pr crm

PR CRM: Managing Client Relationships

Customer Relationship Management (CRM) software has revolutionized the way businesses manage their relationships with customers. However, when it comes to the field of Public Relations (PR), the adoption of CRM tools has been slower. To effectively manage client relationships in the PR industry, a dedicated PR CRM software is essential.

PR practitioners often face challenges in organizing and updating their contacts, resulting in wasted time and potentially strained relationships with journalists. A PR CRM software can significantly improve productivity, streamline press contact management, and enhance collaboration within PR teams.

pr crm

Key Takeaways:

  • PR CRM software is crucial for managing client relationships in the PR industry.
  • A PR CRM software improves productivity, press contact management, and collaboration within PR teams.
  • Without a dedicated PR CRM, PR practitioners may struggle with organizing and updating their contacts.
  • Investing in a PR CRM software can save time and strengthen relationships with journalists.
  • Consider factors such as the size of your contact list and budget when choosing a PR CRM tool.

What is PR CRM software?

A PR CRM software, also known as PRM or media relations CRM, is a powerful tool designed specifically for PR professionals. It provides a centralized platform that enables efficient management of press contacts, streamlines communication, and helps build and maintain strong relationships with journalists.

With PR CRM software, PR practitioners can easily organize and update contact details, track past interactions, and personalize communication with media contacts. This saves time and ensures that all communication is relevant and tailored to individual journalists’ preferences.

By consolidating media contact information in one place, PR CRM software enhances efficiency and productivity for PR teams. It eliminates the need for messy spreadsheets or multiple contact management tools, allowing practitioners to focus on their core tasks of securing media coverage and managing client relationships.

In summary, PR CRM software is an essential tool for any PR professional. It simplifies press contact management, improves collaboration within PR teams, and ultimately increases the likelihood of securing media coverage and maintaining positive relationships with journalists.

Why do you need a CRM for PR?

A CRM for PR offers several benefits that can greatly improve your public relations efforts. From enhancing press contact management to increasing productivity and maximizing media coverage, a PR CRM can revolutionize the way you handle your PR activities. Let’s explore some of the key advantages of using a CRM specifically designed for PR:

  1. Efficient press contact management: With a PR CRM, you can easily organize and update your media lists, ensuring that you have accurate and up-to-date information about your press contacts. This streamlines your communication process and helps you stay on top of important interactions.
  2. Enhanced productivity: A PR CRM eliminates the need for manual tracking and searching for contact information, saving you valuable time and energy. This allows you to focus more on strategizing and building relationships with journalists, leading to increased productivity.
  3. Improved team collaboration: PR CRM software often offers collaboration features that enable seamless communication and sharing of information within your PR team. This fosters better teamwork and ensures that everyone is on the same page, resulting in more coordinated and effective PR campaigns.
  4. Data utilization: A PR CRM allows you to gather valuable data and insights about your press contacts and their interactions with your PR campaigns. This data can be utilized to analyze the effectiveness of your media outreach efforts, identify trends, and make data-driven decisions to optimize future PR strategies.

In conclusion, a CRM for PR provides numerous benefits that can significantly enhance your PR activities. From efficient press contact management to increased productivity, team collaboration, and data utilization, a PR CRM can help you streamline your PR efforts and improve your chances of securing valuable media coverage.

PR CRM Benefits Explanation
Efficient press contact management A PR CRM helps you organize and update media lists, ensuring accurate and up-to-date contact information for press contacts.
Enhanced productivity A PR CRM saves time by eliminating manual tracking and searching for contact information, allowing you to focus on building relationships.
Improved team collaboration PR CRM software facilitates seamless communication and information sharing within your PR team, fostering better teamwork.
Data utilization A PR CRM provides valuable data and insights about press contacts, enabling data-driven decisions to optimize PR strategies.

Best Practices from PR Experts: Press Contact Management

Effective press contact management is essential for a successful public relations strategy. PR experts recommend several best practices to ensure smooth and organized communication with journalists, influencers, and media contacts. By implementing these practices, PR practitioners can build and maintain strong relationships, maximize media coverage, and enhance the overall effectiveness of their PR efforts.

