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PR Tools & Techniques Every Business Owner Needs

Amanda Lauren & Jennifer Jaden at Gal Media on PR Tools

Getting featured in the media is easy as long as you have the right pr tools and techniques. When you’re an influencer or have a small business, no matter what industry you’re in, there are press opportunities available for you every single day. You just need to know where to find them and the best ways to use these tools. Here are a few of our favorites.

Side note: The information in this post is perfect for business owners and influencers looking to dip their toe in the water of public relations. If you’re ready to skip to the good stuff, click here to learn more about our online public relations course, Pitch, Please!


Clubhouse is an audio-only app that really blew up during the holiday season of 2020. As of January 2021, you need an invitation to get in and these invites are a true gift. It is the next big thing and it will definitely change the social media game.

Clubhouse is a place where you can network with celebrities and thought leaders alike including Oprah, Kevin Hart, Drake, Chris Rock, Ashton Kutcher, Gary Vaynerchuk, and Grant Cardone– just to name a few people.

The app has a simple, easy-to-use interface with different rooms and where you can listen in (much like a podcast) or participate in panels, networking discussions, Q&As, etc. There are even once-in-a-lifetime opportunities to pitch to the Sharktank Sharks.

So many successful people are using the app every day (seemingly every hour) to discuss and share their best tips about every aspect of business from PR to SEO, marketing, etc. All the conversations vanish when the room closes and nothing is recorded.

If you are already a member Clubhouse, we’d love for you to follow us— @amandalauren and @jenniferjaden. We plan on doing lots of PR panels and can’t wait to connect with you!


Cision is a media database of reporters and journalists from all the major publications. It’s a great PR tool that can save you time on researching and targeting journalists that cover topics related to your business as well as their email addresses. This makes pitching really easy.

This database also includes mailing addresses, which can be helpful for product sampling marketing. Cision also offers newswire distribution, and monitoring, as well as attribution. This software has been around for a long time and lots of businesses both large and small use it. Keep in mind that Cision charges a subscription fee.

Muck Rack

Like Cision, Muck Rack is a subscription-fee media database. It’s also a newer company that touts itself on efficiency and streamlining the pitch process. This PR tool has lots of useful features including the capability to send personalized emails without needing to create a new email for every journalist you’re trying to reach out to. You can also schedule future emails, customize follow-ups, etc.

While MuckRack and Cision aren’t the only media databases available, they are two of the most popular. We recommend comparing specific features on your own and requesting free demos so you can decide what makes the most sense for your business.


HARO stands for Help A Reporter Out. It’s a FREE newsletter that comes out every day, listing media opportunities from top sites like The New York Times, Business InsiderBustleMind Body Green, and [insert your dream publication here]. Reporters, editors, and journalists use this outlet to find people to feature and quote in their articles— whether it’s a commentary on politics, fashion trends, gut health, or anything and everything in between. This is one of the best PR tools out there. This aspect of PR is covered in depth in our online public relations course, Pitch, Please!

Note that HARO is owned by Cision, but you don’t have to be a member to use it.

For more tips on getting the most out of HARO and how to pitch reporters, click on this blog post.


Twitter is a truly underutilized resource for getting media placement. Many journalists and editors seek out sources on this social media platform. Search for the name or handle of a website you’d like your business to be featured on. Then click the “people” tab to find writers who cover your area of expertise for that publication.

Here’s a link to a call out Amanda Lauren (Forbes Contributor and co-creator of Pitch, Please!) did looking for gamers to feature in an article. Read through the thread to see how easily the people who responded had their names on Forbes just two days later!

And no, your follower count doesn’t really matter here. All you need is a professional-looking profile.

Opps Of The Week Newsletter

We highly recommend subscribing to the Opportunities Of The Week Newsletter. For just $3 per month, it’s one of the cheapest and best PR tools out there. This newsletter has a list of the Twitter calls for pitches from editors. While most of the people who subscribe are freelance journalists, this is a MUST for experts and thought leaders. It’s also a great resource for contact information like email addresses.

Facebook Groups

We get it. You might have mixed feelings about Facebook on a personal level but it can be a great PR tool. After all, who wants to know about your Aunt’s dental problems or that the annoying girl from high school that had her third baby? However, there are so many amazing opportunities that Facebook has for your business.

There are opportunities for media features online, in print, and on television every day in Facebook Groups. You can pitch directly to writers, find out what types of sources they’re looking for and the products they’re looking to feature in their roundups. Remember to turn on notifications, so you don’t miss out on anything.

Other than PR Tools. There are also lots of groups with influencers and other entrepreneurs where you can connect and collaborate. Once you find one or two, you will easily be able to find more.

Here are few links to get you started:

Sharing Opps: PR-FRIENDLY

PR, Marketing and Media

CZARS Beauty and Wellness Sub Group

Beth Hellowell
Founder of Women in Agencies and co-founder of Signify Digital. Mother, social media scroller and frequent pasta eater.