PR Tools: The Complete List for 2020

12 Comments Last updated on October 16, 2019 By Dmitry Dragilev PR Tools

If you want to see the best PR tools in one place, then you’ll LOVE this (updated) guide.

Finding something that actually works for startups isn’t always easy. To help you out, I personally tested and reviewed the 25 best PR tools on the planet.

These tools will guide you with virtually every part of PR, from finding journalists to improving outreach.

If you are in a hurry, jump to the tool you want to read about first by clicking on the tool name.

Let’s get started.

25 Top PR Tools to Grow Your Brand

1. JustReachOut

2. PitchPress

3. NinjaOutreach

4. ProfNet

5. HARO

6. SourceBottle

7. Cision

8. AnswerThePublic

9. Critical Mention

10. Mention

11. Brandseye

12. BuzzSumo

13. Sparktoro

14. Subject Line

15. Prezly

16. Grammarly

17. Crystal

18. GlobeNewswire

19. PR.co

20. TrendKite

21. Onlcusive

22. CoverageBook

23. Buzzstream

24. UpbeatPR

25. PRGloo

1. JustReachOut

JustReachOut combines robust PR software with the expertise of outreach strategists to help you get the media exposure you need to grow your business. 

You can use your JRO outreach team to develop a comprehensive PR strategy and action plan. 

The JRO software indexes millions of articles written every day on specific trends, topics, niches, industries, or companies. It can be used to find the most relevant journalists for any given topic based on their past writing and send them the perfect email pitch.

The software also monitors daily press opportunities (daily queries from journalists to quote an expert in their article) on various platforms such as ProfNet, SourceBottle, ResponseSource, Reddit, and Quora to identify the most relevant ones for your business.

Finally, JRO also has tons of new features that can supplement your current PR strategies:

  • A broken link finder: to identify broken link opportunities where you can get a mention.
  • A guest post feature: to identify guest post opportunities in an instant and optimize your submissions.
  • Labels: to filter and sort your campaign outreach.
  • Academy and training: to help train you to be the best PR professional you can be!

Type of tool: Journalist Outreach Tools

Pricing: JRO plans start at just $199/month.

2. PitchPress

PitchPress is a niche PR service that helps fashion brands get product placements in print and digital media.

Most fashion brands fail in their first year.

According to ValueLine, “The apparel industry is fragmented and highly competitive. There are a number of major players, but there are also countless niche stores and private companies that cater to specific demographics.”

How do you navigate through this highly competitive landscape?

Just share your product images, branded line sheets, and dedicated press samples and let the PR team at PitchPress do all the heavy lifting. They connect with fashion journalists, create a media strategy, and amplify your brand’s reach.

The PitchPress team works round the clock to pitch your products to various fashion blogs and journals. They secure product placements in renowned publications such as Good Housekeeping, Cosmopolitan, Glamour Magazine, etc – making your brand stand out from the crowd.

Type of tool: Journalist Outreach Tools

Pricing: $3000

3. NinjaOutreach

NinjaOutreach helps you find influencer email addresses and automate your PR outreach strategy. It has one of the world’s largest outreach databases with access to over 25 million leads, bloggers, & social media influencers.

All you need to do is type your keywords and you can access millions of profiles and their email addresses. You can then automate your email outreach campaigns for link building, guest posting, influencer marketing, digital PR, and content promotion.

The Contact Relationship Manager is one of its key features. Each strategy would require you to reach out to dozens of bloggers. After creating an email list of possible targets, simply schedule it to keep track of their interactions. Connect Ninjaoutreach with your email id to get notified when a lead has replied or a follow-up is due.

Type of tool: Journalist Outreach Tools

Pricing: Starts at $49/month

4. ProfNet

ProfNet connects you to journalists who are looking for experts in their news releases.

Instead of actively searching out for journalists, let them come to you. 

After you subscribe and set your topic preferences, sit back and wait for media leads. If you are a blogger yourself, you can search through their database to find a qualified expert for your article.

The ProfNet Connect forum gives you access to an interactive online community for journalists, bloggers, and PR professionals. Showcase your expertise and make yourself search-worthy by posting photos and videos and tagging them with relevant keywords. This makes it incredibly easy to stand out and catch the eye of a journalist you’d like to interact with.

You can even follow their Twitter handle (@profnet) to keep up with any last-minute queries. With ProfNet, you’ll have no trouble finding outlets and journalists that could use your expertise.

Type of tool: Journalist Outreach Tools

Pricing: Starts at $1650

5. HARO

What if you’re not an expert in a particular field?

You can still help a reporter out, with HARO (Help A Reporter Out).

Registered Journalists send out a source request – a brief synopsis of their story, required source qualifications, and a pitching deadline.

After you set up your account, you will receive regular source requests via email (three times a day) that are relevant to you or your industry. You can pitch to these journalists with the answer and your bio with your information. If they are interested, they’ll reach out!

However, that isn’t all.

If you subscribe to their Advanced Plans, you’ll get an awesome perk that gets you to the front of the line. You’ll receive a message the instant the HARO team approves a media opportunity. This way, you’re not waiting for the daily email like everyone else and can start crafting the perfect pitch before anyone else gets started!