Here are some key best practices for press contact management:

  1. Segmenting Contacts: Divide your contacts into different segments based on their areas of coverage, such as industry, geographical location, or publication type. This allows for targeted outreach and personalized communication.
  2. Adding Tags and Labels: Use tags and labels to categorize and organize your contacts further. This makes it easier to filter and search for specific contacts when needed.
  3. Tracking Interactions: Keep a record of all interactions with your press contacts, including emails, phone calls, and meetings. This helps you stay informed and build stronger relationships by referencing previous conversations and engagements.
  4. Adding New Contacts: Continuously update and expand your media list by adding new contacts that are relevant to your PR campaigns. Include important details such as their beat, preferred contact method, and any personalization factors to tailor your communication.
  5. Updating Media Lists: Regularly review and update your media lists to ensure accuracy. Journalists often change roles, publications, or contact information, so staying up to date is crucial for effective outreach.
  6. Personalizing Communication: Tailor your messages to individual contacts whenever possible. Reference their previous work or interests to show that you’ve done your homework and value their expertise, making your communication more compelling and engaging.

Implementing these best practices will help PR professionals streamline their press contact management process, save time, and build stronger relationships with the media. By organizing and personalizing their communication efforts, PR practitioners can maximize their chances of securing media coverage and achieving their PR goals.

pr contact management best practices

Expert Advice:

“Segmenting your contacts based on their areas of coverage or interest not only allows for more targeted and effective outreach but also helps you measure the success of your PR campaigns within specific segments. This data can be invaluable in refining your media relations strategy.” – PR Expert

Remember, press contact management is an ongoing process that requires regular refinement and adaptation. As your PR campaigns evolve and your media landscape changes, continue to implement these best practices to maximize the impact of your press outreach efforts.

How to Choose the Best PR CRM Tool?

Choosing the best PR CRM tool for your needs requires careful consideration of several factors. From features and costs to free trials and personalized demos, there are important aspects to evaluate before making a decision. Here are some key steps to help you make an informed choice:

1. Assess Your Contact List and PR Activities

Start by evaluating the size and organization of your contact list. Consider how many contacts you currently have and how fast that number is expected to grow. Additionally, think about other PR activities you want to streamline using the CRM tool, such as media monitoring or analytics integration. Assessing these factors will help you understand the scale of the CRM solution you need.

2. Consider the Number of Users and Budget

Next, determine how many users will be using the PR CRM software. If you have a large PR team, you may require a solution with multiple user licenses and team collaboration features. Additionally, consider your budget and allocate resources accordingly. Keep in mind that while some PR CRM tools may have higher upfront costs, they may offer more advanced features that can enhance your PR efforts.

3. Compare Features and Costs

Once you have a clear understanding of your needs and budget, start comparing the features and costs of different PR CRM tools. Look for features such as contact management, media list organization, interaction tracking, analytics, and integration capabilities. Consider how these features align with your specific PR goals and requirements. Moreover, evaluate the pricing structure of each tool, considering both the upfront costs and potential recurring fees.

4. Take Advantage of Free Trials and Personalized Demos

Finally, take advantage of free trials and personalized demos offered by PR CRM providers. This will allow you to test-drive the software and assess its usability, user interface, and overall fit for your PR workflow. During the trial period, focus on how the tool helps you effectively manage press contacts, streamline communication, and analyze PR performance. Take note of any limitations or challenges you encounter during the trial to make an informed decision.

By following these steps and thoroughly evaluating your options, you can choose the best PR CRM tool that aligns with your organization’s needs and helps you enhance your PR efforts.

Start Building Your Contact List

Building a contact list is a vital part of PR, and utilizing PR CRM tools can significantly streamline and enhance the process. These tools not only help in finding and organizing media contacts but also assist in maintaining strong relationships with journalists.

