TLDR (Summary)
The best CRM software for PR professionals is Plutio ($19/month).
PR agencies managing ongoing client campaigns need CRM that connects client relationships to media outreach workflows. Plutio maintains all campaign history linked to pitch tracking, media lists, press coverage, and client reporting... so campaign status stays visible without manual spreadsheet updates, and client meetings start with complete context instead of scattered notes.
Unlike standalone CRMs, Plutio connects your client records directly to project tracking, scheduling, invoicing, contracts, and client portals. When a retainer renews, campaign timelines update automatically. When coverage lands, results attach to client profiles. When clients request status updates, portals show live progress without email back-and-forth.
According to industry research, 45% of PR professionals cite automation as their top desired feature, reducing time spent on manual campaign tracking and status reporting.
For additional strategies, read our client onboarding guide.
What is CRM software for PR professionals?
CRM software for PR professionals is software that tracks client relationships across campaigns, media outreach, and coverage reporting with complete visibility into pitch history, media contact engagement, and campaign deliverables.
The distinction matters: contact management stores journalist names and emails, sales CRM tracks deal pipelines, and PR CRM tracks the complete campaign lifecycle including media lists, pitch tracking, press coverage, and client deliverables. PR-focused CRM connects to campaign management, scheduling, and invoicing.
What PR CRM actually does
Core functions include storing client contact information and campaign history, tracking retainer scope and deliverables against actual work, maintaining media contact databases linked to campaigns, logging pitch history and journalist responses across clients, and organizing press coverage results by client and campaign for reporting.
Sales CRM vs campaign CRM
Sales CRMs like HubSpot and Salesforce are built for closing deals through lead pipelines. They track prospects and measure conversion rates. PR CRM tracks what happens after retainer signature: campaign strategy, media outreach, pitch rounds, coverage monitoring, and ongoing client communication. When a PR contract closes, sales CRM considers that done. PR CRM is just getting started because campaign delivery spans months.
What makes PR CRM different
PR professionals face unique workflow patterns: retainer clients running multiple simultaneous campaigns, media relationships spanning years across different stories, and deliverables measured in placements and reach rather than closed deals. Without CRM that maintains campaign context, every client meeting requires manual status assembly from scattered tools.
When CRM connects to campaign tracking, media outreach, and coverage reporting, client relationships become strategic assets. Campaign history informs new pitches, media connections compound over time, and no placement or contact detail is ever lost.
Why PR professionals need CRM software
PR professionals who grow beyond 5-8 active retainer clients face a compounding problem: every new campaign adds tracking overhead that scales linearly, and client relationship visibility is where that overhead tends to pile up.
Media list maintenance, pitch tracking, coverage monitoring, retainer scope management, and client status reporting multiply with each campaign. Without a system that connects these functions, details fall through cracks, pitch history lives in email threads, coverage results scatter across spreadsheets, and evenings disappear into status report assembly instead of strategic work.
The scattered campaign data problem
According to industry research, 36% of time goes to admin tasks rather than billable activities. For PR professionals specifically, that means 12-18 hours per week spent on non-strategic work: updating pitch tracking spreadsheets, assembling coverage reports from multiple sources, searching for campaign messaging docs, and responding to client status questions.
If you bill retainers at $5,000/month with 50% margin, those 15 hours of admin represent time that could generate additional campaign work or new business development. The opportunity cost compounds when media opportunities require fast response but campaign context lives in scattered tools.
The fragmentation problem
Most PR professionals stack 5-8 disconnected tools: media databases like Cision or Meltwater for journalist contacts, spreadsheets for pitch tracking, Google Drive for press materials, email for client communication, and separate invoicing software. Each tool handles one function, but none share data automatically.
Daily friction emerges: logging into multiple platforms to assemble client campaign status, copying pitch details from tracking sheets to client reports, manually cross-referencing media placements with campaign goals, and rebuilding campaign context before every client meeting. The cognitive switching adds up, and the risk of missed pitches or forgotten follow-ups increases with every manual handoff.
The missed follow-ups epidemic
Missed follow-ups affects nearly every PR agency at some point. Media contacts expect timely follow-up on pitched stories. Clients expect regular campaign updates. According to research, journalists receive 40-200 pitches weekly, making stand-out follow-up critical for placement success.
