The World’s Leading Tech PRs’
Top Productivity Tools

What if you could buy some time?

Time to spend doing more meaningful work? Time to spend with your family? Time to work harder so you can get that promotion?

One of the best time-savers is the plethora of online tools that have sprung up over the last few years. Productivity tools that will help you and your PR team do things better and faster.

But what if – ironically – you don’t have THAT time to get to know all these tools. Don’t have time to read posts like this one.

What if someone asked your peers – the world’s top technology PR pro’s – what they (and their teams) used?

Asked them to name their top three. Then announced the result.

Would that be useful?

Yes, I thought so too.

So I asked the world’s top tech comms pro’s.

Can you name your three favourite online comms tools (the ones that make your life easier).

And state the reason for your choice in one sentence per tool.

Top Tech PR people and brands

In a hurry?

Get a list of their favourite tools


Even though I’m something of a productivity tools power-user myself, I was impressed by their answers.

And the calibre of the respondees blew me away.

Senior in-house folks and agency founders from across Europe and North America. Applied Minds, Bateman Group, Brother, Burson Marsteller, Freuds, Google, Hotwire, Samsung, Sparkpr, and 5WPR, to name but a few.

What you’ll get in this post

  • The experts’ top tools and what each helps them with.

  • Results: the top PR tools as voted by the world’s leading tech comms pro’s.

  • Five key takeaways (in case you’re skim reading).

The favourite tools of top Tech PR's

Dee Gibbs

Dee Gibbs

Founder and CEO
Liberty Communications

The Internet! We’re a technology PR firm so every technology makes a difference, but the advancement of PR tools such as media databases and measurement tools have certainly made life easier for us.

New channels of communication such as social media and the plethora of new devices enable us to inform and engage with a wider community.

Favourite business apps: email/Skype/Uber.

Three tools:

LinkedIn – LinkedIn is an excellent tool in PR, we use it daily to research our media and analyst targets to make sure that the information we have is up to date. We also like to use it to research any new business leads and how they like to describe themselves.

The Hemingway App – This app acts as a virtual editor and reviews our content for us before we hit send. It can flag common errors and things like run on sentences to make sure that our writing is concise and grammatically correct.

Nuvi – Nuvi is a real-time social media monitoring tool that we like to recommend to our clients to help keep track of the conversations happening around them and their competitors.

We would never make a recommendation to a customer without being able to support it and the data we receive from Nuvi helps us to properly analyse and engage with followers on behalf of our customers.

Jason Mandell

Jason Mandell

Co-Founder, Principal
San Francisco

Slack – We were one of the first companies to use Yammer, then moved to our client TIBCO's Tibbr, and finally switched to Slack a couple of years ago. It's become more than a tool for collaboration and fun; for many of our teams and groups, it's now the primary vehicle for day-to-day communication.

Google Apps – Fairly obvious, but being released back in 2008 from the shackles of Microsoft has freed us up to live in a far more convenient, efficient and enjoyable work environment.

Twitter – For all its recent struggles, the bottom line is Twitter is the best RSS feed ever created. It's not a fantastic business, but as a public good for distributing and consuming information, it is unparalleled.

Mark Jansen

Mark Jansen

Head of Corporate Affairs
Google (Benelux)

Google Docs – Get rid of the frustration of having 10 different versions of the same document, and work real-time in that comms strategy or press release with a dozen co-workers. Regardless of their location.

Google Hangouts (video calls) – We have lots of people across the globe, yet even though we're a tech company we still value face-to-face communication. And Google Hangouts make it possible to interact with colleagues as if you're sitting at the same table.

Google News Lab – We recently set up a team that helps media organisations to use our tools to enrich their reporting. This website gives a great overview of those tools, and communications professionals can benefit hugely. From data journalism to YouTube for storytelling – insightful and free online classes for everyone that cares about finding new ways to tell a story.

Cordelia Meacher

Cordelia Meacher

Managing Director
FieldHouse Associates

WhatsApp – We use it for client-specific and team-wide internal comms. It alleviates email traffic, and is a great avenue for quick-fire comms. It's also great fun.

Google Docs – Perhaps an overly obvious one but being able to collaborate on documents has changed the face of PR in many ways. One joined up press release or article that everyone can see, instead of perhaps tens of versions all on numerous confusing emails, makes life a lot simpler and straightforward.

DocuSign – Everything is online now, and not many people have scanners, and so being able to sign documents quickly and easily without ever having to print, scan and send, is a massive time saver and pain relief.

Bill Bourdon

Bill Bourdon

Partner and Agency Leader
Bateman Group
San Francisco

I use Google Search to discover the majority of my news.

I use Google Drive to collaborate with my teams and clients.

I use Trendkite to understand how our clients' PR programs are performing.