Here are some PR CRM tools that can assist you in building and managing your contact list:

  • JustReachOut: This tool allows you to find relevant journalists and bloggers by searching for keywords related to your industry or topic. It also helps you organize and manage your media contacts effectively.
  • Gorkana: With Gorkana, you can access a comprehensive media database and search for journalists, bloggers, and influencers based on their beats or areas of interest. It also provides contact details and allows you to create targeted media lists.
  • Prezly: Prezly is a PR CRM platform that not only helps you organize your media contacts but also allows you to create and distribute press releases, manage media coverage, and analyze the effectiveness of your PR campaigns.
  • Muck Rack: Muck Rack provides a vast media database, allowing you to search for journalists, track their social media activities, and build media lists. It also offers tools for monitoring media coverage and measuring PR impact.
  • LinkedIn: While not specifically designed for PR, LinkedIn is a valuable tool for finding and connecting with media professionals. Utilize advanced search filters to discover journalists, editors, and other key contacts in your industry.

By leveraging these PR CRM tools, you can streamline the process of building and managing your contact list, saving time and energy while maximizing your PR efforts.

Table: PR CRM Tools for Building Your Contact List

PR CRM Tool Features Benefits
JustReachOut – Keyword-based search for journalists
– Effective organization of media contacts
– Time-saving
– Targeted outreach
– Stronger relationships with journalists
Gorkana – Comprehensive media database
– Search and filter by beats/interests
– Access to relevant contacts
– Targeted media lists
Prezly – Contact management
– Press release distribution
– Media coverage analysis
– Efficient PR workflow
– Measurable PR impact
Muck Rack – Vast media database
– Social media tracking
– Media coverage monitoring
– Easy discovery of journalists
– In-depth media analysis
LinkedIn – Advanced search filters
– Networking opportunities
– Access to media professionals
– Industry connections

Understanding What’s Important for your Contacts

Building strong relationships with your contacts is essential in the field of public relations. To effectively connect with and engage your contacts, it is important to understand what matters to them. By gaining insight into their preferences, interests, and needs, you can tailor your communications and interactions to better meet their expectations. This can ultimately lead to more fruitful collaborations and successful PR campaigns.

Tools like Fullcontact and Clearbit can provide you with valuable information about your contacts, helping you gain a deeper understanding of who they are and what they care about. Fullcontact offers a comprehensive contact management platform that enriches your contact data with social profiles, company information, and additional contact details. Clearbit provides real-time data enrichment, allowing you to access detailed company and contact information, as well as behavioral insights.

By leveraging these tools, you can enhance your contact management efforts and establish more meaningful connections with your media contacts. Understanding what drives your contacts and tailoring your communication accordingly will help you build trust and create mutually beneficial relationships.

Understanding Contacts

Key Benefits of Understanding Your Contacts

  • Personalized communication: By knowing your contacts’ preferences and interests, you can craft personalized messages that resonate with them, increasing the likelihood of positive responses and engagements.
  • Targeted outreach: With a deeper understanding of your contacts, you can segment them based on relevant criteria, allowing you to target specific groups with tailored pitches and content.
  • Improved collaboration: Understanding what matters to your contacts enables better collaboration and collaboration with your PR team, ensuring that everyone is aligned in their efforts to engage and build relationships with media contacts.

Staying in Touch with Contacts: The Key to Effective Media Relations

Building and maintaining relationships with media contacts is essential for successful public relations. However, it can be challenging to stay organized and keep track of regular communication. That’s where PR CRM tools like Nimble and Capsule come in. These tools not only help you stay in touch with your contacts but also ensure that all your contact information is up-to-date and easily accessible.

Nimble is a powerful PR CRM tool that allows you to set reminders and schedule follow-ups, ensuring that you never miss an opportunity to connect with potentially interesting contacts. With Nimble’s intelligent contact management features, you can keep track of key interactions, preferences, and important details about each contact. This information can help you personalize your communication and build stronger relationships with journalists and influencers.

Capsule is another excellent PR CRM tool that offers a user-friendly interface and comprehensive contact management capabilities. With Capsule, you can easily organize and categorize your contacts, making it simple to search, filter, and find the right contacts for each campaign or outreach effort. You can also add notes, set tasks, and track interactions, ensuring that you have all the information you need to nurture meaningful connections with your media contacts.

By utilizing PR CRM tools like Nimble and Capsule, you can streamline your media relations efforts, save time, and improve the effectiveness of your PR campaigns. These tools empower you to stay in touch with your contacts, nurture relationships, and ultimately achieve better results in your media outreach.

