PR automation software: Work faster, pitch smarter, and get better results

Ever feel like your to-do list is multiplying faster than media coverage during a celebrity meltdown? You’re not alone. Between pitching, tracking coverage, sending follow-ups, reporting results, and oh – actually doing your job – modern PR has become a multitasking minefield.

That’s where PR automation software can help.

PR automation isn’t about replacing people with robots. It’s about automating repetitive tasks so you can focus on the human stuff: building relationships, crafting killer stories, and steering the brand ship. 

Automatically see which of your contacts need an update with your Prezly CRM.

From managing media lists to scheduling pitches and tracking results, smart tools can save you hours each week. In this guide, we’ll break down:

• What PR automation software is (and what it isn’t)
• Key features to look for
• How to use automation to your advantage without sounding like a bot
• Real use cases where automation helps (without compromising creativity)
• And, yes, why tools like Prezly make it all way easier

Let’s dive in.

PR automation software helps public relations teams streamline time-consuming tasks, such as:

• Sending press releases and media pitches
• Managing journalist contact lists, filtering by media type, and tracking outreach
• Monitoring media coverage across news and social platforms
• Generating PR reports and performance insights

These tools don’t replace the human side of PR – your storytelling skills and relationships still matter. Automation just cuts down on manual busywork, helping you work faster and more efficiently (or use those extra few minutes to take a well-earned break).

• A replacement for human interaction
• A one-size-fits-all fix
• A set-it-and-forget-it solution

The best PR pros use automation as an enhancement, not a substitute. It’s a way to streamline the grunt work – like organizing media lists or sending follow-ups – so they can spend more time crafting narratives, connecting with journalists, and driving real impact.

PR professionals spend up to 20 hours per week on repetitive tasks – think follow-ups, formatting reports, updating media lists, and logging coverage. 

That’s half the workweek eaten up by admin. It’s no wonder more teams are turning to PR automation software to take back control of their time.

Here’s why PR automation is gaining ground:

Schedule pitches, set up press release distribution, automate follow-ups – and take back your mornings. Fewer manual emails, more mental bandwidth.

Good automation software will flag bounced emails, unsubscribes, and outdated contacts. That means less spreadsheet stress and more confidence in your media list.

From following up to sending coverage reports, automation ensures your team never misses a beat. Campaigns stay on track – even when you’re juggling five launches.

Built-in analytics help you see exactly what’s working: who opened your pitch, which links were clicked, and what content landed. This means smarter campaigns and stronger reports.

Whether you’re a solo comms lead or part of a global agency, automation lets you scale your work without scaling your stress. Grow campaigns without burning out.

For example, imagine a startup launching a new product. With automation, they can instantly distribute a press release to tailored media lists, schedule a follow-up based on engagement, and track coverage as it comes in – all while focusing on launch day chaos.

Here are just a few examples of what PR teams can automate to make life easier:

Stop chasing bounced emails. Good tools will auto-clean your list, track unsubscribes, and help you tag contacts based on beat, region, or response rate.

Build it once, publish it everywhere. With Prezly, you can create multimedia-rich press releases, host them in your newsroom, and send them straight to your contacts.

Use templates + custom fields to send individualized emails at scale – without sounding like a robot. Schedule follow-ups based on engagement.

Integrate with tools like Google Alerts, Talkwalker, or simply use Prezly to automatically log media hits in your CRM. More than just reporting, tracking past coverage also helps PR teams understand media trends and tailor their pitches more effectively.

Export campaign results with just a few clicks. Share coverage, engagement, and reach in formats your team (and your boss) will actually want to read. By using social monitoring tools, you can track real-time engagement and adjust your PR strategies as needed.

Automation is powerful, but it’s not the answer to everything. There are times when you should absolutely hit pause and go manual:

• Sensitive crisis comms – These require a personal touch and careful messaging
• Relationship building – Grab coffee. Send a handwritten note. Follow up thoughtfully.
• Custom, high-stakes pitches – A story angle for The Verge won’t be the same as one for TechCrunch

Use automation to support your strategy – not become it.

Not all tools are built the same, and choosing the right PR automation software can make or break your workflow. 

When evaluating your options, consider the following:

• Media contact management – Look for tools that make it easy to store, segment, and update journalist contacts. Bonus points if it logs every interaction automatically
• Multimedia newsroom – A good software solution should offer a branded, centralized space where all your press assets (like images, logos, and releases) live, ready to be shared at a moment’s notice
• Campaign scheduling – The ability to plan your outreach in advance – complete with automated follow-ups – saves you time and ensures consistent delivery
• Pitch tracking – Knowing who opened, clicked, or responded to your pitch helps you refine your mess aging and increase success rates
• Media coverage tracking – Get real-time updates when your brand is mentioned online and tie that coverage back to specific campaigns or contacts
• AI translation – Need to localize your content? Get draft one done in seconds instead of waiting days for turnaround

Prezly checks all these boxes and more – with an intuitive interface, a built-in CRM, and seamless team collaboration. Whether you're working in-house or in an agency, try it free for 14 days and see the difference.

Of course, there’s a helpful, mindful way to use automation and AI to improve your work (and your work–life balance)... and then there’s the lazy, impersonal way that does more harm than good.

Automation is great for scale, but PR is about people. Relying solely on software to pitch and follow up strips away the relationship-building that makes PR effective. If you’re sending 500 templated emails, don’t expect glowing coverage – or any coverage at all.

Mass pitching might save time, but it can seriously hurt your credibility. Journalists have different beats, formats, and preferences – ignoring these in favor of speed can burn bridges you didn’t even know you had.

Automation tools give you data for a reason. If you’re not reviewing open rates, click-throughs, or coverage results, you’re flying blind. Using automation without performance insights is like launching a campaign and never checking to see if anyone responded.

The key takeaway? Automation should enhance your workflow, not replace thoughtful strategy. Done right, it supports deeper relationships, better targeting, and smarter decision-making.

Handling sensitive data is a big part of PR automation – think media contacts, press releases, and coverage reports. Ensuring this data is protected and compliant with regulations like GDPR and CCPA is crucial. Here’s how PR professionals can keep their data secure:

• Use secure and compliant automation tools: Opt for PR automation tools that adhere to high security standards. This ensures your data is in safe hands
• Implement data retention policies: Make sure data is stored securely and only kept for as long as necessary
• Use encryption: Protect sensitive data with encryption to prevent unauthorized access
• Regularly review and update data: Keep your data accurate and compliant by conducting regular reviews and updates

PR automation software doesn’t write your story – but it does give you the space and time to make it great.

For PR pros drowning in admin tasks, toggling between tabs, and manually tracking coverage, automation isn’t just convenient – it’s sanity-saving. With the right tool, you can trade in the chaos of spreadsheets and manual follow-ups for a streamlined workflow that lets you focus on strategy, storytelling, and actual results.

This is where Prezly shines.

Prezly brings together everything you need to run smart, efficient PR campaigns: contact management, multimedia pitching, branded newsrooms, and media monitoring – all in one sleek platform.

Whether you're a lean in-house team or working with an agency, Prezly keeps you organised, in control, and ahead of the curve.

Start your 14-day free trial of Prezly today – no credit card required.