Tools and Resources Every Public Relations Team Should Be Using -

Have you ever wondered what the role of public relations (PR) team is in ensuring that your brand’s reputation stays intact in an increasingly competitive world? PR teams are essential in managing how your company is perceived, from crafting media messages to handling crises and building strong relationships with stakeholders. They work behind the scenes, using a mix of communication strategies and advanced tools to keep your brand in the spotlight for all the right reasons.

In this article, I’m going to give you a detailed explanation of the 12 best tools used by PR teams and the importance and roles of PR teams in protecting and promoting your brand.

Key Points

Tools like Meltwater and Mention allow PR teams to track brand mentions across multiple platforms, helping them respond to public sentiment in real-time and adjust their strategies quickly.

Platforms such as Cision and Prezly simplify the process of distributing press releases and media updates, ensuring that key journalists and influencers receive the right information at the right time.

During crises, tools like ResponseSource enable PR teams to swiftly respond to negative events by crafting appropriate narratives, helping protect the brand’s reputation.

Tools such as Brandwatch and Prowly offer robust analytics that tracks the effectiveness of campaigns, allowing PR professionals to refine their strategies and demonstrate ROI to stakeholders.

What Is a Public Relations Team?

A public relations (PR) team is a dedicated group within an organization that plays a vital role in managing its reputation and public image. They ensure the organization’s communication with key stakeholders—such as the public, media, employees, and investors—presents the brand in a positive light. Their work extends across multiple channels, including media relations, event management, and social media engagement, all with the goal of establishing trust and credibility.

The public relations team roles typically include various specialists, each responsible for different aspects of the PR process. In addition to crafting a positive image, the PR team is essential for managing crises. When negative publicity threatens the organization’s reputation, the PR team swiftly formulates responses to control the narrative and minimize damage. This adaptability, paired with proactive measures like community outreach and thought leadership, allows the PR team to maintain goodwill, not only in favorable times but also during challenges.

Tools and Resources Every Public Relations Team Should Be Using

Here is a list of several key public relations tools, focusing on their functionalities, how they support public relations teams, and highlighting their roles within a PR strategy:

#1. Prowly

Prowly is a comprehensive public relations tool designed to help PR professionals organize and manage media relations efforts. One of its standout features is the ability to create visual press releases, which can be customized for different audiences. PR teams can also use Prowly’s CRM to keep a record of media contacts and interactions.

This tool also provides a newsroom feature, making it easier for journalists to access relevant information. The public relations team can benefit from these features by streamlining media communications and improving the chances of securing positive coverage, an essential public relations team role.

#2. Meltwater

Meltwater serves as a monitoring platform that supports public relations teams by tracking brand mentions and public sentiment across multiple media outlets, including social media. It provides advanced media database access, allowing PR professionals to identify key journalists, influencers, and industry trends. By understanding how their brand is perceived in real-time, PR teams can adjust their strategies quickly.

This tool is particularly useful for public relations team roles focused on social media outreach and engagement, where quick responses to emerging issues can protect a brand’s reputation.

#3. Cision Communication Cloud

Cision is one of the most widely used platforms in the PR industry, offering a fully integrated solution for monitoring brand mentions, distributing press releases, and managing influencer relations. Cision’s extensive media database allows public relations teams to connect with journalists and influencers who are most relevant to their campaigns, maximizing exposure and credibility.

A major component of public relations team roles includes developing and maintaining relationships with key media players, and Cision simplifies this task by providing access to a curated list of journalists and outlets.

#4. Prezly

Prezly is a highly versatile tool that helps public relations teams create, distribute, and track media coverage on a centralized platform. This tool offers a dedicated media room where all press releases and communications are stored, enabling journalists to easily find and access them.

Additionally, Prezly allows for personalized email outreach to journalists, ensuring that media contacts receive tailored pitches. For public relations team roles responsible for content distribution and media outreach, Prezly simplifies the management of media lists and follow-ups, reducing the time spent on administrative tasks and increasing overall efficiency.

