Core agency jobs
The software must support list building, pitch history, client-specific reporting, and clean handoff between account owners.
- Client workspaces matter.
- Export rights matter.
- Pitch history should be searchable.
Best fit by agency type
Boutique agencies usually start with Prowly or Muck Rack. Salesforce-heavy agencies should evaluate Propel PRM. Global agencies may still need CisionOne.
- Prowly for budget.
- Muck Rack for data quality.
- Propel PRM for Salesforce-native operations.
Reporting is the renewal risk
Client reports should show reply rate, coverage quality, message pull-through, and useful context instead of raw clip volume.
- Avoid AVE-first reporting.
- Define client-specific KPIs.
- Check dashboard exports.
Tools mentioned
FAQ
What PR software is best for agencies?
Muck Rack is strongest for data quality; Prowly is practical for smaller agencies; Propel PRM fits Salesforce-native agencies.
Should agencies use separate tools per client?
Usually no. They need one workflow with clean client separation, permissions, and exports.