The issue compounds because PR professionals often juggle 3-6 active campaigns per client across multiple retainers. Manual tracking across email threads and spreadsheets leads to forgotten journalist follow-ups, delayed client reports, and coverage opportunities left on the table.
The scaling tipping point
Most PR professionals hit a threshold around 6-10 active retainer clients where the manual approach breaks down. At this point, you're either spending more time on admin than strategic campaign work, or you're dropping balls. Pitches go out late, follow-ups get missed, client reports arrive behind schedule, and you start turning down good retainers because you can't imagine adding more complexity to an already chaotic tracking system.
Connected CRM software absorbs the campaign tracking work that would otherwise scale linearly with each new client. Plutio maintains pitch history, organizes coverage results, and surfaces follow-up reminders automatically, leaving PR professionals to focus on media strategy and client relationships that actually generate campaign success.
CRM features PR professionals need
The essential CRM features for PR professionals connect client relationships and campaign history with media outreach, pitch tracking, and coverage monitoring while handling the unique patterns that PR work requires.
Core CRM features
- Client profile management: Store complete client history including retainer terms, campaign objectives, brand messaging guidelines, and stakeholder contact details. Every campaign builds on previous work rather than starting from zero context.
- Campaign tracking: Organize multiple simultaneous campaigns per client with timelines, deliverable checklists, and status visibility. See which campaigns are active, upcoming, or completed at a glance.
- Retainer scope management: Track monthly deliverables against actual work delivered. Retainer hours or deliverable counts stay visible so extra work without extra payment gets flagged before it becomes a problem.
- Media contact organization: Maintain journalist contact details, beat coverage, publication preferences, and pitch history. Media relationships are assets - CRM should treat them that way.
- Coverage results tracking: Log press placements, broadcast segments, podcast appearances, and online mentions linked to campaigns. Coverage history supports client reporting and demonstrates campaign ROI.
PR-specific features
- Pitch tracking per campaign: Record which media contacts received pitches, when follow-up is due, and journalist responses. According to industry data, 50% of journalists cite poorly timed follow-up as a top pitch failure - proper tracking prevents this.
- Campaign asset library: Store press releases, media kits, fact sheets, and spokesperson bios linked to campaigns. Materials stay accessible without folder hunting when media opportunities require fast response.
- Client reporting automation: Generate campaign status reports pulling from connected pitch tracking and coverage data. Manual report assembly disappears when data connects properly.
Platform features that multiply value
- White-label branding: Custom domain, logo, colors. All client-facing communications show your agency brand, not third-party software branding.
- Unified inbox: All client messages arrive in one place. Reply to portal messages, project comments, and client questions without opening email.
- Permissions: Control who sees what. Contractors see assigned campaigns only. Clients access their portal without seeing internal notes or other client work.
- Automations: Create rules that trigger actions without your involvement. Common PR automations include scheduling retainer invoice sends on the first of each month, sending campaign kickoff reminders three days before start dates, and flagging pitch follow-ups due in the next 24 hours.
The deciding factor for PR professionals is integration depth. CRM software that connects with campaign tracking, scheduling, invoicing, contracts, and client communication eliminates the duplicate data entry and manual status assembly that consumes hours every week.
CRM software pricing for PR professionals
CRM software for PR professionals typically costs $20-165 per month, with integrated platforms providing complete functionality for retainer management, campaign tracking, and client communication.
What PR professionals typically pay for CRM tools
- HubSpot CRM: $20-890/month (sales-focused, lacks PR campaign features)
- Meltwater: $165/month (media monitoring, no client management or invoicing)
- Cision: Custom pricing starting $3,000/year (media database, limited CRM)
- Salesforce: $25-300/month per user (enterprise sales CRM, requires customization for PR)
Media monitoring platforms provide journalist contacts and coverage tracking but lack client management, retainer invoicing, and campaign project tracking. Sales CRMs offer relationship tracking but don't understand PR workflows. Plutio combines PR-focused client management with integrated project tracking, scheduling, invoicing, and contracts.
Plutio pricing (February 2026)
- Core: $19/month: Unlimited CRM plus campaign tracking, scheduling, invoicing, proposals, and contracts. Up to 9 active clients.
- Pro: $49/month: Unlimited clients, 30 contributors, advanced permissions for team collaboration.
