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Your Essential PR Toolkit

Want to up your online PR & Marketing game? We’ve looked at the best tools available for crafting effective PR campaigns. Here are 8 online tools we’ll be arming ourselves with for our next PR campaign.

Crafting news hooks using audience research

Survey stories are great for generating cut-through with the media and providing them with fresh and bespoke statistics. So, to get a better understanding of your audience and craft punchy news hooks, these tools are on hand:

YouGov Ratings has a host of popularity and fame rankings in the UK based on a range of topics, from pop stars to snack foods. Whether it’s the highest, middling or lowest rated politicians, social media platforms or chocolate bars you’re interested in tapping into, this is a really handy tool for survey-related PR stories and campaigns.

Google Trends analyses the popularity of top search queries from across the world. Not only is it great for finding out the types of queries your brand’s target audience is searching, so you can ensure you address these in online copy, but the data can also be used as a news hook.

You can find out which regions are searching for what, or where a particular search is most popular. What are Mancunions looking for? Where are student-related searches popular? Google Trends gives you the insight to craft topical news hooks relevant to your brand/client’s target audience.

Answer the Public is similar to Google Trends in that it gives you a better idea of the types of questions a brand’s target audience is searching for. By inputting a keyword, you’ll then be presented with a list of questions and autocomplete searches. Use this to craft headlines, as well as inform blog content on your website.

Capturing coverage and monitoring competitors’ activity

Whether it’s searching for coverage of your own campaign or keeping a close eye on the competitors, there’s a host of tools to help:

Signal AI is one, which uses Augmented Intelligence to look at articles and their insights for you, so your media monitoring tasks will take a fraction of the time! You’ll be able to track your client’s coverage, competitors, and industry whilst seeing beyond the outlets and media titles you know already.

Google Alerts is another good one for keeping track of your clients or stories in the media. It sends you an email whenever it finds a new result on a key word or phrase you have chosen, be it a client’s name or a story headline. This is another big time saver for coverage tracking, but it also alerts you as soon as it’s found another hit so you’re always up to date.

Onclusive, previously Kantar, is a whole toolkit in itself! From monitoring media mentions, reactions and competitor activity to measuring the impact of your campaign and whether or not it’s reaching your targets, Onclusive filters out only the information you need from every media channel and puts it all in one place.

You can also use this tool for analysing how your brand or client is perceived in the media, identifying the content delivering the most value and uncovering unique stories, angles and titles driving bottom-line impact for your client and its competitors.


It’s important to keep a track of your campaign results and measure their effectiveness to help you understand what went well and how to improve in your next campaign. It’s also vital for showing your client just how valuable your work is and how it’s helping their brand on a whole. 

Google Analytics and Google Data Studio are great (and free!) ways to analyse website & search traffic to help with evaluating the success of a PR campaign. 

Apps such as Buzzsumo make reporting coverage simple and relevant for you and the people receiving these reports. It creates easy-to-understand graphs, beneficial for analysing content, brand and backlink performance and comparing these to that of your competitors. Buzzsumo provides the evidence you need to support your content strategy, be it the best content type, social network or time periods for you.

They also have tools to pinpoint specific words so you’re not wading through heaps of information.

Meanwhile, CoverageBook is useful for measuring estimated views and reach, keeping all coverage in one place and presenting it in a nice visual way. It uses trusted metric sources including SimilarWeb and Moz for estimated coverage views and domain authority. A great plus is that this information is easily shared with a client or brand via an online link.

Hopefully this ‘toolkit’ will save you time and stress and inspire your creativity when it comes to crafting news hooks, tracking coverage and reporting the results of your next PR campaign. 

Here at Scoop, we’re experts at delivering meaningful PR campaigns that help brands to stand out. These are some of the tools we’ve found to be really useful, from delivering short term contracts in need of a quick turnaround to longer projects in need of a full new strategy. 

Why not take a look at our Case Studies page to find out what we’ve been working on and how it’s benefited our clients?

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