Best PR tools in 2025

It is estimated that 78% of journalists prefer to receive pitches via email, but most PR professionals have trouble getting a response. In today’s fast-paced digital landscape, having the right PR reporting software can mean the difference between being noticed or getting lost in the noise.

As a Cybernews expert, I’ve worked with our research team to review the best PR software tools available. This guide will explore the top tools of 2025 and evaluate them based on usability, features, pricing, and real-world performance so you can choose the perfect one to elevate your PR strategy.

Best PR tools – shortlist

• Prowly – most versatile PR tool with one million contact database
• Newswire – top PR distribution platform for targeted campaigns
• Brandwatch – best PR media monitoring tool
• CisionOne – great PR platform for agencies and corporate teams
• Brand24 – affordable PR software ideal for brands and marketers

5 best PR tools compared

In the table below, I singled out the key metrics of each PR tool on our list, from starting prices to their standout features.

PR tool	Starting price	Best for	Free version	Standout features
Prowly	From $369/month	Media relations, PR campaign management, press release distribution	No	Comprehensive media database, PR CRM for media relations, press release creation and distribution
Newswire	From $349/month	Targeted PR campaigns, media outreach	No, but demo upon request	Press release distribution, media database and outreach, media monitoring and analytics
Brandwatch	Custom plans	Social listening, media monitoring, sentiment analysis	No	AI-powered social listening, advanced sentiment analysis
CisionOne	Undisclosed	Media relations, campaign performance measurement	No	Media database, press release distribution, media insights and reporting
Brand24	From $149/month	Real-time media monitoring, social listening, influencer identification	Yes	Custom alerts, sentiment analysis, measuring brand awareness

5 best PR tools – our detailed list

Now that you understand that PR platforms can help businesses manage their reputation, track media coverage, and so much more, it’s time to get familiar with the PR tools. Below, I have compiled a list of the 5 best PR online tools, highlighted their unique features, and explored how they cater to the diverse needs of modern PR campaigns.

1. Prowly – most versatile PR tool with a one million contact database

Free trial:	Yes
Best for:	Media relations, PR campaign management
Price range:	From $369/month
Top features:	Comprehensive media database, PR CRM for media relations, press release creation and distribution

Visit Prowly

Prowly is a powerful public relations management software created to help PR professionals streamline media outreach, press release creation, and journalist engagement. Acquired by Semrush, this all-in-one platform provides businesses with essential PR tools at a competitive price, offering a cost-effective alternative to expensive solutions like CisionOne.

The platform caters to companies of all sizes, offering an intuitive interface for managing media contacts, distributing press releases, and monitoring campaign effectiveness. Its AI-powered assistant is another standout feature, which helps craft compelling press releases and formulates engaging headlines. It also identifies relevant journalists from its extensive database of nearly one million media contacts.

You’ll also find a PR monitoring tool that provides detailed analytics, including advertising value equivalency (AVE), share of voice (SOV), and outlet reach, helping businesses measure campaign success effectively. Prowly's pricing starts at $369/month, which is ideal for freelancers, small business owners, and startups. However, if you need multi-use access and more comprehensive media tools, it’s best to opt for Pro or Enterprise plans. It’s worth noting that Prowly has a free 7-day trial.

2. Newswire – top PR distribution platform for targeted campaigns

Free trial:	No, but demo upon request
Best for:	Targeted PR campaigns, media outreach
Price range:	$349/month - $899/month
Top features:	Press release distribution, media database and outreach, media monitoring and analytics

Visit Newswire

Newswire is a leading public relations platform that specializes in press release distribution, media outreach, and analytics. It helps businesses maximize their visibility and is perfect for companies looking to reach journalists, investors, and consumers.

The platform delivers a powerful suite of PR distribution software tools that ensure broad media coverage. Newswire’s standout feature is its ability to distribute press releases to over 4,000 media outlets, helping businesses enhance brand awareness and credibility.

There is also a media database for targeted outreach and multimedia integration, allowing users to add images, videos, and infographics for greater engagement. Moreover, Newswire provides metrics to measure the effectiveness of PR campaigns, helping businesses improve their communication strategies. Pricing starts at $349 for a digital-only release, with national distribution options costing up to $899 per release.

3. Brandwatch – best PR media monitoring tool

Free trial:	No
Best for:	Social listening, media monitoring, sentiment analysis
Price range:	Custom plans
Top features:	AI-powered social listening, advanced sentiment analysis

Visit Brandwatch

Brandwatch is a robust PR software that monitors social media, analyzes brand sentiment, and tracks competitors. The leading media relations platform allows businesses to monitor online conversations across platforms like X, Facebook, blogs, and forums.

This platform is ideal for PR agencies, enterprises, and marketing teams, as it helps brands stay on top of trends and respond proactively to public perception. Brandwatch’s key features include sentiment analysis, which evaluates audience emotions, and crisis management tools that alert users to potential PR issues before they escalate.