Staying in Touch with Contacts

Table: Comparison of Features

PR CRM Tool Key Features
  • Reminder and scheduling functionality
  • Intelligent contact management
  • Personalization capabilities
  • User-friendly interface
  • Comprehensive contact organization
  • Notes, tasks, and interaction tracking

Get Better at Pitching Content

Pitching content effectively is a crucial skill for PR practitioners. To improve your pitching process and increase your chances of success, consider utilizing the following tools:


Snapengage is a real-time interaction platform that allows you to engage with your contacts directly on your website. With its live chat and messaging features, you can quickly address any questions or concerns, gather valuable feedback, and build rapport with journalists. Real-time interaction can help you tailor your pitches to the specific needs and interests of your contacts, increasing the likelihood of a positive response. is a tool for collecting and analyzing customer feedback. While its primary focus is on customer feedback, its features can also be useful for PR professionals. By collecting feedback from your contacts, you can gain insights into their preferences, pain points, and areas of interest. This information can help you craft more targeted and compelling pitches, increasing the chances of getting your content noticed and covered. is a customer relationship management (CRM) platform that offers features specifically designed to enhance the sales process. However, these features can also be leveraged for PR pitching. allows you to record and transcribe phone calls, making it easier to capture important details and refer back to them when crafting your pitches. The ability to listen to previous conversations can help you personalize your approach and ensure your pitches align with your contacts’ interests and needs.


Buffer is a social media management platform that enables you to schedule and publish content across multiple social media platforms. While primarily used for social media marketing, Buffer can also be a valuable tool for PR pitching. By scheduling your content to be shared at optimal times, you can ensure your pitches reach your contacts when they are most likely to be active and receptive. This strategic timing can increase the visibility and impact of your pitches, improving your chances of securing coverage.

Measure Your Results

Measuring the results of your PR efforts is crucial for evaluating the effectiveness of your campaigns and making informed decisions. By analyzing data and metrics, you can gain valuable insights into the impact of your PR strategies and adjust your approach accordingly. Here are some essential tools that can help you measure your PR analytics:

“PR without data analytics is like driving with your eyes closed.” – Dan Zarella

Google Analytics

Google Analytics is a powerful web analytics tool that provides comprehensive data about your website’s performance. It allows you to track website traffic, user behavior, and conversion rates. By analyzing this data, you can gain insights into which PR efforts are driving the most traffic and engagement, helping you identify successful strategies and optimize future campaigns.


Mixpanel is an advanced analytics platform that offers real-time data tracking and analysis. It provides detailed insights into user behavior, allowing you to understand how users are interacting with your website or app. With Mixpanel, you can track events, funnels, and user retention, helping you measure the impact of your PR efforts on user engagement and conversion rates.


Yesware is an email tracking tool that provides valuable metrics on email opens, clicks, and replies. By using Yesware, you can measure the effectiveness of your PR outreach by tracking how journalists are interacting with your emails. This data can help you gauge the interest and engagement of media contacts, allowing you to optimize your pitching strategies and improve your chances of securing media coverage.

Tool Key Features
Google Analytics Tracks website traffic, user behavior, and conversion rates.
Mixpanel Provides real-time data tracking and analysis, focusing on user behavior and engagement.
Yesware Tracks email opens, clicks, and replies to measure the effectiveness of PR outreach.

Stay Up to Date With Your Clients’ Sectors

Staying informed about the latest news and trends in your clients’ sectors is essential in PR. By staying up to date, you can provide valuable insights and strategic recommendations to your clients, positioning yourself as a trusted advisor. News aggregators are powerful tools that can help you access a wide range of industry-specific content in one place.

One popular news aggregator is Reddit, known for its diverse range of communities covering various topics. By subscribing to relevant subreddits related to your clients’ sectors, you can stay informed about the latest discussions, trends, and news updates. Another useful aggregator is Quartz, which delivers curated news content through a conversational chatbot interface, making it easy to digest information on the go.

To ensure you don’t miss important updates, consider using tools like Techmeme, a technology-focused news aggregator that highlights the most significant stories from trusted sources. Additionally, you can set up mobile alerts using tools like TweetAlerts, which notify you of important updates from influencers and media outlets. These alerts enable you to respond quickly to industry-related news and leverage timely opportunities for your clients.

