{"id":14871,"date":"2021-12-20T05:23:00","date_gmt":"2021-12-20T05:23:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=14871"},"modified":"2025-05-28T15:24:13","modified_gmt":"2025-05-28T15:24:13","slug":"manage-press-contacts-pr-crm","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/manage-press-contacts-pr-crm\/","title":{"rendered":"Why Should You Manage Your Press Contacts With a PR CRM?"},"content":{"rendered":"\n<p>Over the years, Customer Relationship Management (CRM) software has seen wide adoption across sales, customer support, and marketing departments.<strong> For some reason, CRM tools for PR have only just started gaining traction.&nbsp;&nbsp;<\/strong><\/p>\n\n\n\n<p>Like most PR practitioners, you might be struggling with keeping your contacts well-organized and up-to-date, especially if you share them with other team members.&nbsp;Without a dedicated CRM for PR (often called a PRM or media relations CRM), you\u2019re also forced to use multiple PR tools at once: spreadsheets, address books, or email platforms, just to name a few. In order to manage media relations properly, you then have to constantly switch between those tools and waste time tracking down or updating your contact information.&nbsp;<\/p>\n\n\n\n<p>If that's the case:<strong> the lack of proper public relations CRM might be affecting your relationships with journalists and keeping you from getting media coverage<\/strong>. With CRM tools being<a rel=\"noreferrer noopener\" href=\"https:\/\/www.superoffice.com\/blog\/crm-software-statistics\/\" target=\"_blank\"> one of the biggest software markets in the world<\/a>, it\u2019s high time PR CRM software starts improving productivity, press contact management, and collaboration for your PR team.<\/p>\n\n\n\n<p>In this article, you'll learn the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a data-type=\"internal\" data-id=\"#PRCRMdefinition\" href=\"#PRCRMdefinition\">What is PR CRM software?<\/a><\/strong><\/li>\n\n\n\n<li><strong><a data-type=\"internal\" data-id=\"#CRMforPR\" href=\"#CRMforPR\">Why do you need a CRM for PR?<\/a>&nbsp;<\/strong><\/li>\n\n\n\n<li><a data-type=\"internal\" data-id=\"#presscontactmanagement\" href=\"#presscontactmanagement\"><strong>Press contact management - Best practices from PR experts<\/strong><\/a><\/li>\n\n\n\n<li><strong><a data-type=\"internal\" data-id=\"#choosePRCRM\" href=\"#choosePRCRM\">How to choose the best PR CRM tool?<\/a>&nbsp;<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s start with the basics.&nbsp;<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"PRCRMdefinition\"><br><strong>What is PR CRM software?&nbsp;<\/strong><\/h2>\n\n\n\n<p>Imagine <strong>a powerful tool with all records<\/strong> (including contact details, past interactions, and preferences) of your press contacts <strong>perfectly organized<\/strong>. That\u2019s essentially what a <a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/pr-crm\/\" target=\"_blank\">PR CRM<\/a> is.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Prowly-PR-Software-Media-List-1024x536.png\" alt=\"Prowly PR Software - Media List\" class=\"wp-image-16784\"\/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Media relations CRM - <\/span><a href=\"https:\/\/prowly.com\/pr-crm\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span class=\"has-inline-color has-vivid-purple-color\">Prowly<\/span><\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p><br>PRMs are designed to help you keep extensive media contact information from multiple sources in one place. They allow you to organize &amp; keep track of all your media contacts and interactions, without the need to switch between tools and updating data manually. This, in turn, saves you a lot of time and helps in building long-lasting relationships with journalists, which often result in media coverage.<\/p>\n\n\n\n<p>And that\u2019s not everything.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"CRMforPR\"><br><strong>Why is it worth using a CRM for PR?&nbsp;<\/strong><\/h2>\n\n\n\n<p>In sales &amp; marketing departments, <a href=\"https:\/\/automate.io\/blog\/crm-apps\/\" data-type=\"URL\" data-id=\"https:\/\/automate.io\/blog\/crm-apps\/\" target=\"_blank\" rel=\"noreferrer noopener\">CRM software<\/a> is already known for <a rel=\"noreferrer noopener\" href=\"https:\/\/financesonline.com\/crm-statistics-analysis-of-trends-data-and-market-share\/\" target=\"_blank\">boosting productivity<\/a>, <a rel=\"noreferrer noopener\" href=\"https:\/\/www.hubspot.com\/marketing-statistics\" target=\"_blank\">creating personalized interactions and fostering customer loyalty<\/a>, as well as <a rel=\"noreferrer noopener\" href=\"https:\/\/martech.zone\/crm-statistics\/\" target=\"_blank\">achieving impressive ROI<\/a>. PR practitioners also have a lot to gain from a dedicated CRM tool:<\/p>\n\n\n\n<p><strong>1. A CRM for PR makes it easy to organize your media lists. <\/strong>With a dedicated PRM, you\u2019re able to segment your contacts, add relevant tags to them, and create targeted media lists to always pitch the right journalists.&nbsp;<\/p>\n\n\n\n<p><strong>2. PR CRMs help you stay on top of your press contacts and interactions. <\/strong>All records and conversations are automatically saved and updated, which means that you always have the most accurate information at hand.