#5. Brandwatch

Brandwatch is an essential tool for public relations teams focused on social listening and competitor analysis. It enables PR professionals to monitor brand mentions across a variety of platforms, including social media, blogs, and news sites. The tool also provides sentiment analysis, helping teams gauge public opinion about their brand or campaign.

The ability to “spy” on competitors allows public relations teams to spot trends and react proactively, making it a critical tool for public relations team roles that focus on brand reputation management and strategic planning.

#6. ProfNet

ProfNet is a unique platform that connects journalists with expert sources in various fields. Public relations teams can use this platform to offer their company executives or subject-matter experts interviews, ensuring that their brand becomes a trusted source in media publications. This is especially valuable for public relations team roles that focus on enhancing the credibility and authority of the brand.

By establishing thought leadership through media placements, ProfNet can help public relations teams improve their brand’s visibility and reputation. It provides an opportunity for teams to directly connect with journalists who are looking for specific industry expertise, thus positioning the company as a go-to source for media inquiries.

#7. Mention

Mention offers real-time media monitoring and allows public relations teams to track brand mentions, monitor competitor activities, and analyze social media conversations. It integrates social media management with PR efforts, enabling teams to respond to comments and engage with their audience without leaving the platform. Mention’s competitor analysis feature helps public relations team roles focused on strategic planning by providing insights into how competing brands are performing in terms of PR outreach and customer engagement.

#8. BuzzSumo

BuzzSumo is a powerful tool for content discovery and influencer outreach, making it a favorite among public relations teams. By tracking trending topics and identifying key influencers, BuzzSumo enables PR professionals to tailor their content strategies to align with current discussions in their industry.

PR teams can also use BuzzSumo to monitor the performance of their own content, ensuring that it resonates with their target audience. This tool is particularly useful for public relations team roles focused on content marketing and influencer collaboration, as it allows teams to see what kind of content performs best and who to target for maximum impact.

#9. ResponseSource

ResponseSource is an excellent tool for connecting PR teams with journalists and other media professionals. This platform sends daily email updates about mentions of your brand or company in various media outlets. One of the key features is the media bulletin service, which allows public relations teams to respond quickly to journalists’ inquiries and pitch relevant stories. It’s particularly useful for public relations team roles that focus on media outreach and relationship-building, as the platform provides easy access to ongoing conversations in the media.

#10. Agility PR Solutions

Agility PR Solutions is a comprehensive media monitoring platform that offers tools for media outreach, press release distribution, and analytics. The platform’s media database enables public relations teams to target the right journalists and influencers for their campaigns. It also includes a press release distribution service that ensures that the right information reaches your target audience.

For public relations team roles that focus on campaign impact assessment, Agility PR Solutions also provides tools to measure the success of press releases and media coverage, allowing teams to fine-tune their strategies based on data-driven insights.

What Are the Roles of the Public Relations Team?

A public relations team plays a crucial role in shaping a company’s image, reputation, and relationship with its audience. While each organization may have specific objectives, there are core functions that form the foundation of effective public relations. Here’s a detailed look at the roles and functions that a public relations team fulfills:

#1. Community Relations

One of the key public relations team roles is fostering a strong connection between the organization and its local community. By organizing events such as charity drives, educational programs, or health campaigns, a public relations team helps create goodwill within the community.

Such initiatives not only demonstrate corporate social responsibility but also provide valuable insights into the local audience, ensuring that PR efforts are better targeted and more meaningful. A well-executed community relations program can act as a force multiplier, boosting the company’s reputation across wider audiences.

#2. Media Relations

A public relations team is responsible for managing media relations, which involves building and maintaining positive relationships with the press. This includes creating and distributing press releases, scheduling interviews, organizing press conferences, and leveraging social media to amplify the company’s message.

A strong media relations strategy ensures that the company maintains visibility and receives favorable coverage while managing how information is presented to the public. Effective media relations are critical to the success of any public relations campaign, helping to project a positive image and maintain consistent communication.

