Best PR Software to Choose in 2025: Top Tools for Modern PR Teams

PR tech is noisy in 2025. Every platform promises results, reach, and something AI-powered. But what most teams need is clarity, not more features; a tool that fits their day-to-day working style, especially when time is tight and stories need to land fast.

Campaigns move like a forest fire. The media landscape is scattered. Your team’s everywhere. Whether you're leading PR for a listed company in Paris or chasing headlines in Stockholm, the best software is the kind you barely notice, because it just works.

This guide breaks down the top PR software tools worth knowing. What they’re built for, where they shine, and how to make the smartest possible choice for your team this year.

What is PR software?

PR software helps comms teams get stories out, manage media relationships, and report on performance. It’s the operational backbone of modern PR, covering everything from press release creation to newsroom publishing, journalist outreach, and analytics.

But few platforms do it all. Some are built for monitoring. Others for social listening. Some focus on building media lists. Others offer a slick corporate newsroom. The best ones combine multiple PR functions in one seamless workflow.

Here’s what most modern platforms include:

• Branded online newsrooms
  
  
• GDPR-safe media contact databases
  
  
• Press release scheduling and publishing
  
  
• Email and PR distribution tools with analytics
  
  
• Media inquiry management
  
  
• Campaign performance dashboards
  
  
• (Increasingly) AI content assistants

Usage is high and rising fast. According to Muck Rack’s 2025 State of PR Report, 69% of PR professionals now use generative AI, and 64% have integrated AI into daily comms work.

How to choose PR software

Not every tool fits every team. Before comparing platforms, get clear on your team's realistic day-to-day needs and where existing workflows are breaking down.

Ask yourself:

• Do we want one platform or multiple tools?
  If you're losing time switching tabs or wrangling spreadsheets, an integrated platform can keep you focused.
  
  
• Are we actively pitching to the media?
  You’ll need to prioritise tools with up-to-date journalist databases, easy list-building, and direct pitching features.
  
  
• Do we work across countries or regions?
  Look for software that supports local languages, includes regional media contact lists, and makes it easy to localise PR content. GDPR compliance is a must.
  
  
• Are we publicly listed – or do we have investor obligations?
  For non-financial PR, newswires can be expensive and unnecessary. But if you’re a public company, you’ll need a platform that integrates with newswire services to avoid mismatched information and meet investor communication standards.
  
  
• Can we show results quickly?
  Leadership expects numbers. If you’re not measuring campaign success (coverage, clicks, and pickups) easily, you're a sitting duck. Half of PR leaders still say they lack proper tools for impact measurement.
  
  
• Will the whole team use it?
  The best tools don’t need a training manual. Usability matters, especially when only 28% of employees say they know how to use their org’s AI tools. Look for solid onboarding and responsive support so your team makes it their go-to PR operating system from day one.
  
  
  

Best PR Software in 2025: Top Picks

Each tool below is widely used by PR teams across Europe, the Nordics, and the UAE. Some are built for agencies, others for monitoring, and a few try to do it all.
We'll keep it real: strengths, gaps, and which works best where*.

Best for smaller PR teams: Prowly

Prowly is a solid pick for smaller PR teams that want something affordable, fast to launch, and reasonably user-friendly. You get a newsroom builder, media database, press release editor, and some basic analytics baked in.

It works best for DIY comms setups: startups, small brands, or in-house marketers doing their own PR.

Strengths:

• Clean interface and good onboarding
• Competitive pricing, especially for startups
• Journalist database with 1 million+ contacts
  
  

Limitations:

• Limited collaboration features for bigger teams
• Some users report deliverability issues with email campaigns
• Not ideal for high-volume or enterprise campaigns
• Minimal customisation options are available
• Lacks comprehensive integration with other tools

https://www.g2.com/compare/prowly-vs-presspage

Best for journalist relationship tracking: Prezly

Prezly positions itself as a user-friendly, all-in-one tool. For many mid-sized teams, it does the job well. It combines a visual newsroom, CRM for journalists, and email distribution. The UX is strong, and the platform pushes for transparency. Every press release distribution shows if it’s been opened, clicked, or ignored.

