In an industry that’s constantly growing, evolving and changing, it can feel like a constant battle, keeping up with the latest developments and trends affecting all aspects of digital PR.

Whether you’re a digital PR specialist working across a number of clients, or an in-house marketing specialist working on one key brand, streamlining your processes will surely be at the top of the to-do list.

From automatic media monitoring, through to prospecting for an upcoming campaign, adding some of these tools to your digital PR toolkit could really help streamline your workflow.

Digital PR Toolkit – Top Picks

1. Mozbar

Mozbar has been part of my own digital PR toolkit for the last 8 years, sitting quietly at the top of my browser window, allowing me to quickly assess a website when prospecting for a link building campaign.

2. Streak for Gmail

A very useful tool when you get down to the promotion aspect of your campaign. You get notified when someone reads and opens your email and you can use the pipelines to collaborate with the rest of your team. Streak even has a function whereby you can store frequently used emails (such as your outreach or prospecting emails) so you can keep them safe for next time.

3. Google Search Console

Google Search Console is quite possibly the most useful tool when it comes to campaign ideation. As long as you have the required access, you can take a peek at keyword queries your brand is already ranking well (and not quite so well) for, amongst a whole host of other reports.

4. Google Analytics

If you’re using campaign URLs with UTM parameters, then you want to take a look in Google Analytics. In here, you’ll be able to see the impact of your campaigns, as well as any historical seasonality associated with your brand.


For online PR, the content explorer tab is really your best friend. Search topics to discover other successful campaigns, as well as discovering new sites to pitch your content to. You can even use advanced search operators within AHREFS to really drill down the type of website that the software returns to you. The AHREFS blog is a great resource to help you get the most out of your subscription.

6. Talkwalker Alerts

Get your brand mentions delivered to your inbox instantly, as soon as they appear. I tend to set up Talkwalker alerts for every brand I work on, so I have full visibility over any branded coverage out there. This is also a very useful tool if you’re working on a ‘Link Reclamation’ campaign as you can simply keep an eye on any brand mentions that appear.

7. Percentage Calculator

If you’re working on a data-led digital PR campaign, chances are you’ll be looking to work out percentages. If, like me you a way with words rather than a head for figures, Percentage Calculator should be firmly in your bookmarks bar.

8. Trello

If you’re working on a campaign with a larger team, then Trello is a great way to keep track of tasks. It updates instantly and allows for commenting, so you can keep tabs of where your work is up to.

9. TeamGantt

A big part of online PR is project management. This is especially true if you work in an agency or freelance setting. TeamGantt can help you track overall campaign progress and plan in any contingency time.

10. Reddit/Quora/Answer the Public

These two sites can give an interesting insight into topics you might not already be accustomed to. Reddit, Quora and Answer the Public are great sources of campaign ideas as well as acting as a barometer when you’re initially testing your idea.

Looking for some fresh ideation techniques? Check out these four quirky techniques that could bring some more creativity and objective thinking to your ideation process

11. Copyscape

If you’re using freelancers to help you write content, then Copyscape is invaluable in your proofing process. Simply paste the contents of the article to see if it has been taken from elsewhere without your knowledge.

12. Evernote

If you’re the kind of person that has a brainwave on the bus or an idea in the shower, then Evernote is one of the best ways to keep track of them. Install the apps across your phone, tablet and laptop and your ideas will synch to your account, allowing you to access them whenever you choose.

13. Pinterest

Thinking about using an infographic within your campaign but don’t know where to start? Pinterest is full of beautiful content, from colour palettes to data visualisations. Before briefing your designer, it’s worth taking a look here to see what’s already popular.

Armed with these tools, you’ll be able to automate and speed up so many different aspects of your daily workload, leaving you with more time and freedom to be creative.