Jennifer Rosenbaum

Jennifer Rosenbaum

Communications Strategist
Applied Minds
New York

Read everything:

From the New York Times to media coverage of major tech shows such as CES and SxSW Interactive. And, after you’re done reading the current news, read everything in between. The more you learn, the more you can contribute to your clients’ communications goals.

Research everything:

The who, what, where, when, and how. And then, connect the dots to future stories and trends. There is no substitute for institutional knowledge but being ahead of the curve puts you light years ahead of the rest.

Customise everything:

Create a top storytelling model from a macro perspective but add a bottom-up, customised message strategy so that the story is unique to its subject.

There are no short cuts. You must do your due diligence otherwise you run the risk of sounding like everyone else.

And, isn’t the purpose to be unique so that you can rise above the chatter and distinguish yourself as a communications expert that is able to speak to any idea, any subject, and at times, give a perspective on a subject matter that is not necessarily part of your wheelhouse?

Donna Burke

Donna Burke

Founder and Chief Client Officer
San Francisco

Here’s what I live and die by:

Clicktime – For managing the agency. We worked with them to build out advanced features that all types of agencies can leverage to manage their business.

ITDatabase – For media lists, editorial calendars and seeing all the stories on a specific trend or topic on one page.

Slack and Google Docs are critical for managing client deliverables, projects and team communications in real-time. We are power users of both to cut down on email and version control, respectively.

Ronn Torossian

Ronn Torossian

New York

LinkedIn (To engage with those outside the company/keep in touch with my network).

Medium (To present think pieces and read those from other influencers).

Evernote (To take/store notes).

Lena Heuermann

Lena Heuermann

Spokesperson / Head of Product Communications
Google (Germany)

Google Docs – Real-time collaboration on blog posts, press releases, briefings etc. Life without it was a pain.

Google Hangouts – Chat, calls and (group) VC's on mobile and desktop no matter where I am; gives freedom and flexibility back.

Doodle – Finding a date which works for everyone to have a meeting/lunch/dinner/event/whatever.

Karolien de Prez

Karolien de Prez

Press and PR Manager

My Outlook mailbox and calendar are one of my most important working tools. It is where I start and end my day, plan the meetings to get the information I need for my PR actions, respond to press requests, and organise my most urgent personal to do’s.

Larger projects are planned via Asana, a great project management tool that I share with my other PR colleagues and our agency. I started working with Asana a few months ago, and it has definitely improved our project management.

Because of the hierarchy in the tool, you can organise several smaller tasks per project and it still allows you to keep the overview. It also allows you to communicate via the tool by the comment section below the tasks and thus limits the use of email (and an overflowing inbox).

We have been using Prezly for almost a year and a half and it has made a huge improvement to our PR actions since. Not only do we no longer struggle with our Excel contact lists, it is also a great way to communicate with journalists and stakeholders. And on top of that it is beautifully designed (and allows for a great personalised newsroom).

Since we can now track our email campaigns, we manage to better target our messages. It definitely makes our lives and that of our stakeholders easier.

PR and communication are also continuously evolving, and what I really appreciate is that Prezly also continues to evolve which makes it a must-have for any PR professional.

Angie Moxham

Angie Moxham

Chief Monkey, Europe
3 Monkeys | Zeno

Social media, especially Twitter and Facebook.



Jennifer Stephens Acree

Jennifer Stephens Acree

JSA Strategies
Santa Monica, California

ITDatabase – Good for research and opportunities.

Yast – For time tracking – simple and easy to use.

Talking Biz News – To keep up with media changes.

Fred Bateman

Fred Bateman

CEO and Founder
Bateman Group
San Francisco

I would say our most important software tools would include the following four:

Cision/Vocus – A basic tool I'm sure every PR professional will list.

ITDatabase  –  At Bateman Group, we use ITDatabase more frequently because its tech-focused and goes deeper into the IT publications than Cision.

TrendKite – For measurement - we like Trendkite because it has great features for determining message penetration and brand association with key terms.

Sysomos – Also for measurement because using two tools gives us more credibility and shows we're not gaming the numbers. Also, Sysomos excels at measuring share of voice in traditional media outlets, blogs and Twitter. It’s the only service that measures social and the Twitter data goes back 13 months.

Another up-and-coming service we're using for tracking media relationships is Highrise. This has proven quite popular with the team although does require quite a bit of data entry and maintenance to exploit its value.

I've had a lot of other suggested tools come up as I provoked everyone's thinking. In addition to Highrise, Slack, Trello, Evernote and Google Docs have all been mentioned as indispensable tools of the trade.

Alex MacLaverty

Alex MacLaverty

Group MD, Europe

Slack – Project management and collaboration without the faff.