<\/p>\n\n\n\n<p><strong>3.<\/strong> <strong>A PRM facilitates team collaboration. <\/strong>No more double-pitching, inconsistent communication, or ruined media relationships. With a PR CRM, you know exactly what your PR team has been up to.&nbsp;<\/p>\n\n\n\n<p><strong>4. Public relations CRM helps you make good use of your data. <\/strong>Plenty of PRMs let you use your data more effectively\u2014by giving you the ability to personalize your email pitches, for example).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Prowly-PR-Software-Email-1024x536.png\" alt=\"Prowly PR Software - Email\" class=\"wp-image-16781\"\/><figcaption class=\"wp-element-caption\"><span class=\"has-inline-color has-cyan-bluish-gray-color\"><em>Personalizing an email pitch in <\/em><\/span><em><a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/pitch\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/pitch\/\" target=\"_blank\"><span class=\"has-inline-color has-vivid-purple-color\">Prowly<\/span><\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p><br><strong>5. PR CRM can save you a lot of time and energy on media relations management. <\/strong>Using simple <a href=\"https:\/\/prowly.com\/magazine\/pr-tools-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">PR tools<\/a> like spreadsheets or address books and constantly jumping between them doesn\u2019t only waste your time, but also keeps you from building meaningful relationships and getting media coverage. With a PR CRM, you can keep everything in one place, and then analyze the results of your media relations management efforts to make more informed decisions in the long run.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/pr-crm\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"presscontactmanagement\"><br>Press contact management - Best practices from PR experts<\/h2>\n\n\n\n<p>Even with a proper media relations CRM, you still need to organize your contacts to be able to build &amp; foster your media relationships. To help you get started, I asked PR experts for their best practices when it comes to press contact management. Here's what they answered. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Be smart about the details you keep<\/strong><\/h3>\n\n\n\n<p class=\"sideline\"><em>You can't have too much information. I always keep a general notes section where I can keep track of birthdays, hobbies, or anything of interest that comes up organically. I don't intentionally ask them for their birthday, but if it comes up, I'll make a note. Otherwise, I make sure I have general contact details and the media outlets they represent. I try to feel out someone's style of communication\u2014if they aren't very talkative, keeping your contact to the point will probably earn you more respect with them.<\/em> - <strong> Kirsten McKinney, <\/strong><a rel=\"noreferrer noopener\" href=\"https:\/\/kirstenjoymckinney.com\/\" target=\"_blank\"><strong>Digital Growth Mastery<\/strong><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Use tags and labels<\/strong><\/h3>\n\n\n\n<p class=\"sideline\"><em>To give you an example, here\u2019s how my contacts are labeled: <\/em><br><br>First name, Last name, Outlet, Job title, Subject, Contact details (email, phone), Social media handles, Publication audience reach, Unique Viewers per Month, The date of the last communication (if any), Notes.<br><br><em>Each contact spreadsheet is then organized by either an outlet or a topic. For example, with my health &amp; wellness client, I have spreadsheets for Woman\u2019s Health, Fitness Mag, Mind, Body, Green, and other relevant publications. I also have spreadsheets organized by a topic, such as \u201cMeditation,\u201d \u201cMental Health,\u201d \u201cFamily,\u201d \u201cWomen\u2019s Health,\u201d etc. <\/em><br><br><em>This allows me to organize media contacts not only by where they work, but also by the specific topics they cover, so I know I am always pitching the right people. I do use PR CRM software to import these lists, and I recommend all PR Pros purchase media database software of some sort. It is impossible to garner the hundreds of thousands of contacts you will need throughout your career by hand.<\/em> - <strong>Jennifer Mancini, <a href=\"https:\/\/mancinimediastrategy.com\/\">Mancini Media Strategy<\/a>&nbsp;<\/strong><\/p>\n\n\n\n<p>P.S. Here\u2019s an article that might come in handy if you\u2019re looking for a <a href=\"https:\/\/prowly.com\/magazine\/top-communication-measurement-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">tool to measure the impact of your communication efforts<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Track your interactions&nbsp;&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"sideline\"><em>In addition to the name, email address, title, and outlet - note specific beats, notable articles, and track interactions you have with them. If your records show you haven't touched base in a while, reach out to grab a coffee or have a quick phone call. It's a great way to make sure you're up to date on what topics they're covering and let them know how you can be used as a source.