Customer relationship management, or CRM, helps sales, media and PR professionals manage their interactions with current and potential clients in an effort to grow their businesses. CRM software is so much more than a sales tool, it's a relationship management tool; a public relations CRM, for example, helps PR reps nurture their client relationships in a more organized fashion. Being organized helps streamline your daily tasks with clients, and helps clients have a rewarding business experience with you as well.

Here are five ways a PR professional can benefit from using a media relations CRM:

1. Managing contacts
2. Track your metrics
3. Have consistent follow-ups
4. Create segments and tags
5. Develop more personal relationships