PR software for agencies: 12 tools by area of work

In this article

No two client briefs are alike. You adapt flexibly to your clients and handle very different packages of work for them, for example:

• media monitoring and press reviews
• media outreach and pitching
• press releases and newsrooms
• the monthly report on coverage
• competitor benchmarking
• the brand's visibility in ChatGPT and other AI assistants

So you need to find your own PR tool, sometimes several. Which one fits depends on the services you offer. The right tool covers those services for every client. You then do not have to rebuild the process for each brief.

These criteria help you choose:

1. Covers the services you sell
2. Saves work day to day
3. Separates clients cleanly
4. Predictable costs as your client list grows
5. Data location and GDPR
6. Quick setup for new client projects
7. Usable for new-business pitches too

The 12 tools at a glance

Headquarters and hosting according to each vendor's legal notice, privacy policy or subprocessor list, checked 10 November 2026. Even with EU hosting, some vendors run AI features through services in the USA.

The table shows the key points for all twelve tools. Prices and sources checked 9 November 2026.

Six of the twelve publish a price you can read without a sales call; the others quote individually. Want to pass tool costs on to clients? Then start with the six tools that publish a price.

The client report puts your PR work in the right light

The client report shows what your work achieved. Reporting tools differ mainly in where the coverage comes from. That decides how much work each report takes.

CoverageBook is a pure reporting tool and starts at $99 per month for 100 clips, with no annual contract. Each URL, image or media file counts as one clip. If you need more, you can upgrade at any time and pay only the difference. A shareable folder link shows every report in a folder without a login. So set up one folder per client.

Releasd starts at £299 per month for 500 online and social URLs; print and broadcast do not count toward the limit. Reports and brands are unlimited. A brand in Releasd is only a report's look, though, not a separation of client data. So ask how the data is kept apart.

If you already have monitoring or only want to build reports, CoverageBook or Releasd can be the cheaper choice.

aclipp, our own product, combines monitoring and reporting. Each client is its own project. Coverage comes from global online monitoring across more than 150 million sources in any language. Print is available for Germany, Austria and Switzerland. Other countries are available on request. You can import coverage from other monitoring providers. From that come dashboards and white-label reports as PDF or live link. New client projects and analyses for new-business pitches are set up quickly because the AI suggests searches and countries. PR Analytics starts at €99 per month, with unlimited internal users on the same email domain. For several clients there are plans with 5 and 15 projects, and from 16 clients the Enterprise plan. More on the agency page.

If you send press releases for clients, you need a tool for journalists and distribution

If you send press releases and pitch journalists for clients, you need a dedicated tool. Two questions decide: does the tool know the journalists in your clients' markets? And how does a mailing come across to the journalists who receive it?

Prezly combines a newsroom with contact management. Agency plans start at €300 per month billed annually, with ten newsrooms and up to 10,000 contacts.

Muck Rack fits if your value lies in journalist relationships. The journalist database and pitching are at its core. Prices are on request. Settle in the quote whether there are client workspaces, guest access or imports of external coverage.

Prowly, now Semrush AI PR Toolkit, publishes prices and quotas. It starts at USD 149 per month billed annually, with monitoring from the Pro plan.

myconvento is a DACH option for distribution lists and contact management across several clients. Prices are on request.

blinq fits small DACH teams that want to combine pitching with AI visibility. It starts at €59 per month billed annually.

aclipp is currently testing press distribution with its first customers. From December 2026, it will be available to all customers. aclipp will then help you write press releases and find the right outlets and journalists. You then send individual pitches, with all information in one place.

AI visibility shows you how ChatGPT and co. talk about your clients

AI visibility is a growth topic right now and rounds off your portfolio. It is complex and touches many parts of a company, such as marketing, SEO and product. At its core, though, it is a communications task, which makes it a good fit for a PR agency.

It shows you more than whether coverage of your clients reaches the answers of ChatGPT, Gemini or Perplexity. You also see how those answers talk about them: which attributes they assign and what image emerges. You can influence that image with your press work. And you see how your work affects visibility and image in the answers.

Four tools in this comparison measure AI visibility:

• Releasd Influence (from £469 per month) starts from the coverage in the report and shows how it influences AI answers.
• Muck Rack AI Visibility (add-on, price on request) shows which journalists and outlets shape the answers.
• blinq (from €59 per month) includes questions to AI assistants in every plan.
• aclipp AI Visibility (from €49 per month) compares your client with its competitors and shows the cited sources, in the same workspace as the coverage.

Our analysis of earned media and AI visibility shows which coverage AI assistants actually cite.

For large international clients there are the big suites, at prices on request

The big suites fit if you serve large international clients and need monitoring across many markets or as a managed service. In return, prices are on request and contract terms are long.

• Meltwater has a dedicated Agency plan with white-label reports and automated delivery to clients.
• CisionOne separates clients through Team Workspaces and carries your branding in PDF and HTML reports.
• Onclusive comes as a managed service or a self-service platform.
• Agility PR Solutions organises searches and content by client, campaign or project.

Our guides to Meltwater pricing and Cision pricing cover what is known about their costs.

Press reviews with full texts need licences, and your client should pay for them

Analysing articles is one thing. If you send your clients a press review with full texts, you need the right licences. So advise your clients on this too. Our article on multilingual media monitoring explains the rules in Germany, Austria and Switzerland.

In Germany, the client signs the press review licence contract with PMG directly anyway. For other suppliers, the picture is mixed. Where possible, the client should carry the licence costs.

Landau Media, Argus Data Insights, OBSERVER, pressrelations and PMG Presse-Monitor sell monitoring, licensed press reviews and analysis. PMG Presse-Monitor publishes tariffs per recipient group, with press reviews from €50 per month. Landau Media delivers reports in your clients' corporate design and has compact packages for agencies. Check whether your reporting tool can take in coverage from these suppliers, by import or interface.

Settle these questions in writing before you compare prices

For many tools, the costs that really matter to an agency are not on the pricing page. Ask for them in writing before you compare totals:

• What does an additional client cost: project, users, client access?
• What happens when a campaign brings more coverage?
• How long does the contract run, and what happens when a client brief ends?
• How is client data kept separate?
• Where is the data hosted, and who else processes it?
• Can the tool take in coverage from other sources?

For Muck Rack, Meltwater, myconvento and Agility, we did not find the answers on public pages. There you only get them in the quote.

Your services decide the shortlist

Frequently asked questions