Choosing the right PR software for your business can feel overwhelming, especially with different products offering a variety of features. It can be easy to get distracted by tools that may not suit your specific needs or spend too much on some products where the same can be achieved with less budget.

In this guide, you will read everything you need to know in order to choose the best media software and compare the top providers. Carefully used, you’ll be able to select software that will give you the best ROI.

You can view how BUZZHub compares to on our Pricing & Plans page.


Define Your Core PR Objectives

Before diving into software features, it's important to outline your specific PR goals. Knowing what you want to achieve will help you identify the tools that matter most to you.

• Campaign Management: If you run multiple PR campaigns, consider platforms that allow you to manage, organize, and track multiple campaigns simultaneously. Look for tools that help with collaboration, timeline management, and ensuring nothing falls through the cracks.

• Content Creation and Distribution: Some software can help you streamline the content creation process, from building media packs to scheduling press releases. Look for options that automate document generation and provide easy-to-use templates for your team. These features can save significant time when you’re juggling multiple campaigns.

• Performance Tracking: Knowing how well your campaigns are performing is critical. Look for platforms that offer in-depth reporting and KPI management. These tools can help you measure the effectiveness of your PR efforts and make informed decisions for future campaigns.

Consider Collaboration and Workflow Features

Effective PR software should help streamline your team's workflow. If your team collaborates on pitches, media packs, or releases, you'll want software that supports real-time collaboration and provides visibility into who’s handling each task.

Platforms that allow multiple users to manage different parts of a campaign or project simultaneously can improve efficiency and reduce human error. Real-time updates and shared access to campaign materials ensure everyone is on the same page.

Look for Customizable Features

Customization is key when it comes to PR software. Each organization has unique needs, so the ability to tailor templates, reports, and workflows to your specific processes can make a big difference. Choose a platform that gives you flexibility—whether that’s in how you generate reports, create media lists, or set up workflows.

Having customizable email templates, for example, allows you to create branded content with minimal effort, while adjustable reporting features let you focus on the metrics that matter most to your clients.

Prioritize Automation to Save Time

A good PR software solution should do more than just help you manage campaigns; it should save you time by automating key tasks. From scheduling media engagements to automating follow-up emails and press release distribution, automation features are a powerful way to boost productivity.

Look for platforms that offer automation for repetitive tasks, helping your team focus on strategy and creative work rather than manual processes.

Consolidation of Software to Reduce Complexity:

It’s no surprise that managing fewer platforms is easier than managing many. Review all of the products that you currently use to deliver your PR services and look at PR Software that can bring these together. For example, you may be able to consolidate current tools into a single platform that is designed for Public Relations and communications. For example, you may be able to consolidate your client EDM tools like Salesforce, Email tools like Mailchimp, Excel or Google sheets for media lists, time recording and management software, reporting software, survey tools like Survey Monkey, file sharing software like Dropbox and repositories like SharePoint or Slack.

Media Contacts

When considering selecting software based on media contacts it is essential to consider whether the software and its users (i.e., you), adhere to privacy regulations, for example, GDPR which requires contacts to opt-in to communications Avoid platforms that promise vast databases of contacts as these are often full of people who have not asked to receive communications, which could get you off on the wrong foot with journalists.

Remember PR is about building media relationships, and this requires care and attention. BUZZHub itself provides a starter-kit for media contacts, though these are comprised of public published contacts that media outlets have opted to receive releases.

Views from the Experts

Selecting the right PR software comes down to understanding your goals and finding a platform that aligns with your needs. By focusing on what your organisation needs, you can choose software that not only helps you stay organized but also boosts the effectiveness of your PR efforts. Take the time to explore options that align with your specific objectives, and don’t get caught up in unnecessary features that won’t add value to your workflow.

Pricing and Contract Length

PR software usually don't come cheap and some of them are only available with annual subscriptions. Unless your PR budget is unlimited take into account the following factors when doing your research:

• Check what the minimum length is for a contract, some will require you to pay annually.

• Compare features, some software are focused mainly on providing media contacts, which have often been scraped from the internet and are woefully out of date, while others focus on media monitoring but have no features to help you manage your PR campaigns.

• Flexibility—does the vendor offer various plans depending on your needs and the size of your team (especially if you're a freelancer or small business).

** note, this pricing is in USD, is a basic/guide price and was correct at the time of writing.

You can view which features each product offers on our Product Comparison page and view pricing on our Plans & Pricing Page.