- Max: $199/month: Unlimited team, white-label with custom domain, single sign-on for enterprise security.
The ROI calculation for PR professionals
- Admin time reduction: Connected campaign tracking saves 8-12 hours weekly on status reporting and client communication
- Retainer retention: Complete campaign visibility and timely reporting improve client retention and reduce churn
- Team efficiency: Shared campaign context eliminates duplicate work and improves collaboration on multi-person accounts
CRM software ROI comes through time saved on campaign overhead and improved client retention through better visibility. Plutio pays for itself when retained client relationships generate renewals instead of churn from poor campaign visibility.
Why Plutio is the best CRM for PR professionals
Plutio handles CRM as part of a complete PR platform where client relationships connect to campaign execution, media outreach, and the ongoing retainer work that agencies deliver.
Campaign-connected client profiles
Every client profile links directly to active campaigns, completed work, and upcoming deliverables. Open a client record and see campaign timelines, scheduled pitches, pending coverage, and retainer hours used. Campaign strategy informs every client interaction because context lives in one connected view, not scattered across tools.
Retainer scope visibility
Track monthly deliverables against actual work delivered. Retainer agreements specify included scope - press releases, media pitches, monitoring reports, meetings. Visibility shows what's delivered and what's pending. Extra uncompensated work becomes visible before it erodes margins. Renewal conversations start from documented delivery history rather than vague claims.
Campaign project management
Organize campaign work as projects with tasks, deadlines, and team assignments. Product launch campaigns include tasks for press release drafting, media list building, pitch scheduling, and follow-up tracking. Crisis response campaigns trigger immediate action items. Campaign structure matches actual PR workflow, not generic project management templates.
Media list organization
Build media contact segments linked to campaigns. Technology reporters for product launches. Business editors for executive announcements. Lifestyle journalists for consumer campaigns. Contact lists connect to pitch history so you see which journalists responded positively to previous stories and which prefer different angles.
Pitch tracking and follow-up
Record pitch sends with scheduled follow-up dates. Create tasks for journalist follow-up calls. Log responses and coverage commitments. Pitch history builds over time so you learn which angles work, which journalists respond, and which timing generates placements. Pitch performance data compounds across campaigns.
Coverage results documentation
Log press placements as they land. Link articles to campaigns and clients. Track publication reach, sentiment, and key message pull-through. Coverage documentation supports client reporting and demonstrates campaign ROI. Results history shows which strategies generate placements over time.
Client reporting automation
Generate campaign status reports pulling from connected pitch tracking, coverage results, and deliverable completion. Reports show retainer scope, work delivered this period, media outreach conducted, coverage secured, and upcoming activities. Automated assembly from connected data eliminates hours of manual report building.
White-label everything
Use your own domain. Upload your logo, set your brand colors and typography. Every client-facing touchpoint shows your agency brand. Campaign portals, status reports, invoices, contracts - everything carries your identity, not generic software branding.
Unified inbox for all client communication
When a client asks about campaign status, comments on a pitch draft, or approves a press release, the message appears in one inbox. Reply directly without opening email. Complete conversation history stays attached to client records so context never disappears when team members change or campaigns evolve.
Granular permissions
Control exactly who sees what at the level that makes sense for agency operations. Junior team members see assigned campaigns only. Account directors access complete client history. Contractors view specific project work without accessing other accounts. Clients see their portal with campaign status and deliverables without internal notes or margins.
No-code automations
Create rules that trigger actions without your involvement. Common PR automations include sending retainer invoices on the first of each month, creating campaign kickoff tasks when new projects start, scheduling pitch follow-up reminders 3-5 days after sends, and flagging coverage opportunities when journalist responses indicate interest.
Native integrations for PR workflows
Connect Stripe and PayPal for retainer billing. Sync Google Calendar or Outlook for client meetings and pitch follow-ups. Use Zapier to connect media monitoring tools like Meltwater or PR Newswire. Integrations extend functionality without requiring platform switching.
Everything runs from one app with your branding, your terminology, and your PR workflow logic. Client relationships connect to campaign execution, media outreach, and deliverable tracking - all working together as part of how PR actually operates.
