In 2025, public relations is evolving faster than ever driven by AI, real-time analytics, and global connectivity. Whether you’re launching a product, managing a crisis, or strengthening your brand narrative, the right PR tools can give you the edge.
From AI powered media monitoring to smart press release distribution, this year’s top platforms help teams of all sizes amplify reach, track impact, and build stronger relationships with journalists and audiences. Here’s a curated look at the most innovative and effective PR tools to try in 2025.
Like social media presence, media visibility is a significant asset when it comes to promoting a brand or project.
Why ? No need to raise your hands, first in class, it’s obviously a rhetorical question to give our speech some pep… And no, you’re not dreaming, we do use the word ” pep .”
Regardless of their specialization, journalists have significant prescriptive power , and promoting a company’s image among them means implementing a press relations (PR) strategy.
We’ll explain what it’s all about in more detail, and give you our pick of the best PR tools on the market. Let’s get started!
Table of Contents
Why take care of your Press Relations?
To understand why it is better to take care of them , you must first have a clear vision of what these famous public relations are.
The acronym “PR” is used in all sorts of ways by communicators, both to refer topublic relationsand press relations… Even though they are two different practices!
Where public relations refers to an overall strategy for promoting a company to the public, press relations is only one component of this strategy.
We talk about press relations because this component consists of promoting a company, its brands, products and/or services to journalists, by building a relationship oftrust with them.
We insist on this notion of a relationship of trust, because it is of great importance in this matter: the objective is that they remember your company on special occasions (event, launch of a new product, etc.), but also the rest of the time .
If you have a cosmetics brand, beauty journalists need to include your products in their Christmas gift selection, then in their special article “ Treat your mom for Mother’s Day ”, then in their back-to-school report on day creams…
In short, thinking about your brand needs to become a reflex on various occasions. And it’s possible, but it requires work, organization, and, above all, a good PR tool (you see where we’re going).
How to Set up a PR Strategy: Instructions for Use PR
You’ve probably already noticed this phenomenon: at certain times, we hear about the same latest arrival in the ranks of startups in all the media… And it’s not by chance, it’s the result of successful PR work !
Effective PR management involves pulling a number of levers. Here’s a jumble—yes, we’re also the type to say jumble, what are you going to do?—our tips for a good PR strategy:
- Identify your targets carefully , choosing journalists likely to be interested in the company’s news, its products and/or its services – if you sell Bluetooth speakers, spare the food journalists;
- Deepen your relationship with them. Sending a text to a journalist you know well—from running into them on various occasions, hence the importance of working your network—to ask if they received a certain email is a must ;
- Ensure visibility all year round by alternating communications on “ hot ” current topics (nothing ribald, calm down, we’re talking about the launch of a new product/service) with those on “ cold ” topics (a reminder of the offer);
- Send the right messages at the right times, following the calendar to exploit the “ chestnuts ” – recurring topics like back to school, Christmas or Valentine’s Day, etc.;
- Put yourself in the journalist’s shoes by writing clear press reports or releases, in which the important information is identified – what is the subject? If we are talking about a product, how is it different?, etc.;
- Never give up, without burying journalists in follow-up emails . We agree, the balance is difficult to find… And that’s where we’re happy to have in-depth relationships with certain journalists;
- And finally, having the right PR tools to make daily work easier.
Press Relations Software: why it’s useful
Eventually, you’ll think we’re software freaks (our little Marseille side)… But in our defense, our adage that there’s software for every use holds true in every situation!
Press relations are no exception: to ensure efficient and time-efficient management, it’s best to have press relations software with the right features.
Keep in mind that the right PR tool can streamline the actions listed above. It can offer (one might be tempted to write in a jumble, but twice in a row is a lot):
- Access to a media database , which is essential for any online press relations tool. Please note: when choosing your PR tools, make sure that this list complies with GDPR regulations;
- A solution for group sending of press releases and kits, media kits, invitations, newsletters, etc. In order to disseminate information to a targeted but broad audience ;
- A media monitoring tool to track press coverage on a daily basis and monitor your strategy as accurately as possible. The same goes for choosing your public relations software; make sure it’s a 360° tool;
- One or more modules dedicated to digital communication, in order to distribute advertising content (press relations and advertising are two very different things, but some PR tools offers both );
- Or even an alert system when draft articles posted online by journalists match the topics covered or problems solved by a company.
Disclaimer: This isn’t to say that ALL software offers ALL of these features. However, this is a snapshot of what’s out there and a demonstration of how useful an online PR tool can be, regardless of how it works.
Our selection of the best PR tools to test in 2025
It’s time to show you our selection of the best tools to try in 2025… Our favorite moment (let’s just say we’re as excited as a kid at a birthday party when it’s time for a Smartie brownie)! Here’s the list:
Cision
Where Augure is aimed more at professionals in the field, Cision claims to be a “ partner of communicators .” This is a broad definition for an online press relations tool with numerous features that make it very versatile .
From the PR solution to the media monitoring tool, including the communication and digital marketing component, the software has all the assets for implementing an effective PR strategy .
PressValue
PressValue offers a slightly different approach to the two tools mentioned above: this PR tool presents itself as a platform designed to connect companies with journalists.
Each time a member of an editorial team posts a draft article related to your company’s core business, you receive an email alert with the opportunity to pitch your activity to the journalist.
A way of working that allows you to expand your media coverage in a very concrete way, but which puts aside the more traditional functionalities of public relations software… It’s up to you to see if this suits you better!
HARO
If you’re looking for a PR tool that connects journalists and businesses, you’ve probably heard of HARO (Help a Reporter Out).
This software from the Cision group allows your company to bea sourcefor articles and/or reports from journalists and bloggers, making it the English-language counterpart of PressValue.
Consider this if you want to appear in US or UK media outlets, such as Time , The New York Times or ABC TV .
Meltwater
Optimizing yourdigital strategyand marketing performance is the goal proclaimed by the Norwegian groupMeltwater. On the menu, a suite of solutions to embrace gently, that’s an expression!—different subjects.
Included is PR tools, of course, but also modules for social media management, influencer marketing , and brand management. Ideal if you’re looking for an all-in-one platform for all your visibility-related issues .
Pradeep Sharma is a author the mind behind Techjustify, where I craft insightful blogs on technology, digital tools, gaming, AI, and beyond. With years of experience in digital marketing and a passion for tech innovation, I aim to simplify complex topics for readers worldwide.
My mission is to empower individuals with practical knowledge and up-to-date insights, helping them make informed decisions in the ever-evolving digital landscape.