#3. Public Affairs

The public relations team also handles public affairs, a function that focuses on fostering relationships with government bodies and industry regulators. This includes lobbying for favorable legislation, addressing regulatory concerns, and collaborating with public officials to create a business environment that benefits the organization. Public affairs initiatives help secure a favorable position for the company, ensuring compliance while building strong industry connections.

#4. Crisis Management

When an organization faces a reputational challenge or crisis, the public relations team steps in to mitigate damage. Crisis management involves addressing public concerns, controlling the narrative, and ensuring that the company responds swiftly and transparently to any negative events. Whether the crisis stems from internal issues or external events, the public relations team plays a crucial role in shaping the public’s perception by working with media outlets and other stakeholders to present a balanced view. This helps the organization regain public trust and maintain its reputation.

A public relations team is also tasked with managing how the public perceives the ethical conduct of the organization. Through corporate social responsibility (CSR) initiatives, the team showcases the company’s efforts to uphold high standards in areas like employee welfare, environmental sustainability, and ethical production practices. These activities help build loyalty among customers who value corporate responsibility, ultimately improving the company’s brand image and increasing revenue.

#6. Building Public Image

One of the primary goals of a public relations team is to build and maintain a positive public image for the organization. Whether launching a new company, expanding into new markets, or repositioning an existing brand, the public relations team crafts messages that help shape how the public views the company. By creating press releases, organizing events, and engaging with media outlets, the team helps create a cohesive and positive image that resonates with the target audience.

#7. Promoting Products and Services

Public relations is often employed to promote products and services, positioning them in front of potential customers. The public relations team can develop campaigns that highlight the features and benefits of a product or service, using a combination of media outreach, influencer partnerships, and event management to drive awareness and sales. Through strategic communication, the team ensures that the company’s offerings are recognized and trusted by consumers.

#8. Strengthening Media Relationships

A public relations team also plays a vital role in maintaining strong relationships with the media. Whether it’s traditional print media or digital platforms, a proactive media engagement strategy helps ensure that the company remains top-of-mind among journalists and editors. By consistently providing newsworthy content and responding promptly to media inquiries, the team can enhance the company’s visibility and credibility.

#9. Enhancing Trust in the Brand

The public relations team helps build trust by consistently communicating the company’s values, mission, and successes to the public. A carefully crafted PR strategy helps bridge the gap between the organization and its stakeholders, encouraging greater confidence in the brand. Whether through storytelling, thought leadership, or regular updates, the public relations team ensures that the company’s message is conveyed in a way that builds trust with the audience.

#10. Handling Communication Crises

Crisis prevention and management is another critical public relations team role. When negative news threatens the company’s reputation, the team steps in to manage the crisis, often implementing preventative measures to reduce its impact. This could include issuing statements, engaging with stakeholders, and providing timely updates that can help mitigate the damage caused by the crisis.

What Are the 7 Types of Public Relations?

There are 7 different types of PR:

Strategic communications.
Media relations.
Community relations.
Internal communications.
Crisis communications.
Public Affairs.
Online and social media communications.

What Does a PR Group Do?

A PR group can enhance your reputation and promote positive perceptions of your brand. The primary goals are to get your brand and your message organically into news stories and media platforms that your audience is consuming.

What Are the 4 P’s of Public Relations?

The Four P’s of PR are Protect, Promote, Perform, and Prove. Following these four faithfully will make every PR campaign a huge success. The top PR campaigns have used this formula successfully.

Conclusion

These public relations tools each offer unique functionalities that help public relations teams manage different aspects of their roles. From media monitoring (Meltwater, Mention, Brandwatch) to content distribution (Cision, Prezly) and outreach (BuzzSumo), these tools are essential for ensuring that PR campaigns are efficient, measurable, and impactful.

By leveraging the insights and efficiencies provided by these tools, public relations teams can better manage a company’s reputation and respond effectively to emerging trends and challenges.

Tools and Resources Every Public Relations Team Should Be Using

Table of Contents Hide

Key Points

What Is a Public Relations Team?