Public Relations (PR) CRM software facilitates the storage of contact details and the management of relationships with stakeholders and influential figures such as journalists and bloggers. Customized to cater to the specific needs of PR agencies and departments, this software equips PR teams with essential tools for effective communication with media members, monitoring the history of a company's interactions with individual influencers, and evaluating engagement levels with PR campaigns. PR CRM software is commonly integrated with other PR solutions like press release distribution and analytics software. Although there is some overlap with media and influencer targeting tools, PR CRM primarily aids in the tracking, organization, and evaluation of existing media relationships, while the latter focuses predominantly on lead discovery and outreach efforts.
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