How to set up CRM in Plutio
Setting up CRM in Plutio takes 2-4 hours for initial configuration, then 5-15 minutes per client after your templates and integrations are in place.
Step 1: Configure default settings (30 mins)
Set your agency's default retainer terms (typically Net-15 or Net-30 for monthly billing), preferred currency, and tax settings if applicable. Configure your standard late fee policy (1-1.5% monthly is common) and deposit requirements (25-50% for new clients is standard in PR). These defaults apply automatically unless overridden for specific clients.
Step 2: Create templates (1-2 hours)
Build 3-5 templates covering your common retainer structures and campaign types. For PR professionals, recommended templates include:
- Monthly retainer proposal: Outline included scope (press releases, pitches, monitoring, meetings), deliverable quantities, payment terms, and success metrics.
- Product launch campaign: Timeline-based deliverables including announcement strategy, media list building, press materials creation, pitch execution, and coverage tracking.
- Crisis response retainer: On-call availability terms, response time commitments, and hourly rates for work beyond monthly retainer scope.
- Event publicity campaign: Pre-event media outreach, day-of coordination, post-event coverage tracking.
Step 3: Connect integrations (20 mins)
Link Stripe and/or PayPal for retainer billing. Connect your calendar (Google Calendar or Outlook) for client meetings and pitch follow-up reminders. If you use media monitoring platforms like Meltwater or Cision, explore Zapier connections for coverage alerts. Test each integration before relying on it for client work.
Step 4: Import existing data (30 mins)
Upload existing client lists via CSV export from your current CRM or contact database. Plutio maps common fields automatically (name, company, email, phone). For active retainer clients, create their campaign projects. For historical clients you may never work with again, decide whether import is necessary or if keeping them in archives makes more sense.
Step 5: Test with one real campaign
Run through the complete workflow with an actual client rather than a test account. Create the retainer proposal, convert to campaign project, set up pitch tracking, log coverage results, generate a status report, and send a retainer invoice. Real client interaction reveals friction that test scenarios miss.
Common setup mistakes to avoid
- Over-customizing too early: Start minimal and refine based on actual use. Build templates for your most common retainer structures first, not every possible campaign type.
- Ignoring mobile: Download the mobile apps during setup and test key workflows. Media opportunities often require fast response when you're away from desk.
- Skipping automation setup: Configure invoice reminders, pitch follow-up notifications, and coverage alert rules during initial setup. These save hours weekly once configured.
Build templates for the 80% cases that cover most of your retainer structures and campaign types. Handle the other 20% by customizing the closest template per situation rather than creating templates for every possible scenario.
CRM organization for PR professionals
Organizing CRM creates clarity and enables efficient campaign management. Without structure, client data becomes noise. With structure, every campaign builds on previous work.
Client categorization for PR agencies
- Active retainers: Clients with ongoing monthly agreements and active campaigns requiring regular deliverables and communication.
- Project clients: One-time campaign engagements like product launches or events with defined end dates.
- Past clients: Completed relationships that may return for future work - maintain history for quick re-engagement.
- Prospects: Potential clients in the proposal or negotiation stage requiring timely follow-up.
- Media contacts: Journalists and outlets organized by beat, publication, and relationship strength.
Campaign pipeline stages
- Strategy phase: Campaign objectives defined, messaging developed, media targets identified.
- Material creation: Press releases drafted, media kits assembled, fact sheets finalized.
- Outreach execution: Pitches sent, media contacted, follow-ups scheduled.
- Coverage monitoring: Placements tracked, results documented, reporting prepared.
- Campaign closed: Final reports delivered, results analyzed, lessons captured for future work.
Information to track per client
- Retainer scope and monthly deliverable commitments
- Brand messaging guidelines and approved talking points
- Key stakeholder contacts and approval hierarchies
- Campaign history with coverage results and media relationships built
- Preferred communication cadence and reporting formats
- Industry vertical and competitive landscape context
Proven methods
- Update campaign status immediately after pitch rounds or coverage placements
- Log all significant client communications and decisions as they happen
- Review client records before status calls to refresh campaign context
- Document media contact responses and preferences for future targeting refinement
Organized CRM enables strategic campaign planning. Structure serves client retention because visibility builds trust and demonstrates ROI.
Client portals for PR professionals: CRM connection
Client portals connect CRM data to client-facing access, creating smooth campaign transparency and reducing status update requests.