Its audience intelligence function provides deep insights into customer demographics, interests, and behaviors so brands can create targeted messaging. With customizable dashboards and AI-powered analytics, users can track media mentions, analyze engagement, and measure PR campaign effectiveness.

These features help businesses refine their PR strategies and improve engagement. When it comes to pricing plans, Brandwatch doesn’t disclose its cost publicly, as it tends to curate custom plans for every client. The company also doesn’t offer a free trial.

4. CisionOne – great PR platform for agencies and corporate teams

Free trial:	No
Best for:	Media relations, campaign performance measurement
Price range:	Undisclosed
Top features:	Media database, press release distribution, media insights and reporting

Visit CisionOne

CisionOne is a leading PR database software that integrates media monitoring, sentiment analysis, and targeted outreach using AI technology. This tool is designed for PR professionals, agencies, and corporate communications teams to track media narratives, build journalist relationships, and optimize press release distribution.

One of its standout features is narrative tracking, which merges diverse media perspectives and applies advanced sentiment analysis to help users evaluate the effectiveness of their campaigns. Another key element is the outreach component, which combines AI-driven recommendations with human-curated data to create a comprehensive media database.

PR teams can then connect with relevant journalists, influencers, and publications. Additionally, CisionOne simplifies media relations by allowing users to create customized contact lists, track outreach, and measure campaign performance. Pricing is not publicly listed but falls within enterprise-level solutions. As one of the best public relations software solutions, CisionOne is ideal for organizations seeking a data-driven approach to PR.

5. Brand24 – affordable PR software ideal for brands and marketers

Free trial:	Yes
Best for:	Real-time media monitoring, social listening, influencer identification
Price range:	$149/month - $499/month
Top features:	Custom alerts, sentiment analysis, measuring brand awareness

Visit Brand24

Brand24 is a powerful public relations tool aimed at helping businesses monitor and analyze online mentions across various platforms. It is widely used by PR agencies, marketers, and brands looking to track media coverage, analyze sentiment, and engage with their audience in real-time.

One of its standout features is the presence score, which measures the brand's online visibility, making it easier to assess PR impact. The anomaly detector helps PR teams identify sudden changes in brand mentions, allowing them to react quickly to potential crises. Meanwhile, sentiment analysis categorizes mentions as positive, negative, or neutral, giving businesses valuable insights into public perception.

Brand24 scans social media platforms, news sites, blogs, forums, and even review websites to provide a complete media monitoring solution. Pricing starts at $149/month, with a free trial available. Brand24 is a well-known PR measurement tool used by businesses looking to enhance their media monitoring and engagement strategies.

How did we select these PR tools?

Choosing the right public relations software requires a strategic approach that goes beyond flashy features and focuses on real-world usability. I have evaluated top PR tools based on several key criteria to ensure they provide the best value for businesses of all sizes.

• Use cases and practicality (25%). The best PR tools should align with your day-to-day needs rather than just offer impressive but rarely used features. I prioritized platforms that cover at least 80% of essential PR activities, such as media outreach, press release distribution, and brand monitoring. A quality tool ensures long-term efficiency over short-term appeal.
• Ease of use and learning curve (25%). A complex tool can slow the workflow down rather than boost productivity. For this reason, I selected publicity tools that are intuitive, user-friendly, and suitable for different team roles and experience levels. Tools that require extensive training or constant customer support tend to lose their value over time.
• Cost and value for money (20%). Pricing for public relations tools varies widely, from free versions to enterprise-level solutions costing thousands of dollars per user. We compared rates against features and scalability to ensure businesses get the best return on investment. Whether you’re a startup or a large corporation, a well-balanced cost-to-value ratio is essential.
• Availability and reliability (15%). A PR tool needs to be easily accessible, with minimal downtime and strong customer support. I focused on platforms with a history of reliability, ensuring that businesses can execute campaigns without disruptions.
• Industry reviews and reputation (15%). User reviews offer valuable insights beyond sales pitches. I analyzed platforms based on feedback from experts and PR professionals on sites like G2 to gauge real-world performance and customer satisfaction.

By evaluating these factors, I ensured that our selection of online PR tools meets the highest standards of efficiency, affordability, and usability.

What are PR tools, and how do they work?

PR technology tools help businesses manage communication with consumers, investors, and employees while tracking the effectiveness of their strategies. These tools for public relations also streamline media communication, monitor brand mentions, and analyze campaign performance, all of which contribute to improving a company’s visibility and reputation.

PR tools supply features that automate and enhance key public relations activities. For instance, media database access allows businesses to find and connect with relevant journalists and influencers. Meanwhile, press release automation ensures that news reaches the right audience with minimal effort.

