Unleashing the Secrets of PR: Tools to Get Featured in Top Media Outlets

Ever wonder how some people consistently land features in Forbes, Fast Company, or other top-tier media outlets? It can feel like an exclusive club—one reserved for massive brands with endless PR budgets.

Here’s the truth: PR agencies use specific tools and systems every single day to secure media coverage. And those same tools are now accessible to entrepreneurs, freelancers, and small business owners.

In this article, we’ll break down the exact strategies and tools professional publicists use and how you can apply them yourself to build credibility, visibility, and press momentum.

How PR Agencies Really Secure Media Features

Media coverage doesn’t happen by luck. It’s the result of intentional strategy, research, and relationship-building. PR agencies consistently focus on four areas:

• Identifying the right journalists and outlets for a specific story

• Crafting personalized pitches aligned with each journalist’s beat and style

• Following up thoughtfully (without spamming or annoying reporters)

• Tracking coverage to measure impact and spot new opportunities

These steps are powered by specialized tools that make PR more efficient—and far more effective.

Essential Tools PR Agencies Use (And You Can Too)

1. Media Contact Databases

The foundation of any PR campaign is knowing who to pitch.

Media contact databases give you access to journalists, editors, podcasters, and bloggers, including:

• Contact information

• Topics they actively cover

• Recent articles and pitching preferences

Instead of guessing or sending mass emails, you can build a highly targeted media list—dramatically increasing your chances of a response.

2. Press Release Distribution Services

When you have news to share, press release distribution platforms help you get it in front of relevant newsrooms quickly.

Many services also provide:

• Open and engagement analytics

• Pickup tracking

• Geographic and industry targeting

This allows you to amplify your announcement while still supporting one-to-one pitching.

3. Media Monitoring Tools

PR doesn’t stop once your pitch is sent.

Media monitoring tools track:

• Online articles

• Blog mentions

• Podcasts

• Social media conversations

This helps you measure results, capture press wins, and identify journalists already interested in your space.

4. Email Tracking & Follow-Up Automation

Following up is critical. Email tracking tools show when a journalist opens your pitch, helping you:

• Time follow-ups strategically

• Avoid over-following up

• Personalize outreach at scale

Used correctly, automation saves time while still feeling human and respectful.

Getting Started Without a PR Agency

You don’t need a massive budget to run effective PR. Many of these tools offer free trials or affordable plans designed specifically for founders and small teams.

Want a simple breakdown of:

• The best PR tools to start with

• Media databases that don’t require enterprise contracts

• AI-powered podcast and pitch-writing tools

• Media monitoring platforms built for small businesses

Check out our "As Seen In" Blueprint . This is your step-by-step resource for running PR like a pro, without hiring an agency.