Freelancer or small to medium sized PR consultancy, we all want to find the tools that will help us do our job optimally and efficiently.

With so much choice on the market, it can be hard to know which tool suits which need best – and getting it wrong can potentially be costly.

Vendors don’t help the situation touting features and cost, over benefit and outcomes.

Help is at hand. A crowd-sourced project led by Ketchum chief engagement officer Stephen Waddington aims to simplify the market and map out what’s available according to modern workflow.

You can now find the needle in the…

#PRStack launched in early March and has already been well received across the industry.

It’s an app designed by the team at Prezly that allows practitioners to search for tools according to the goal of a campaign.

The project maps tools against four areas of practice consisting of publicity, influencer relations, owned media, and community. It generates a list of tools at the push of a button.

If you need a tool that crosses over these areas, that’s not a problem either as #PRStack lists each one under ‘goals’.

So, should you need to find a tool or app that can help with planning, insights, management or content right through to channel, monitoring and analytics, it is quick and easy to see which ones crop up.

Tool up swiftly, cheaply and simply

A strong point of #PRStack is that it’s easy to navigate and incorporates free tools as well as those requiring a monthly subscription, so there is something for everyone, no matter your business size and budget.

“I kicked off this project because I wanted to try and make sense of the market for tools, and continue to understand how public relations practice is changing,” said founder Stephen Waddington.

“It turns out that lots of other practitioners feel the same way and jumped on board. We started with around 50 tools, and there are now more than 200,” he added.

No need to blame your tools

No doubt due to the newness of the site, one of the features that is sure to prove most useful is currently under-utilised.

As the saying goes, only bad workmen blame their tools. But let’s face it, not all of them always pass muster.

#PRStack has thought of that too. It allows users to ‘favourite’ the tools they like, which has already started to give an indication of the most popular on the market.

Tread carefully here however – as with many websites that allow you to rate products and services, it’s hard to know whether those who’ve done so have a commercial interest or not.

Play your part

#PRStack is a fantastic and free new resource and is well worth a look. What’s more, it continues to evolve and ongoing contributions are welcomed for the web tool directory.

If you know and use a tool that is missing why not add it to the Google spreadsheet that feeds the site?


Sarah Hall is managing director of Sarah Hall Consulting Ltd.

Have you used #PRStack yet? What do you think of it? Let us know how you get on in the comments below.