An agency's software has to do three jobs for every client: find and pitch journalists, catch the coverage, and report it in a way the client will read. The platforms below do all three in one product, so the journalist history, the coverage and the report stay in one place.
The all-in-one platforms, compared
| Tool | Journalists and pitching | Monitoring | Client reporting | AI visibility | Price for an agency |
|---|---|---|---|---|---|
| Agentcy | 15,000+ journalists who are publishing now, a CRM, tracked pitches from your own mailbox | Online media and social | Coverage reports, a login for each client | Weekly on ChatGPT, Gemini and Perplexity, graded for accuracy | $900/month per client, monthly, no annual contract |
| Muck Rack | Database across digital, broadcast, print, podcasts and newsletters (no size given) | Online; print, broadcast and social listening as paid add-ons | Coverage reports, exported to Excel or PDF | Generative Pulse: ChatGPT, Claude, Gemini | Quote, priced partly by users |
| Cision (CisionOne) | 500,000+ journalists and outlets in 190+ countries | Online, print and broadcast | "Ready-to-share reports" | Dashboards across nine AI platforms | Quote |
| Meltwater | No database size published | Global media and social | Automated dashboards with AI summaries | AI Visibility Tracking | Agency tier by quote; 12-month minimum |
| Agility PR Solutions | Media relations database (no size published) | Online news, print, broadcast, podcasts and social | 25+ reported metrics | Visibility Intelligence | Quote; billed annually as standard |
| Semrush AI PR Toolkit (formerly Prowly) | 600,000+ journalist profiles | Online news, blogs and forums | Coverage analytics on Pro | The outlets AI cites most | $149, $279 or $499 a month |
Agentcy is ours, so read its row as a claim. Every other cell is what the vendor publishes, read on its own pages on 13 October 2026: Muck Rack, Cision, Meltwater, Agility and Semrush.
How to choose
Price the tenth client, not the first. A per-seat or per-module quote that looks fine for three clients can double when you win three more. A per-client price grows with the work, which makes it easy to pass on to the client. Ask every vendor what a second and a tenth client cost.
Decide on print and broadcast first. If your clients need radio mentions and newspaper clippings, buy Cision, Meltwater or Agility, or add Muck Rack's monitoring add-ons. That one decision takes you from a few hundred pounds a month to a five-figure annual contract, so make it before the demos.
Check what a client can see. Agencies increasingly give clients a login rather than a monthly PDF. A login that shows only the client's own brand saves the report-building time each month.
Ask about AI visibility now. Clients have started asking what ChatGPT says about them. Every platform here sells something for it, but they differ on which assistants they cover, how often they run and whether anyone checks the answers for accuracy.
The specialists around them
Some agencies skip the all-in-one platform and assemble the stack instead. CoverageBook (from £69 a month) and Releasd (from £259) build coverage reports. Prezly runs client newsrooms, with agency plans at €300 or €450 a month billed annually. Roxhill and Vuelio are the UK media databases for national, consumer and political press, both by quote. Each is good at its job. The cost is that the journalist history, the coverage and the report then sit in three places, and someone copies between them every month.
Where Agentcy fits
Agentcy was built inside a working B2B technology PR agency, and agencies run their client work on it today. Each client gets the full platform: news intelligence, the journalist CRM and tracked pitching, online monitoring, coverage reports, AI visibility tracking and its own login. Your team runs the whole roster from one dashboard, with WIP, timesheets and meeting notes beside the client work. It doesn't monitor print or broadcast and has no newswire, so a broadcast-led agency keeps a suite or a clipping service for that part. How the agency plan works.
Questions
What software do PR agencies use?
Most PR agencies run one platform for monitoring, journalist contacts and coverage reports, and add specialists around it. Agentcy, Muck Rack, Cision, Meltwater, Agility PR Solutions and the Semrush AI PR Toolkit all do those three jobs in one product. Around them sit CoverageBook or Releasd for reports, Prezly for client newsrooms, and Roxhill or Vuelio for UK national press. Agentcy also covers the agency's own running, with WIP, timesheets and meeting notes beside the client work.
Which PR software is priced per client?
Agentcy prices its agency plan per client, and each client gets the full platform, with seats for your team and a login for the client. Prezly prices agency plans by newsroom sites and contacts, at €300 or €450 a month billed annually (13 October 2026), but it's a newsroom and email tool rather than a monitoring suite. Meltwater has an Agency tier and Muck Rack prices partly by users, and both sell by quote.
Can clients log in to see their own coverage?
In Agentcy each client gets its own login, which shows only that brand's coverage, reports and AI visibility results. Reporting tools take a different route: CoverageBook shares a report online, as a PDF or as a CSV, and Releasd shares reports as a link. Before you sign with any suite, ask whether a client login can see only its own brand, because that decides whether you can give clients access at all.
Which of these track AI visibility for clients?
All six now sell AI visibility in some form. Agentcy runs each client's buyer questions weekly on ChatGPT, Gemini and Perplexity and grades the answers against the client's facts. Muck Rack's Generative Pulse covers ChatGPT, Claude and Gemini, Meltwater sells AI Visibility Tracking, Cision's dashboards cover nine AI platforms, Agility sells Visibility Intelligence and the Semrush AI PR Toolkit shows which outlets AI cites most. AI visibility for PR agencies covers how to sell it.
Do we need print and broadcast monitoring?
You need print and broadcast monitoring only if your clients' coverage appears in print or on air. Cision, Meltwater and Agility monitor both, and Muck Rack sells them as paid add-ons. Agentcy and the Semrush AI PR Toolkit monitor online media only. A B2B technology agency whose coverage is online trade press rarely needs more; a consumer agency running radio campaigns does, and that's usually what puts a contract into five figures.
What PR software do UK B2B tech PR agencies use?
Agentcy was built inside a UK B2B technology PR agency for that work: pitching the same trade journalists every month, logging online coverage for each client and reporting it, with AI visibility in the same account. Agencies with national, consumer or political clients add Roxhill or Vuelio, the UK database specialists, and those needing print and broadcast take one of the suites.
Try it on one brand, free
You can set up one brand in an afternoon and see what it finds. Paid plans are monthly, and you can stop whenever you like.