasks. The modern and user-friendly tool lets you find relevant media contacts and organize them in a PR CRM, create visual press releases, send personalized email pitches, and maintain journalist-friendly newsrooms.

Users praise the free 7-day trial, transparent and affordable pricing plans, and helpful support. Unlike most PR tools, Prowly offers both monthly and yearly plans, so you don’t have to sign up for a long-term commitment.

3. Muck Rack

Price: Contact for quote

Muck Rack for journalistsMuck 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. [10]

Today’s PR professionals have no time for inaccurate contact information, disjointed workflows or archaic software. That’s why companies such as Under Armour, Taco Bell, Pfizer, Golin and Penguin Random House use Muck Rack to take their communications to the next level.

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.

4. Meltwater

Price: Contact for quote


Meltwater[11] 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.

5. Prezly

Price: $240/month for Professional Plan


Prezly[12] 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.

6. Mention

Price: $29/month for Solo Plan

Mention PR tool

With Mention[13], 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.

7. Coverage Book

Price: $99/month for Bronze Plan

Coverage Book PR tool

Coverage Book[14] makes it easy to collect and present the media mentions and results of earned efforts. You can upload offline coverage or simply input the URL of the article and Coverage Book will create a screenshot. There’s a main dashboard that shows the combined views, shares, and inbound links resulting from PR efforts. You can also drill down into individual articles and see their impact.

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