LinkedIn – For staying in touch, reaching out and connecting people.

iPlayer and Guardian apps – To stay on top of the news agenda without getting sucked into the hysteria of Twitter.

Lauren Fisher

Lauren Fisher

Head of Digital

Evernote – Having all my notes accessible across my phone, iPad and computer is incredibly useful, particularly when you’re working in different environments and have to access your notes remotely.

Feedly – This is my first stop most mornings. I probably don’t spend quite as much time as I should on adding and organising feeds, but I have about 30 feeds in there that give me a good rounded view of the news across key sectors

Stratechery – A subscription email written by Ben Thompson. This is brilliant value considering the depth of the daily update you get – it’s not about a sweep of the top headlines but Ben gives a real in-depth look at one or two key issues each day.

It’s also great to see an independent writer cracking the subscription model. And an added bonus – Ben’s podcast ‘The Exponent’ which he hosts with James Allworth is great for a Sunday listen.

Jonathan Simnett

Jonathan Simnett

Managing Director
Big Stick Communications

Slack – For managing internal communication and to facilitate flexible decision-making between leadership teams at the speed of, and volatility inherent in, fast-moving growth businesses.

Google Search – External communication these days is really all about getting on page one of any Google search return, so knowing how to use Google, its myriad of associated tools, and constantly changing algorithms, is essential.

TweetDeck – As more internal and external communication becomes social, such dashboards are necessary for effective managing, measuring and prioritising – one of the originals and still one of the best.

Tom Van De Vreken

Tom Van De Vreken

De Lijn

Evernote – No more notes on paper snippets and napkins. The contemporary cloud-synced Moleskine.

WhatsApp – My personal favourite when it comes to a fast exchange of brief updates, pics and/or video with teams or groups. Especially in crisis situations and when mobile networks aren’t available. Emails don’t get this job done.

Prezly – One stop shopping tool for whoever wants to share news and stories with journalists, stakeholders and other intermediaries. No more wasting time and energy with a separate database, mail software, and uploading heavy attachments on some server.

Like this post so far? Share it with your network.

The world’s leading tech PRs’ top productivity tools

You can change the text after clicking

Rowan Benecke

Rowan Benecke

Global Technology Practice Chair
New York

Flipboard – A useful tool to browse, discover, and share news and content based on particular topics of interest to my clients and teams.

Slack – A helpful collaboration and messaging platform for working with team members spread across multiple geographies and time zones.

Google Translate – For those moments in the back of a taxi while visiting a foreign city, when you don't know where you are and your driver doesn't seem to care.

Giles Peddy

Giles Peddy

Group Managing Director UK

Traackr – This is a great influencer analytics and management tool that enables me to identify key people, network of influence, what they have written about, angles and perspectives. And then manage the interaction with them.

YouGov Profiles – A really useful tool to give us some insights into buyers of brands, so you can compare and inform creative ideation and campaign targeting.

Releasd – A great visual tool for sharing stand-out work or internal initiatives with clients, teams and prospects. We are using it more and more.

Koen Dekoning

Koen Dekoning

Corporate Communications Manager
Samsung Electronics Belgium

To communicate with media, I use Prezly, e-mail, phone, text, WhatsApp and of course lunches (nothing spectacular).

For research I use Google and my network (still being dull here).

And for online media and social media monitoring I’m currently using Coosto.

Editors note: while Koen worked at Toyota, he also used Prezly for media communication. Read his case study.

Victoria Salvador

Victoria Salvador

Senior Manager, Corporate Communications

Grammarly – Having grammatical and spelling errors is a nightmare for every PR professional. Grammarly is an online tool that finds and fixes more than 250 types of errors.

It helps the user improve word choice too! The tool isn’t perfect but is still useful. If your proofreader is on vacation or busy working on other pieces, this online service does a good job.

Evernote – Evernote is an excellent tool to save research. I love it for note-taking too. You can quickly categorise clips, notes, audio and photos into different “notebooks”.

Try it out to gather research and organise it all in one spot. Great ideas for content seem to spark when you’re nowhere near a notepad. Evernote allows you to store your thoughts on the go and tap into them later from any of your devices.

Skype for Business – Nothing beats face-to-face interaction. Hopping into your car or heading to the airport isn't always workable. Skype is the next best thing. I use it for media interviews as well as for meeting with my PR staff.

Tim Turpin

Tim Turpin

Senior Managing Director, Venture Capital Practice
San Francisco

Slack – For communicating in real-time with colleagues – from handling last minute issues to having a little fun.

ClickTime – It’s about more than just tracking where our time goes; we use it as a snapshot for how we are doing in managing our team’s resources, as well as making sure we are doing right by our clients.

Twitter and Techmeme – If I’ve been in meetings or head down, it’s easy to pop into one or both of these to see what the news of the day is…

And a bonus – Pandora – My stations range in genre, but there’s always a good option depending on the type of work I am doing – pitching, writing, research, etc.

