Securing media coverage can give your brand or message a major boost in brand awareness—but only if you can get a journalist or editor to open your story pitch, let alone say “yes” to publishing. As any public relations pro knows, pitching is both art and strategy.

Public Relations is no longer just about getting your brand mentioned in the press. With all of the different ways we consume information today,  understanding the return on investment (ROI) of your PR efforts is crucial.

In the fast-paced world of public relations, having the right tools at your disposal can make all the difference. Whether you’re a seasoned PR professional or just starting out, here are five essential items you should include in your public relations toolkit to help you manage campaigns, build relationships, and communicate effectively.