What I learned from building my PR toolkit from scratch
When I first started ABC PR, my setup was simple, Google Alerts, manual media scanning, and a handful of online subscriptions. There was no AI, no automated dashboards, and certainly no single place to manage it all. It was scrappy but it worked.
Over time, as my client base and workload grew, I realised the difference between getting by and delivering consistently strong results comes down to one thing: systems. The right tools do not replace instinct or relationships, but they do free up space for strategy, creativity, and client impact.
Here’s what I use today and what I’ve learned from the process of building a ‘tech stack’ that supports my PR business.
1. Streem – for media monitoring and analysis
I started out with Google Alerts, which to this day I still think are a great free entry point. But outsourcing monitoring was always the goal once I had a full book. Streem provides a real-time pulse on coverage and sentiment. It’s also useful for understanding what stories are landing across both traditional media and socials, analyse stories and track sector sentiment.
2. Asana – my external brain for projects
PR is a constant juggle between campaigns, client updates, and internal admin. Asana keeps everything visible, from deadlines and deliverables to media follow-ups and blog schedules. When you are running a small agency, project management is not optional. It’s what lets you scale your attention without dropping the ball.
3. Notion – building a portfolio career OS
As mentioned before Anna Mackenzie’s portfolio career operating system has been a gamechanger for my own marketing, business strategy and execution. It’s a central hub for communication plans, templates and long-term business goals. It’s flexible enough to hold both creative thinking and operational details in one space.
When I was starting out, I underestimated the importance of documentation, but over time I’ve learned that having your processes captured makes onboarding easier, improves consistency, and saves hours when switching between client mindsets.
4. ChatGPT – my strategic sounding board
I use ChatGPT to test ideas, develop initial research, curate briefing documents, support my own marketing content and find efficiencies in admin. It doesn’t replace my judgment or creativity, but it helps me think more clearly and explore different ways to approach a story or strategy. It’s become part of how I work, when I need to refine messaging, pressure-test an idea, or speed up the first draft of something that would otherwise take hours. Used thoughtfully, it supports both strategy and execution, helping me move faster without compromising quality.
5. Canva Pro – my design toolkit
I’m not a designer, but I do care deeply about presentation. Like most small and large businesses Canva Pro bridges that gap. From branded templates to content visuals and reports, it keeps everything on-brand and consistent.
When I started, I would spend hours formatting visuals or taking the perfect picture. Now, it’s 10 minutes and done. For small businesses and consultants, Canva Pro is easily one of the most cost-effective tools to invest in.
6. Telum – for bespoke media lists and insights
Relationships will always matter more than databases, but Telum makes it easier to stay up to date. I use it to research journalists, track role changes, and build targeted lists. It won’t replace thoughtful pitching, but it helps ensure you are starting from the right place.
Go-to resources for stats and credibility
When I need credible third-party data for a pitch, report or op-ed, I turn to:
ABS, AEMO and CSIRO for national data and trends
Morningstar for investment data
Roy Morgan and Ipsos for consumer sentiment
Gallup as a trusted global benchmark for workplace and leadership data
Having these bookmarked saves time and gives your content more weight, especially in sectors where precision matters.
What I’ve learned about adopting tools
When you are starting out, you don’t need everything. Begin with the essentials such as Google Alerts, Canva, and a project management tool like Asana or Notion and grow from there. Each tool I added came from a clear need, saving time, improving accuracy, or scaling delivery.
The real learning curve is understanding how to integrate new platforms without losing your rhythm. Every new subscription adds both value and maintenance, so it’s worth revisiting your stack every few months.
The takeaway
PR is about more than relationships and stories. It’s about staying ahead of the conversation. With the news cycle shifting constantly shifting tools like Streem, Asana, and ChatGPT aren’t just nice-to-haves they are how you deliver better outcomes and protect reputation in real time.
And in a niche space like financial services and corporate communications, the difference between good and great PR often comes down to how well you understand and monitor the depth of the issues that shape your clients’ worlds.