Portal as campaign hub
Clients access their complete campaign status through branded portals. Active campaigns, scheduled pitches, press coverage results, and upcoming deliverables in one place. CRM data powers what clients see without manual updates. Campaign progress becomes self-service so clients check status themselves instead of sending "what's happening?" emails.
Consistent experience
Portal presentation reflects the organized campaign work in CRM. Professional, consistent client experience across all touchpoints. When a client reviews a press release draft, checks coverage results, approves a pitch angle, or pays a retainer invoice, the branding and navigation stays uniform. Consistent presentation reinforces agency professionalism.
Self-service access
Clients find their own campaign documents, coverage reports, and media materials. CRM organization enables client self-service without administrative burden. No more back-and-forth emails requesting press kits, coverage summaries, or retainer invoices. Clients help themselves while you focus on strategic campaign work and media relationship building.
Two-way visibility
Portal interactions feed back into CRM. Client activity adds to campaign understanding. Complete picture from both perspectives. When a client views a press release, downloads a media kit, or comments on campaign status, you see that activity. Client engagement visibility informs your communication approach and shows engagement levels.
Campaign continuity
Portals maintain campaign history across retainer renewals. Returning clients find their complete PR history. Connection maintained between quarterly retainers or annual agreements. When a client renews or expands scope, all previous campaign work, coverage placements, and media relationships are exactly where you left them.
Portals make CRM client-facing. Internal campaign organization translates to external transparency. Status visibility reduces update requests and strengthens client relationships through demonstrated progress.
How to migrate CRM to Plutio
Migration from another CRM software typically takes 3-5 hours of active work spread over a weekend, with the best time to switch being between campaign cycles rather than mid-campaign when pitches are actively going out.
Step 1: Export from your current tool
Most CRM software provides CSV export for client data and contact archives. Here's what to export from common tools:
- HubSpot: Export contacts and deals from Reports section. Download campaign notes and media contact details separately.
- Salesforce: Export accounts, contacts, and opportunities via Reports. Note that custom fields may require manual remapping.
- Spreadsheet tracking: Save existing client lists, media contact databases, and campaign tracking sheets as CSV files.
Step 2: Build templates in Plutio (2-3 hours)
Use your exported content as reference to create new retainer and campaign templates. Start with your most common monthly retainer structure. Recreate 2-3 core proposal and campaign templates initially rather than trying to migrate every document you've ever created. Focus on forward-looking workflows, not historical archives.
Step 3: Set up integrations (30 mins)
Connect payment processing (Stripe, PayPal), calendar sync (Google Calendar, Outlook), and any media monitoring tools via Zapier. Test each integration with a sample transaction to confirm data flows correctly before relying on it for active client work.
Step 4: Import data (30 mins)
Upload your client CSV to Plutio. Map fields appropriately (name, company, email, phone, industry, retainer value). For active retainer clients with ongoing campaigns, create their project records. For past clients you may never work with again, consider whether import is necessary or if archives suffice.
Step 5: Run parallel for new work
Use Plutio for all new client engagements while keeping the old system active for campaigns already in progress. Running parallel avoids the complexity of migrating mid-campaign pitch tracking and gives you time to learn the new system on fresh campaigns. As active campaigns on the old system complete, those clients transition fully to Plutio for future retainers.
Step 6: Phase out the old tool
Once all active campaigns on your old system complete (typically 30-90 days depending on campaign cycles), cancel that subscription. Maintain read-only access to historical records if the tool allows, or export final archives before cancellation.
Common migration pitfalls to avoid
- Trying to migrate everything: Focus on active clients and forward-looking campaign workflows. Historical pitch tracking can remain in archives.
- Switching mid-campaign: Finish in-progress pitch rounds on the old system. Start new campaigns on Plutio.
- Not testing integrations: Verify retainer invoice processing works with a real (small) transaction before relying on it for $5,000 monthly retainers.
- Skipping the learning curve: Use the first 2-3 campaigns as deliberate learning opportunities to refine your workflow.
The investment in migration pays back in time saved on every future campaign, status report, and client interaction. Plan for a weekend of setup and a few weeks of adjustment, then benefit from simplified workflows that connect client relationships to actual PR campaign execution.
