Which tools are worth it for PR pros?

For PR pros, tools are a blessing—and a curse.

Digital resources for creating content, managing workflows and improving communication are unprecedented in their sophistication. But they can also be a headache, as PR pros have to juggle platforms and plugins that don’t speak to each other, trying to match the needs of individual clients.

“Technology is great—but you know, it takes us away from doing our jobs, which is pitching and getting clients press,” says Jeremy Murphy, founder of 360bespoke and author of a forthcoming humor book on the trends that really grind PR pros’ gears.

“There’s so many platforms that people expect you to use instead of what used to work, which was picking up the phone and calling a reporter and getting them to write a story,” he says.

It’s a question for PR pros about how much technology is actually helping them do their jobs—and what just clutters their to-do list. In our list of tools that have come in handy for PR pros in 2021, measurement and connection were top priorities.

So, which tools are helping PR pros and communicators do their jobs?