Analytics dashboards help measure the success of campaigns by tracking media coverage, audience engagement, and the impact of PR initiatives. Additionally, sentiment analysis evaluates public perception by monitoring brand mentions and analyzing whether they are positive, negative, or neutral.

Effective public relations strategies require consistent communication, timely responses, and in-depth analysis. In the meantime, tools for PR professionals automate repetitive tasks like press release distribution and media monitoring, allowing PR teams to focus on strategic decision-making. They also help businesses identify opportunities for brand exposure, engage with journalists more efficiently, and manage potential crises before they escalate.

The benefits of using PR tracking tools:

• Enhanced efficiency. They can automate tasks like media tracking and press release distribution.
• Improved reach. These tools provide access to extensive media lists and ensure targeted communication.
• Data-driven insights. Businesses can measure campaign success through analytics and engagement metrics.
• Crisis management. They allow you to detect potential issues early and carry out quick damage control.
• Relationship management. Businesses get to maintain strong connections with journalists and influencers.

By leveraging PR reporting tools, businesses can build stronger brand awareness, create meaningful connections, and execute more effective PR campaigns.

Key features to look for in PR tools

When selecting PR monitoring tools, businesses should look for features that enhance communication, audience engagement, and campaign analysis. Therefore, every effective media relations software should include the following:

• Media monitoring and analytics. A strong PR tool should track brand mentions across news outlets, blogs, and social media. It needs to provide detailed analytics, measuring media coverage, sentiment, and engagement levels to help businesses refine their PR strategies.
• Press release distribution and audience targeting. PR tools should streamline the process of distributing press releases to journalists, influencers, and media outlets. Advanced platforms offer access to extensive media contact databases to ensure businesses reach the right audience with relevant and timely information.
• Social listening and sentiment analysis. These features empower businesses to monitor public perception by tracking discussions on social media and news platforms. Sentiment analysis categorizes mentions as positive, neutral, or negative and provides companies with the information they need to adjust communication and handle crises effectively.
• Integration with other marketing tools. A comprehensive PR platform should integrate seamlessly with email marketing platforms, customer relationship management (CRM) systems, and social media management tools. This leads to a more coordinated approach to PR and marketing efforts.
• Case studies and real-world examples. Many companies have successfully leveraged PR tools to enhance their brand reputation. For instance, a technology startup used PR research tools to track media coverage and optimize messaging, which led to increased press mentions. Likewise, a retail brand leveraged software PR to distribute targeted press releases, which earned coverage in major industry publications.

How to choose the right PR tools

Selecting the right PR tools is crucial for enhancing your public relations efforts, streamlining outreach, and maximizing media impact. With so many digital PR tools available, it's essential to choose one that aligns with your business needs.

From media monitoring to sentiment analysis, the right software can help manage campaigns, track performance, and optimize engagement. Below are key factors I advise you to consider when selecting publicity tools for your PR strategy.

• Define your PR goals. Establishing clear goals is the foundation of any PR strategy. Do you need media coverage, social engagement, or crisis management? Set SMART (specific, measurable, achievable, relevant, time-bound) objectives to make sure you select tools that directly support your business outcomes.
• Assess your needs. Determine what you need from PR software, whether it’s media tracking, social listening, or press release distribution. Identify the key messages, target media outlets, and communication channels you will use to refine your search.
• Look for media monitoring and analytics. A strong PR strategy should include PR media monitoring tools that track media mentions, sentiment analysis, and audience engagement. These features allow businesses to measure campaign impact and adapt accordingly.
• Evaluate press release distribution and audience targeting. Effective media relations software should offer press release distribution services with segmentation options to ensure your message reaches the right journalists and media outlets.
• Ensure integration with existing marketing tools. Your PR tool needs to work seamlessly with CRM systems, social media platforms, and analytics software to create a cohesive workflow.
• Take advantage of free trials and demos. Most PR tools offer free trials, so I recommend you use these to test usability, effectiveness, and feature compatibility before committing to a subscription.
• Read reviews and case studies. Look for user reviews and case studies to understand how well a tool performs in real-world scenarios. Feedback from industry peers can provide valuable insight into potential strengths and weaknesses.

Final word on best PR tools

The best tools for PR professionals cater to diverse needs, from media monitoring to outreach and analytics. Prowly is ideal for startups looking for affordable, all-in-one PR software with press release distribution and media database features. Newswire suits mid-sized businesses aiming for broad press coverage and brand visibility.

Brandwatch excels at social listening, making it ideal for enterprises that need in-depth sentiment analysis. Brand24 is perfect for real-time media monitoring and PR measurement, as it helps brands track online mentions effectively. CisionOne remains the top choice for large-scale PR teams, offering AI-driven media relations management.

Whether you need media outreach, sentiment tracking, or comprehensive PR campaigns, these tools provide tailored solutions to enhance your public relations strategies in 2025.

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