<\/em> - <strong>Cassie Scher, Vice President @ <a href=\"https:\/\/nahigianstrategies.com\/\">Nahigian Strategies<\/a><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong><strong>Segment your contacts<\/strong><\/strong><\/h3>\n\n\n\n<p class=\"sideline\"><em>We\u2019ve found a lot of success using tags to organize contacts and segment media lists based on coverage area. This allows us to target the writers that we\u2019ve worked with previously first, and then move on to other contacts that also cover the same coverage area. Investing in a platform that does a lot of the heavy lifting for you will allow you to be more efficient in targeting more contacts in a shorter period of time, scale this process for multiple clients, and improve your results. - <\/em><strong>Matthew Zajechowski, Outreach Team Lead @ <a href=\"https:\/\/www.digitalthirdcoast.com\/\">Digital Third Coast<\/a><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>A<strong>dd new contacts meticulously<\/strong><\/h3>\n\n\n\n<p class=\"sideline\"><em>When I get a new contact, I try to fill out some details about them, so I know where they fit into my contacts list. I map out their details but one of the most important aspects for me is to get how they like to receive content. This is one of the most important things to note from the off and this is how I like to view my list, so I know from the get-go what I need to do. Once I get to know the journalist well, I add more details. <\/em>-&nbsp; <strong><a href=\"https:\/\/www.linkedin.com\/in\/sandra-coffey-media-publicity-mentor\/\" data-type=\"URL\" data-id=\"https:\/\/www.linkedin.com\/in\/sandra-coffey-media-publicity-mentor\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sandra Coffey<\/a>, Publicity Strategist<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Keep updating your media lists<\/strong><\/h3>\n\n\n\n<p class=\"sideline\"><em>Monitor and stay on top of any company changes that might happen in the media outlets you're trying to reach. 90% of managing a media list is updating it, which will only increase your chances of success. I also like to organize my media contacts through the level of importance and reader base. After all, you want to reach the outlets that will speak to your target audience. <\/em>- <a href=\"https:\/\/www.linkedin.com\/in\/elenaschelfhaut\/\"><strong>Elena Schelfhaut<\/strong><\/a><strong>, freelance PR manager<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br><strong>Don\u2019t treat your contacts as faceless records in your media relations CRM<\/strong><\/h3>\n\n\n\n<p class=\"sideline\"><em>As a former reporter myself, my biggest tip is to view these contacts as people who have an important job and mission, not just as pitches who can help you help your client. We know that the media is a fluid entity, and it's important to recognize that we are providing a valuable service to them and our clients. We never want a contact to feel like a faceless number in a system, which is why we never do press releases or mass data overhauls, or some of the more traditional media methods. I know what it's like to receive hundreds of mass pitches, so we are striving to do better.<\/em> - <strong>Dana Stein, Senior VP of Public Relations @ <\/strong><a href=\"https:\/\/www.pinksharkpr.com\/\"><strong>Pink Shark PR&nbsp;<\/strong><\/a><\/p>\n\n\n\n<p><br>With these PR tips, managing press contacts should get much easier. The question remains, however:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"choosePRCRM\"><br><strong>How to choose the best PR CRM?<\/strong><\/h2>\n\n\n\n<p>Before you start researching and trying out different PR tools, ask yourself:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How big and organized is your contact list?&nbsp;<\/li>\n\n\n\n<li>What other PR activities do you want to streamline with a PRM?<\/li>\n\n\n\n<li>How many people are going to use the PR CRM software?&nbsp;<\/li>\n\n\n\n<li>What is your budget?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Every PR team is unique and might find different PR tools better. Knowing the answers should help you narrow down your choices and, eventually, choose the best CRM for your PR needs.&nbsp;<\/p>\n\n\n\n<p>When making the decision, you should also consider the following:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Go after the features you <\/strong><strong><em>really<\/em><\/strong><strong> need<\/strong><\/h3>\n\n\n\n<p>PR CRM tools come with a lot of functions but it\u2019s likely that you won\u2019t be using all of them. In fact, <a href=\"https:\/\/www.softwareadvice.com\/resources\/crm-trends-2016\/\" target=\"_blank\" rel=\"noreferrer noopener\">research shows<\/a> that first-time CRM buyers often overestimate the features they actually need. Don\u2019t simply go for \u201call-in-one\u201d PR tools, but choose a PR CRM that can suit your needs\u2014there\u2019s no point in paying for something that you\u2019re not going to take advantage of.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Compare the costs of different PR CRM tools&nbsp;<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/prowly.com\/magazine\/buying-pr-software\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/buying-pr-software\/\">The cost of PR software<\/a> varies greatly and often depends on several factors, such as the availability of features or the number of users. Since some PR CRM tools come with quite expensive and long-term contracts, it makes sense to think of your needs and budget first before you start <a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/magazine\/cision-vs-meltwater\/\" target=\"_blank\">comparing different solutions<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Leverage free trials of shortlisted PRMs<\/strong><\/h3>\n\n\n\n<p>Many vendors offer free trials and personalized demos, which you should definitely leverage. These will not only help you see the chosen PR CRM tools in action but also figure out how exactly they can suit your PR needs before making any commitments.