Strengths:

• Great for relationship-driven PR
• Transparent pitch tracking
• Easy-to-use visual editor and story builder

Limitations:

• Not the best for complex workflows or approval chains
• Limited performance reporting at scale
• No media monitoring
• Doesn’t offer much in the way of design customisation 
• Limited connectivity with your existing tech stack

https://www.g2.com/compare/prezly-vs-presspage

Best for ‘old school’ enterprises: Cision

Prowly is a solid pick for smaller PR teams that want something affordable, fast to launch, and reasonably user-friendly. You get a newsroom builder, media database, press release editor, and some basic analytics baked in.

It works best for DIY comms setups: startups, small brands, or in-house marketers doing their own PR.

Strengths:

• Huge media database
• Integrates with PR Newswire for broad distribution
• Deep monitoring and analytics

Limitations:

• Very expensive, with limited pricing transparency
• Overkill for small, mid-size and agile teams
• Targeted distribution is all but off the table
• The interface is often described as ‘clunky’ - a reflection of deeper issues from years of acquisitions, resulting in fragmented workflows and weak integration across key features

https://www.g2.com/compare/cision-vs-presspage

Best for media monitoring and insights: Meltwater

Meltwater is strong on monitoring and analytics. It's often used by agencies or large comms teams that need to track coverage across multiple channels, including news, broadcast, social, and podcasts. It also offers AI-powered sentiment analysis and influencer tracking.

Strengths:

• Market-leading monitoring tools
• AI features for sentiment and brand mentions
• Global media insights that support cross-border campaigns

Limitations:

• Less focused on publishing or pitching
• Price and contract terms can be restrictive
• Can feel more like a business intelligence tool than a PR platform, lacking automation, day-to-day efficiency, and a newsroom-first setup for consistent, on-brand comms

https://www.g2.com/compare/meltwater-vs-presspage

Best for pitching workflows: Muck Rack

Muck Rack focuses on media relationship management. It helps you find journalists, track interactions, and pitch more effectively. It's especially popular with US-based PR teams but is gaining ground in Europe. The platform also has clean reporting dashboards and a strong reputation for customer support.

Strengths:

• Real-time media database and pitch tracking
• Customisable coverage reports
• Strong email analytics

Limitations:

• Smaller database outside the US
• No native newsroom or publishing features
• Still catching up on AI tools and automation

https://www.g2.com/compare/muck-rack-vs-presspage

Best for reputation tracking and analytics: Onclusive

Onclusive is built for media intelligence. It blends monitoring, reputation analysis, and campaign impact measurement into one tool. It’s often used by agencies or enterprise teams that need to report back to stakeholders with detailed metrics.

Strengths:

• In-depth campaign impact analysis
• Reputation tracking
• Covers earned, owned, and paid media

Limitations:

• Less helpful for hands-on PR tasks like pitching or publishing
• Complex to set up and maintain
• Pricing is on the premium side

https://www.g2.com/compare/onclusive-vs-presspage

Best for Nordic press release distribution: Mynewsdesk

Mynewsdesk serves a lot of Nordic teams with a tidy, all-in-one tool. It’s known for fast publishing, newsroom customisation, and social media integration. Good for comms teams that want to distribute press releases and keep everything in one place, without too many extras.

Strengths:

• Strong presence in Sweden, Norway, and Denmark
• Simple, clean newsroom interface
• Decent analytics for earned media

Limitations:

• Limited automation features
• Not ideal for international or multi-brand setups
• Lacks advanced AI or custom workflows

https://www.g2.com/compare/mynewsdesk-vs-presspage

Best for all-in-one newsroom and media relations: Presspage

Presspage is built for comms teams that need more than a patchwork of tools (Cision, we’re looking at you). It combines an integrated newsroom, press release distribution, media CRM, and real-time analytics into one platform, with workflows designed specifically for corporate comms, crisis response, and high-visibility campaigns.