Type of Tool: Journalist Outreach Tool

Pricing: Paid plans start at $19/month

6. SourceBottle

SourceBottle operates in a fashion similar to HARO. Journalists and bloggers can post regular ‘call-outs’ for industry sources on their pieces through SourceBottle. 

However, there is one distinction. 

Sourcebottle is more geared toward product reviews and securing sponsorships. If you’re looking for opportunities where you can be featured as an expert, HARO is a better option.

You’ll receive daily ‘Drink Up!’ email alerts that summarize all your relevant call outs for sources. 

You can search for experts and journalists from all fields – nonprofit organizations, tech industries, fashion houses – it’s up to you. Sourcebottle also allows you to choose bloggers and journalists from specific countries.

For added convenience, journalists can select how they wish to be contacted – through phone or email. This makes it easier for you to reach out to them and receive a favorable response. 

Type Of Tool: Journalist Outreach Tool

Pricing: Not available

7. Cision

Cision is another popular tool to connect with journalists from top-tier publications like the New York Times, the Wall Street Journal, CNN and more.

You can also use the same platform to distribute press releases through PR Newswire – the world’s most trusted press release network.

With Cision’s monitoring feature, you can monitor the latest industry news and keep track of competitors in real-time across millions of stories over online, social, broadcast and print media. 

With their advanced analytics, you’ll be able to see how well your brand is positioned in news media coverage. They arrive at your ‘prominence score’ by figuring out how often your brand and product keywords are mentioned in relevant news pieces. It’s a simple way to determine if what you’re doing is working or not.

Type Of Tool: Journalist Outreach Tool

Pricing: $20/month for basic tools

8. AnswerThePublic

Ever wonder what your audience is thinking about? 

With AnswerThePublic, you’ll be able to take a deep dive into customer minds to find out what they think about.

Just enter a topic, and you will be presented with hundreds of content ideas that you can use to connect with your audience. Use these ideas in your PR campaigns to address what they want and build a stronger connection. For example, you can type in “video games” and find out what your audience is interested in and what they’d like introduced.

AnswerThePublic also supports data visualizations to showcase all possible questions, comparisons, and related topics that can be used in your PR strategy. You can also convert these lists and visualizations into a handy, exportable .csv file. This makes it easy to transfer this data and work on it together with your PR team. 

Type Of Tool: Customer Analytics Tool

Pricing: Paid plans start at $99/month

9. Critical Mention

Is your brand getting the recognition it deserves?

You can keep tabs on your brand mentions in real-time with Critical Mention. Used by brands like VH1, CBS, and McDonalds, it’s one of the leading forces in earned media tracking. The app scours through countless TV channels, radio broadcasts, social media accounts to find mentions of your brand and assess your media coverage. 

For example, if your brand was mentioned on a radio show, you’ll automatically be informed of where and when it was mentioned. You won’t have to monitor anything manually – the tool does it for you!

You can gain essential media insights by quickly identifying audience sentiment and trends with its in-depth visual reports. Luckily, these reports are easily shareable – making it simple to include clients and team members. As these are also mobile-friendly, you can share them on the go.

Type Of Tool: PR Tracking Tool

Pricing: Starts at $29/month

10. Mention

Mention is one of the most user-friendly tools on this list.

You can use real-time tracking to monitor your brand, PR campaign, target keywords, etc on the web and social media with Mention. With Mention, you won’t have to do anything manually – just log into the app to find out what’s been going on!

As an added bonus, public relations practitioners can also respond to social media mentions directly from the app.

With Mention’s Competitor Analysis, you’ll be able to compare your PR efforts with what your competitors are doing. You can compare key metrics, analyze which competitor has the most share of voice, who’s performing well in a region and so on. 

Keeping tabs on your competitors will inform you of what’s working in your industry and what’s not. You can use this data to shape your PR campaigns for more success.

Type Of Tool: PR Tracking Tool

Pricing: Paid plans start at $25/month

11. Brandseye

Your brand might be trending, but do people really like it?

Brandseye allows you to analyze the public sentiment regarding your brand. The tool gives organizations with an in-depth understanding of what’s causing positive and negative sentiment around them. 

However, algorithms can’t accurately understand human conversation because of tonal subtleties, slang, and sarcasm, right?

That’s why Brandseye uses crowd members to review, verify and categorize the AI’s analysis. You can even use Brandseye to address customer concerns before they become an issue. 

How?

Brandseye can mine tons of user-generated content, and route the right contact opportunity to your customer service team. Your teams can react to the situation at the right time, saving or winning a customer in the process. Remember, word-of-mouth marketing can make or break or your brand – keeping your customers happy will keep your reputation intact.

Type Of Tool: PR Analytics Tool

Pricing: Starts at $10/month

12. Buzzsumo

What’s the best way to create successful content? 

By understanding what topics work in your industry.

Buzzsumo is a tool that can help you find and analyze to top-performing blogs and videos in your industry. You can use the tool’s data to decode what they’re doing and replicate their strategies for yourself.