Alexander Leinhos

Alexander Leinhos

Head of External Communications
Vodafone Germany

Gorkana – Its media database brings valuable information about all relevant journalists on notebooks, smartphones and tablets, combined with background details and papers.

KM+ – Kantar’s new media monitoring portal, supplying us with all relevant cuttings on Vodafone, most of them in real-time.

Lync – Microsoft’s unified communications solution that we use all over the company, replacing all fixed line phones within Vodafone, making us available under one single caller ID. This lets us chat, VC, and send data in real-time.

Diana Heinrichs

Diana Heinrichs

Manager Biz Dev & Communications

Phone, it's personal, direct,

Outlook – Still the best communications tool to do follow-up with media contacts.

Dynamics CRM – With an Outlook integration.

Twitter – Quick, transparent, direct, mobile.

Dan Chappell

Dan Chappell

Managing Director, Business & Technology

Number one is LinkedIn for staying in touch with key contacts, opportunities and genuine real business insights

BuzzSumo – For content performance, analysis and working through genuine new influencers in key subject areas

Followerwonk – For audience hunting.

Twitter – No other tool offers quick access to evolving opinions and live insight into events and stories. I also use it as a messaging tool with certain clients and media.

Facebook – I have always used Facebook as a sort of CRM platform because it gives me the clearest view of what’s happening in the lives of colleagues, media and influencers. That information is invaluable in maintaining relationships.

Adium – We use Instant Messaging (IM) as our primary real-time communication platform so Adium allows us to homogenise across various platforms. We should probably use Google Apps or Slack, but for now Adium’s a reasonable alternative.

Get a practical overview of their top tools


The Results

Without further ado, the results.
The world’s top tech comms pro’s go-to time-saving tools

#1 Slack 7 votes

Slack brings all your communication together in one place. It's real-time messaging, archiving and search for modern teams.


Slack wasn’t even around three years ago.

#2 Google Docs & Twitter 5 votes

Create and edit web-based documents, spreadsheets, and presentations. Store documents online and access them from any computer.

Google Docs

Google received 14 votes, if you count all its different bits.

Communicate and stay connected through the exchange of quick, frequent messages. People post Tweets, which may contain photos, videos, links and up to 140 characters of text.


#3 Evernote & LinkedIn 4 votes

Note-taking platform. Great for moving to digital. Easy filing by business area or client. Also a business version for collaboration. Cloud syncing for mobile use.


LinkedIn is the leading professional network on the web. Manage what potential employers learn about you from the Internet. Find key contacts at companies that interest you.


Just like the other top three tools, Evernote and LinkedIn are not PR-specific.

3 votes

Google Search, ITDatabase, Prezly, WhatsApp

Of the 15 tools with two votes or more, only three are built for PR's.

Prezly is the prime story management tool for PR pros. It's the fastest way to distribute news, manage a contact database and email influencers.


TrendKite offers insights and business analytics software for organizations to better manage their PR image.


ITDatabase is a research tool designed specifically for the tech industry.


2 votes

ClickTime, Facebook, Google Hangouts, Outlook, Skype, TrendKite

1 vote

Adium, Asana, BuzzSumo, Cision, Coosto, Cortana, DocuSign, Doodle, Dropbox, Dynamics CRM, Feedly, Flipboard, Followerwonk, Google Apps for Work, Google Drive, Google News Lab, Google Translate, Gorkana, Grammarly, Guardian, Hemingway, Highrise, iPlayer, KM+, Lync, Medium, Nuvi, Pandora, Releasd, Stratechery, Sysomos, Talking Biz News, Techmeme, Traackr, Trello, TweetDeck, Uber, Yast, YouGov Profiles


  • The winner, Slack, wasn’t around three years ago. Now it’s the world’s top tech comms pro’s’ favourite online tool. PR is moving with the times.
  • The top three tools are not PR-specific. They help you remember things, speed up research and version control, and help remote teams collaborate.
  • Of the 15 tools that post two votes or more, only three are built for PR's: ITDatabase; Prezly; and TrendKite.
  • Tech PR pro’s’ jobs are changing but media relations remains a key function.
  • Google is the real enabler (14 votes, if you count all its different bits).
David Sawyer

By David Sawyer

David is a United Nations award-winning senior communications director. Owner of Glasgow PR consultancy Zude PR, he helps clients across the UK and internationally sell more through digital public relations.

Brought to you by Prezly

Frictionless story management

Master the flow of your brand stories across teams, audiences, and regions


Streamlined story workflow for your communication teams


Smart audience management to reach employees, stakeholders, and influencers


Effortless storysharing via email, social and your website


Actionable story intelligence about your channels, brands, and audiences

About Prezly