Used by global teams across aviation, energy, higher education, finance and more, Presspage is especially strong for teams managing multiple regions, brands, or newsrooms. Everything lives in one system with access controls and GDPR-safe contact management built in.

Strengths:

• Integrated digital newsroom that replaces cumbersome CMS workarounds
  
  
• Distribution tools with unlimited email campaigns and custom templates
  
  
• Real-time campaign and newsroom analytics
  
  
• Built-in media CRM and GDPR-safe journalist lists
  
  
• Dedicated crisis comms tools
  
  
• AI-powered content assistant
  
  
• Global media database with precision targeting
  
  
• Excellent fit for distributed teams across multiple countries or locations

Limitations:

• Likely too feature-rich and over-budget for very small teams or solo practitioners
  
  
• Custom setup recommended for larger, multi-brand environments

Presspage also stands out for its focus on clarity. Unlike platforms that bury core features under complex dashboards or plug-ins, everything here is designed to work together. Your newsroom, distribution, media relations, and analytics sit in one platform. No need to jump between tools. No manual patch-ups. Just one clean workflow that keeps campaigns moving.

“Thanks to Presspage, we spend less time alternating between multiple applications and systems, and can put more time into engaging with our audiences, enriching their experience and building an authentic brand narrative."

Volker Knauer
Head of External Relations, Sana Kliniken

 

Explore Presspage’s newsroom software >>
See how Presspage handles press release distribution >>
Learn more about Presspage’s media relations tools >>

What Makes Presspage Stand Out?

Most PR tools do one thing well. A few do two. Presspage is built to cover the full scope of modern comms: newsroom publishing, media outreach, and performance reporting. It does all of that without sacrificing usability or control.

Here’s what sets it apart from the rest:

It’s truly all in one

Many tools claim to be “all in one” but still require you to bounce between separate modules, add-ons, or partner platforms. Presspage doesn’t. Your press release lives in the same place as your newsroom, email distribution, analytics, and CRM. No extra integrations. No feature gaps.

It was made for modern PR teams, not marketers

A lot of “PR software” is really just marketing tech in disguise. Presspage is built for comms. That means approval flows, regional newsroom management, GDPR compliance, crisis communication tools, and shared access for teams that don’t sit in the same office or even the same time zone.

It works at scale

Whether you’re managing one brand or juggling dozens across regions, Presspage gives you the structure to stay in control. You can create branded newsrooms, build and target segmented contact lists, and manage journalist interactions without relying on spreadsheets or third-party CRMs.

It gets results you can show

Presspage gives you real-time insight into what journalists actually engage with. Built-in analytics cover more than vanity metrics. That means you walk into leadership meetings with facts instead of assumptions. This matters, especially when half of comms leaders still say they can’t effectively measure PR outcomes.

It’s ready for what’s next

From AI content assistance to intelligent distribution, Presspage gives you modern tools without the usual tech learning curve. While only 28% of employees say they understand how to use their company’s AI tools, Presspage keeps things simple. You can publish faster, pitch better, and report clearly, all from one dashboard.

The wrap: Best PR Software by Use Case

Need help deciding? Here’s the quick-read version:

The Takeaway

The PR software space is crowded in 2025. Some tools are great for pitching. Others handle monitoring or analytics. But if your team is juggling multiple workflows, across multiple regions, with limited time and high expectations, using a mish-mash of tools slows everything down.

Presspage brings it all into one place. Newsroom publishing, email distribution, media CRM, analytics, and AI tools all sit in one place, built specifically for comms teams. It’s structured, efficient, and ready to scale.

Ready to run your PR from one platform that’s purpose-built for comms teams? We'll make it happen!