How do you manage PR contacts and leads with CRM systems?

Managing PR contacts and leads is a crucial part of any public relations strategy. You need to build and maintain relationships with journalists, influencers, bloggers, and other media outlets that can help you spread your message and reach your target audience. But how do you keep track of all these contacts and leads, and how do you communicate with them effectively? One way to do that is by using a CRM system.

1 What is a CRM system?

A CRM system, or customer relationship management system, is a software tool that helps you organize, store, and manage information about your customers, prospects, and partners. It can be used to create and update contact profiles with relevant details like name, email, phone number, social media accounts, interests, preferences, and history. Furthermore, it can assist in segmenting and categorizing contacts based on criteria like industry, niche, media type, location and engagement level. Additionally, it allows you to track and record interactions with your contacts such as emails, calls, meetings, pitches and feedback. Moreover, it can automate and schedule outreach activities like sending personalized emails or reminders. Finally, it can help analyze and report on PR performance like measuring reach or ROI.

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Ariel W.

Project Analyst | Strategic Planning and Development | Fractional CMO
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Automation is key in a fast-paced working environment like PR. Often our teams are small (but efficient!), and the demands of constantly evolving communication channels require us to stay ahead of the curve. Time invested to fine-tune a CRM system, strategically establish communication pipelines, and leverage automation whenever possible, is well spent. This approach ensures that our efforts are focused on the most important conversations, while still nurturing those milder-temperature leads, optimizing productivity.

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2 Why use a CRM system for PR?

Using a CRM system for PR can offer you many advantages, such as streamlining and simplifying your PR workflow to save time and effort, as well as helping you prioritize and focus on the most relevant contacts and leads. Additionally, it can help you tailor and personalize your messages to each contact, identify the right media outlets and influencers for your brand and goals, and track and optimize your PR campaigns. All of these benefits can ultimately lead to an increase in visibility, credibility, productivity, and results.

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Emma Speirs

Director at Ballyhoo PR | Freelance writer and public relations consultant | Copywriter
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It is so important to send relevant content to the right journalist. Not only does it mean you stand a greater chance of securing media coverage, it helps to build meaningful, long lasting relationships with journalists. Keeping up to date records on a CRM system of who works where, what content they do/don’t like to receive, any regular features and when in their production cycle to contact them (if working with print publications) helps both sides and results in a fruitful relationship for all parties involved.

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3 How to choose a CRM system for PR?

When selecting a CRM system for your PR needs, it's important to consider various factors, such as your PR objectives and strategy, team size and structure, budget and resources, and preferences and style. To ensure the system aligns with your PR goals and supports your tactics, consider how many people are involved in your PR activities and how they collaborate. Additionally, assess the cost of the system and what kind of technical support and training is necessary. Finally, think about what features and functions you prefer as well as customization and integration options. By taking these considerations into account, you can choose the best CRM system for your PR needs.

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Simon Tam

Author | Musician | Speaker | Troublemaker at The Slants & The Slants Foundation
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One way to vet CRMs for PR, specifically solutions that offer media contacts like Cision, Meltwater, and MuckRack, is to become a source yourself (by launching a podcast, blog, or other platform). You can see how quick they these sights are to adding you, how accurate the information is, and they handle corrections. Not all of these solutions are created equally - most are driven by engineers and not necessarily public relations professionals - so it is important to vet things as both as user of the product as well as a target recipient of communications.

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4 How to use a CRM system for PR?

Once you have chosen a CRM system for PR, it is essential to learn how to use it effectively. You can import and update your existing contacts and leads by uploading files, syncing with email or social media accounts, or using web forms or plugins; then segment and categorize them into different groups based on criteria such as media type, industry, niche, location, engagement level, or stage in the PR funnel. Additionally, you can plan and execute your outreach and follow-up activities by creating templates, scripts, or campaigns, setting reminders or alerts, scheduling emails or calls, or using automation or AI tools. Furthermore, you can monitor and measure your PR performance by creating dashboards, charts, or reports, tracking metrics or KPIs, or using analytics or feedback tools. Doing so will help you personalize and customize your messages and offers to each contact and lead as well as evaluate and optimize your PR campaigns and activities based on the data and insights.

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5 How to improve your CRM system for PR?

Using a CRM system for PR is not a one-time thing. You need to constantly improve your CRM system to keep up with the changing needs and expectations of your contacts and leads, as well as the evolving trends and best practices of the PR industry. To do this, you should seek feedback and suggestions from your contacts and leads by sending surveys, polls, or quizzes, asking questions, or conducting interviews. You should also seek feedback and suggestions from your PR team and stakeholders by conducting meetings, workshops, or brainstorming sessions, asking questions, or collecting testimonials. Additionally, you should seek feedback and suggestions from your CRM system provider and experts by reading reviews, ratings, or case studies, attending webinars, trainings, or events, or joining forums, groups, or communities. This will help you understand their needs and preferences, as well as challenges and successes while improving your communication and relationship building skills.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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James Hicks, APIO

Advanced Public Information Officer | Communications Innovator | FAA Part 107 Certified Drone Pilot | IPAWS MDD | Podcast Host | Freelance Writer
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Don’t count out database driven apps like Notion or Mem. Notion can be a powerful source of information storage. It also has other uses like being a media mention storage database or a content calendar.

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How do you manage PR contacts and leads with CRM systems?

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1 What is a CRM system?

2 Why use a CRM system for PR?

3 How to choose a CRM system for PR?

4 How to use a CRM system for PR?

5 How to improve your CRM system for PR?

6 Here’s what else to consider

Public Relations

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How do you manage PR contacts and leads with CRM systems?

1

2

3

4

5

6

1 What is a CRM system?

2 Why use a CRM system for PR?

3 How to choose a CRM system for PR?

4 How to use a CRM system for PR?

5 How to improve your CRM system for PR?

6 Here’s what else to consider

Public Relations

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