In the modern world of digital PR, publicists can often feel like the underdogs of the marketing multiverse. It’s harder to define, measure and track the impact of what we do. We’re often the last department companies think of and the first one they dismiss when budgets tighten.
But let’s get one thing straight – we’re no underdog. We’re Batman. We’re strategic, sharp-thinking and quietly orchestrating big moves for our clients. We’re the Dark Knights of marketing, if you will.
The thing is, even Batman needs a Robin. Someone (or something) to handle the behind-the-scenes intel, gadgets, and reporting. That’s where digital tools come in. They’re our loyal sidekicks, tracking our campaigns, breaking down performance, flagging industry changes, and helping us pivot faster than the Batmobile.
Whether you’re chasing a breakfast TV spot on a major network, are managing a massive influencer campaign, or just trying to prove your strategy didn’t come from a late-night brainstorm over Pinot, you need more than charm and crossed fingers.
At Agent99, we know that Digital PR isn’t about good vibes and a clever hook—it’s about hard data. We’re a PR Agency that uses tools to track, measure, and tweak in real time. Because Batman doesn’t play a guessing game. He acts, strategically, and with backup.
What Are Digital PR Tools?
Think of them as your behind-the-scenes sidekick. They track media coverage across platforms, measure sentiment, monitor influencer performance, and help you use cold-hard data to inform your next headline, so it doesn’t land with a thud.
Without digital tools, PR Agencies are flying blind. And that’s not how a future-facing Influencer Marketing Agency wins in 2025.
Let’s break down our favourite tools right now and exactly how they are redefining how we publicists do our jobs and the Digital PR Sydney landscape as a whole.
1. Media Monitoring — Meltwater + Medianet
You need to know what people are saying. And you need to know it now. The online media world moves fast, and it’s important to keep up.
Platforms like Meltwater track your media coverage in real time, across print, online, and broadcast. That 6-minute breakfast show mention? Logged. That rogue blog review in Tasmania? Flagged. How many viewers did that feature article reach? Tracked. These tools are essential for PR Agencies who want to stay in control of the narrative. Or two steps ahead of it.
Meanwhile, digital databases like Medianet help us find the perfect journalist to pitch a client story, complete with their preference on how to be contacted, their key verticals and pitching pet peeves. This saves us time scouring the internet for mastheads and contact information and gives us more time to perfect our pitch to ensure our client’s story cuts through.
2. Media Measuring — Google Analytics + Semrush
So, you got the hit. Now what?
It’s time to move beyond vanity metrics and actually measure the impact. Google Analytics gives us real-time insight into how media placements are driving behaviour—did that online article boost traffic to your site? Where did visitors land? How long did they stay? What did they do once they got there? It’s not just about clicks, it’s about conversions.
Then there’s Semrush, our digital detective for SEO. It tells us which keywords are performing, where your brand ranks in search, and what kind of content your audience is searching for. It also identifies gaps in your visibility and helps us refine your messaging based on real audience behaviour.
In the world of Digital PR Sydney, this is gold. It’s what sets Agent99 apart from other PR Agencies. We don’t stop at coverage hit; we dig into what actually delivered.
3. Social Content Creation & Strategy — Trello + Canva
If your content plan lives in a spreadsheet named “Final-Final-V3,” we need to talk.
Trello is our go-to for organising content calendars, creative briefs, deadlines, and approvals in one beautiful, drag-and-drop board. It keeps our social campaigns on track and our teams in sync and is easily shareable with clients.
Pair that with Canva, and suddenly you’re creating sleek, on-brand assets that truly stop the scroll. For PR Agencies managing multiple platforms (and clients with strong opinions on fonts), this duo keeps your social strategy sharp, agile, and visually bulletproof. Exactly what Digital PR demands.
4. Influencer Discovery & Performance Tracking — Klear + Dyzio
Influencers are powerful, but only when they’re the right fit.
Klear helps us discover influencers by audience, niche, geography and even tone of voice. It’s not just about big follower numbers anymore, it’s about the right kind of engagement, and platforms like Klear allow you to see all these metrics up front before you commit to a partner, so you can choose the most effective ambassador for your client.
Once they’re on board, Dyzio jumps in to track deliverables, content performance, and campaign ROI in one clean dashboard.
This combo lets us build smarter, not louder. And for any Influencer Marketing Agency worth their salt, that means confidently reporting who delivered, who dazzled, and who didn’t.
5. AI, With a Side of Human — ChatGPT
AI isn’t replacing creativity—it’s killing your writer’s block.
Tools like ChatGPT are 100 percent a part of our A-team now. They can help brainstorm, shape, and sharpen copy. But let’s not get lazy. AI is your assistant, not your voice. For a leading PR Agency in Sydney, human insight and emotional intelligence will always outmatch clever code.
When Do You Use These?
Let’s play a quick round of “Should I Be Using a Digital Tool?”
A) When gauging campaign performance
B) When measuring KPIs
C) When selecting the right influencer
D) All of the above
If you picked D, congratulations. You’re thinking like a results-driven Digital PR Sydney strategist. Because the real reason these tools exist isn’t to overwhelm, it’s to empower. You don’t need to use them all, all at the same time. Figure out which ones will make your campaigns stronger and your load lighter.
PR is its own kind of Gotham. It’s fast-moving, high-stakes, and often on the brink of crisis. But with the right digital toolkit in your utility belt? You don’t just survive it. You run the city.
By Agent Meriha