Staying up to date with your clients’ sectors is not just about being knowledgeable; it’s also about demonstrating your expertise and value as a PR professional. By utilizing news aggregators and mobile alerts, you can stay ahead of the curve, providing your clients with the latest insights and helping them navigate their industries with confidence.

Link Everything Together: CRM + PR CRM

Integrating CRM software with PR CRM software can revolutionize the way PR practitioners manage client relationships. By combining these powerful tools, PR teams can streamline their workflows and have a central hub for managing both customer and media contacts.

With CRM integration, PR practitioners can enjoy a range of benefits. They can easily access and update client information, track interactions, and stay on top of important deadlines. This seamless integration allows for efficient collaboration within the PR team, as everyone has access to the same up-to-date information.

Moreover, CRM integration enables PR professionals to gain a holistic view of their clients. By linking customer data with media contacts, they can better understand the needs and preferences of journalists, leading to more personalized communications and stronger relationships.

Investing in CRM software that integrates seamlessly with PR CRM tools is a strategic move for any PR practitioner. It not only boosts efficiency and productivity but also enhances the overall client management process. By linking everything together, PR professionals can provide exceptional service while effectively managing media relationships.


What is PR CRM software?

PR CRM software, also known as PRM or media relations CRM, is a powerful tool that organizes contact details, past interactions, and preferences of press contacts. It helps PR practitioners consolidate media contact information, saving time and building long-lasting relationships with journalists.

Why do you need a CRM for PR?

A CRM for PR offers several benefits, including easy organization of media lists, staying on top of press contacts and interactions, facilitating team collaboration, utilizing data effectively, and saving time and energy on media relations management. By using a PR CRM, PR practitioners can improve their press contact management, increase productivity, and enhance their chances of getting media coverage.

What are the best practices for press contact management?

PR experts recommend several best practices for press contact management, including keeping track of important details, using tags and labels to organize contacts, tracking interactions and updating contact information, segmenting contacts based on coverage areas, adding new contacts with relevant details, and regularly updating media lists. Personalizing communication with journalists is also important for building and maintaining strong relationships.

How do I choose the best PR CRM tool?

When choosing a PR CRM tool, it’s important to consider factors such as the size and organization of your contact list, other PR activities you want to streamline, the number of users who will be using the PR CRM software, and your budget. It’s also essential to compare the features and costs of different PR CRM tools and take advantage of free trials and personalized demos to make an informed decision.

How do I start building my contact list?

Building a contact list is an essential step in PR, and there are PR CRM tools available that can help streamline the process. Tools like JustReachOut, Gorkana, Prezly, Muck Rack, and LinkedIn can assist in finding and organizing media contacts.

How can I understand what’s important for my contacts?

Understanding what’s important to your contacts can help in building strong relationships. Tools like Fullcontact and Clearbit can provide additional information about contacts, including their social profiles and missing contact details.

How can I stay in touch with my media contacts?

Staying in touch with media contacts is crucial for building and maintaining relationships. Tools like Nimble and Capsule can help remind you to contact potentially interesting people and keep all your contact information up-to-date and easily accessible.

How can I improve my content pitching process?

Pitching content effectively is crucial in PR. Tools like Snapengage,,, and Buffer can help improve the pitching process by providing real-time interaction with contacts, collecting valuable feedback, recording phone calls, and scheduling social media posts.

How can I measure the results of my PR efforts?

Measuring the results of PR efforts is important for success. Tools like Google Analytics, Mixpanel, and Yesware can provide insights into website traffic, user behavior, and email metrics, allowing PR practitioners to track the effectiveness of their campaigns.

How can I stay up to date with my clients’ sectors?

Staying informed about the latest news and trends in your clients’ sectors is crucial in PR. News aggregators like Reddit, Quartz, and Techmeme can help you stay updated, and tools like TweetAlerts can provide mobile alerts for important updates from influencers and media outlets.

How can I link my CRM software with PR CRM software?

Integrating CRM software with PR CRM software can provide a comprehensive solution for managing client relationships. By linking everything together, PR practitioners can streamline their workflows and have a centralized system for managing both customer and media contacts.

Similar Posts