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Pay attention to user experience&nbsp;<\/strong><\/h3>\n\n\n\n<p>Easiness of use is <a rel=\"noreferrer noopener\" href=\"https:\/\/financesonline.com\/crm-statistics-analysis-of-trends-data-and-market-share\/\" target=\"_blank\">what many professionals look for in a CRM<\/a>\u2014and rightly so. PR CRM software is supposed to help you save time and energy, not make your job more difficult. Choose a PRM that\u2019s intuitive and offers the best user experience possible. If there\u2019s anything that irritates you or slows you down, you might want to look elsewhere.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Check whether there\u2019s a training session included in the price<\/strong><\/h3>\n\n\n\n<p>Without proper configuration, training, and support, it might be difficult to make the most of your media relations CRM in the long run. Try to assess <a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/customer-success\/\" target=\"_blank\">the quality of customer support<\/a> and knowledge base during the free trial, and check whether there\u2019s a personalized onboarding session included in the price.&nbsp;<\/p>\n\n\n\n<center>\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"2bfab425-3413-406b-9779-b98712b463bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792143342000-5021463068\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792143342000-5021463068\"><\/div><\/center>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"choose-a-crm-that-meets-your-pr-requirements\"><br><strong>Choose a CRM that meets your PR <\/strong>requirements<\/h2>\n\n\n\n<p>To cut a long story short: public relations CRM means more effective press contact management, which results in better relationships with specific journalists &amp; media outlets, and helps you <a href=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\" target=\"_blank\" rel=\"noreferrer noopener\">gain wider coverage<\/a>. Instead of trying to figure out whether you need a PR CRM, then, you should focus on how to choose the best CRM that meets your PR requirements.&nbsp;<\/p>\n\n\n\n<p>Even though PR CRM tools are fairly new on the market, there\u2019s already a variety of PRMs out there. When choosing the best software for your PR needs, make sure it can ease all your press contact management efforts, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Managing your media contacts<\/li>\n\n\n\n<li>Finding new connections to add to your contact list<\/li>\n\n\n\n<li>Segmenting and organizing all your records<\/li>\n\n\n\n<li>Creating targeted media lists&nbsp;<\/li>\n\n\n\n<li>Sending personalized email pitches&nbsp;<\/li>\n\n\n\n<li>Measuring the results of your pitches&nbsp;<\/li>\n\n\n\n<li>Planning follow-ups&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Not to brag, but you can do all of these PR activities (<a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/magazine\/make-the-most-of-prowly\/\" target=\"_blank\"><strong>and more<\/strong><\/a>) in Prowly. It\u2019s a comprehensive <a href=\"https:\/\/prowly.com\/magazine\/media-relations-tools\/\">media relations tool<\/a> with an intuitive user interface, great customer support, and affordable pricing plans. See it for yourself.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/pr-crm\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<p><br><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover photo by Jen Theodore<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the years, Customer Relationship Management (CRM) software has seen wide adoption across sales, customer support, and marketing departments. For some reason, CRM tools for PR have only just started gaining traction.&nbsp;&nbsp; Like most PR practitioners, you might be struggling with keeping your contacts well-organized and up-to-date, especially if you share them with other team [&hellip;]<\/p>\n","protected":false},"author":228,"featured_media":17976,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[349],"tags":[],"class_list":["post-14871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-outreach-and-media-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Should You Manage Your Press Contacts With a PR CRM?<\/title>\n<meta name=\"description\" content=\"Similarly to other departments and teams, PR practitioners have a lot to gain from a dedicated CRM tool. Here&#039;s how to choose the best PR CRM.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prowly.com\/magazine\/manage-press-contacts-pr-crm\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Should You Manage Your Press Contacts With a PR CRM?\" \/>\n<meta property=\"og:description\" content=\"Similarly to other departments and teams, PR practitioners have a lot to gain from a dedicated CRM tool. 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