PR Agency Software: Media Database, Client Approvals and Coverage Reporting

Mythex builds a PR agency's media database, client portal, coverage tracker and invoicing from a description of how your account teams work. The media list stops living in one person's spreadsheet, every pitch is logged against the journalist, and clients approve releases in a portal that records who signed off and when.

Relationships and results that are hard to show

Account teams pitch journalists, draft releases, prepare spokespeople and chase coverage, mostly on monthly retainers with project fees for launches, events and crises. Work spikes around product launches, trade shows and bad news. The media list sits in one account manager's spreadsheet, two people pitch the same reporter on the same morning, coverage gets clipped into slide decks, and approvals happen in forty-message email threads. When a quote goes out wrong, nobody can say who approved it. A PR agency needs a shared journalist database with pitch history, coverage linked to the pitch that produced it, and an approval trail per client.

• Journalists with outlet, beat and last contact
• Every pitch logged, including the unanswered ones
• Release and statement approvals with a timestamp
• Coverage logged with outlet tier and link
• Retainer hours tracked against budget
• Each client seeing only its own work

What you can build for pr agencies

A media database the whole agency shares

Journalists carry outlet, beat, preferred pitch format and last contact. Every pitch is logged, so two account managers do not hit the same reporter twice in a day, and coverage links back to the journalist and pitch. Clients and prospects sit in a separate list.

Build a media CRM for my PR agency with journalists (name, outlet, beat, region, preferred pitch format, last contacted), a pitch log per journalist with client, angle, date and outcome, and coverage linked to the pitch that produced it. Warn when a journalist was pitched by anyone in the last 48 hours.

Client approvals with a timestamp

Clients review drafts of releases and statements, comment and approve, and the portal records who signed off and when. A live coverage log and upcoming interviews with prep notes sit alongside. Each client sees only its own campaigns.

Create a client portal for my PR agency where each client sees its own draft releases and statements to approve or comment on (recording approver name and time), a coverage log with outlet, link, date and tier, and upcoming interviews with journalist and prep notes.

Retainers, projects and pass-through costs

Monthly retainer invoices alongside project fees, pass-through costs such as wire distribution or monitoring with or without markup, and hours logged against each retainer so over-servicing is visible.

Make invoicing for my PR agency with monthly retainers, one-off project fees, pass-through costs with an optional markup, and hours logged per client against the retainer's monthly hour budget. Group invoices by client entity when one company has several brands.

Coverage by the tiers the client cares about

Agree tiers per client at the start, such as national, trade and regional, then show coverage by tier each month, pitches sent against pieces landed per team, key message pickup by campaign and retainer hours used.

Build a dashboard for my PR agency showing coverage per client by tier for the month, pitches sent vs coverage landed per account team, key message pickup per campaign, and retainer hours used vs budget.

Case studies that explain the angle

Show the brief, the angle pitched and the coverage it earned, with links to the pieces. List your sectors, keep a newsroom for your own and client releases, and give urgent crisis enquiries their own contact route.

Build a website for my PR agency with case studies (brief, angle, coverage with links), sector pages for tech, consumer and B2B, a newsroom for releases, and a separate crisis contact page with an out-of-hours phone number.

Proposals that never promise coverage

Split retainer from project work like a launch or media training, describe activity and deliverables rather than guaranteed placements, list third-party costs separately and keep versions as scope is negotiated.

Create a proposal tool for my PR agency with a retainer section and separate project items, deliverables written as activities (pitches, briefings, releases), third-party costs listed apart from fees, and version history as the client negotiates.

Contacts and personal data

A media database holds personal details about journalists, and client drafts can be market-sensitive. Limit the media list to the agency team, keep client portals scoped to each client, and check the data protection rules that apply to contact databases where you operate. Log pitches, not gossip.

• Media database visible to agency staff only
• Client portal scoped per client
• Unannounced news kept in private drafts

Moving the spreadsheet in

Export each account manager's media list, import them into one database and merge duplicates by email. Then make logging a pitch the only way to send one from the team, and within a quarter you will see which journalists actually respond to your agency.

Questions

More for pr agencies

• Invoicing App for PR Agencies: Retainers, Project Fees and Hours Against Budget

By kind of app

• AI website builder for every kind of business
• AI landing page builder for every kind of business
• AI booking system builder for every kind of business
• AI client portal builder for every kind of business
• AI crm builder for every kind of business
• AI online store builder for every kind of business
• AI invoicing app builder for every kind of business
• AI dashboard builder for every kind of business
• AI inventory management app builder for every kind of business
• AI staff scheduling app builder for every kind of business
• AI directory website builder for every kind of business
• AI course platform builder for every kind of business

Build with AI · Templates · Start building free