Why PR Needs Tech Now More Than Ever

Why PR Needs Tech Now More Than Ever

The industry has changed, but the tools haven’t. Here’s how PR-tech is closing the gap.

The Pace of PR Has Changed

PR used to move at the pace of print deadlines and nightly news cycles. Today, stories break on Twitter in seconds, and brands are expected to respond just as fast. PR professionals juggle monitoring, pitching, relationship-building, and reporting, all while racing against the clock.

The Inefficiency Gap

Despite this shift, the tools many PR pros rely on haven’t evolved. Reporting is still bogged down by manual screenshots, messy formatting, and hours spent documenting coverage. These inefficiencies don’t just waste time, they slow teams down when speed and clarity matter most.

The Rise of PR-Tech

Just as marketing has martech and finance has fintech, PR is beginning to embrace a new wave of technology designed specifically for communicators. PR-tech is about more than convenience, it’s about giving publicists and comms teams the ability to move at the speed of modern media.

Where Trace Fits In

At Trace, we believe PR deserves better. That’s why we built the first automated press clipping tool: a faster, cleaner way to capture coverage and share wins. Whether it’s a polished PDF for a client report or a text-only clip for a quick email, Trace helps PR pros save hours, work smarter, and stay focused on what they do best, driving results.

Closing CTA

PR is changing. Your tools should too.
👉 Start your free trial with Trace today.