For example, if a blog has been growing exponentially recently, you can use Buzzsumo to identify the root cause of that. You can then try and replicate that with your blog and achieve similar growth levels.

You can even use this tool to keep tabs on any prominent personalities and blogs in your industry. The moment they publish new material, you’ll be notified of it on your personalized Buzzsumo dashboard. This ensures that you don’t miss out on the latest developments in your field and can always keep up.

Type Of Tool: PR Analytics Tool

Pricing: Starts at $79/month

13. Sparktoro

If you want to make a connection with your audience, you’ll have to understand them.

And what’s the best way to do this?

By understanding what inspires them.

Sparktoro is an audience intelligence tool made by Rand Fishkin – a prolific digital marketer who is the founder of Moz.

Sparktoro lets you discover the websites, blogs, podcasts, social accounts that reach your audience through various search terms. You can build lists of accounts to monitor and track, to spot trends before they happen. 

Sparktoro also has a unique feature to gauge the actual impact of your brand. With the Fake Follower Audit, you’ll be able to identify any fake followers on your channels – be it bots, spam, propaganda or inactive accounts. You can then discount these accounts from your monitoring to analyze who your real customer base is.

Type Of Tool: PR Analytics Tool

Pricing: Not available

14. Subject Line

Your subject line is the most important part of your pitch.

Why?

Around 35% of email recipients open an email based on subject line alone. So it makes sense to spend some time perfecting it, right?

To ensure that you always create a good first impression, use this free email marketing tool. Subject Line can evaluate your subject lines based on ‘clickability’ – this is how attractive it looks to a reader. 

Subject Line will also breakdown your subject line to show you what’s good and what’s not. This can help you identify what aspects of your subject line needs work.

To help you further, the tool will also give you tons of helpful tips to improve your subject line. You can also access its list of trending topics to check out what’s viral at the moment and leverage that in your subject lines.

Type Of Tool: Writing Tools

Pricing: Free

15. Prezly

Prezly is a powerful all-in-one PR software that’ll handle all your media coverage needs. You get a PR CRM, online newsrooms, story editors to create stunning visual press releases and targeted PR campaigns.

Used by companies like Reebok, RedBull, and Shopify, it’s a centralized platform for all your PR needs. 

With the CRM, you’ll be able to keep track of all your press contacts and instantly identify the best journalists to reach out to. It’s a great place to take stock of your connections and build a useful contact database. 

The story editor can help you create attractive visual press releases that journalists can’t say no to. You can add multimedia to your press releases to accurately convey your message in an easily understandable way. 

You can then use these features together to create a powerful PR campaign that can reach and engage the right people in no time. 

Type Of Tool: PR Campaign Tool

Pricing: Not available

16. Grammarly

Another way to leave a lasting impression on a journalist is by crafting flawless emails. If your emails are written beautifully, you can rest assured that they’ll be taken seriously.

Luckily, Grammarly makes sure that everything you type is clear, effective, and free of mistakes. It can analyze your content on a variety of different criteria such as sentence structure, spelling, punctuation, engagement and more. 

With Grammarly’s plagiarism checker, you can verify if your content is original or not. The tool looks through search engines for millions of websites and academic databases that have matching words and phrases.

It then gives you a plagiarism percentage and a breakdown of where the material has been copied. This is a good way to instantly verify if the work you receive is 100% unique or not.

Type Of Tool: Writing Tools

Pricing: Paid plans start at $29.95/month

17. Crystal

How do you persuade an influential journalist or personality?

By speaking their language (metaphorically speaking).

But how do you know what kind of style a journalist wants?

Just use Crystal.

Crystal analyzes your target influencers’ communication style from their social media posts or sample texts. You can use this information to craft personalized emails and pitches for these targets. By redoing them in a style that the journalist prefers, you’re increasing the chances of them liking your pitch.

Crystal also offers you the unique feature of ‘relationship reports.’ These reports explain the possible dynamics between two people based on their unique personalities, even if they have never interacted before. 

You can use this data to improve and prepare for your interactions with PR professionals and target influencers. Your interactions are bound to go well since Crystal has already walked you through them!

Type Of Tool: PR Analytics Tool

Pricing: Starts at $19/month

18. GlobeNewswire

Tons of companies are now flocking towards new distribution channels such as social media and blogs. It’s up to you to update your press releases to reach all these platforms. However, manually doing this can be difficult.

Luckily, GlobeNewswire is a PR tool that distributes your press release through online newsrooms to give you a huge reach. You can customize which outlets and audiences you want to target. This allows you to only reach out to publications and platforms that align with your aspirations.

You can get assistance from in-house experts for your conversion and filing needs with solutions for EDGAR, XBRL, SEDAR and European transparency.

If that wasn’t enough, GlobeNewswire allows you to curate custom press release feed for your website with direct-from-source news and content issued on behalf of global companies across all industries.

Type Of Tool: Journalist Outreach Tools

Pricing: Starts at $460/release

19. PR.co

Your PR strategy isn’t solely dependent on your press releases.

You’ll also have to spend time on brand storytelling to truly get your message across. While you can publish visual press releases with PR.co, that isn’t all you can do.

PR.co allows you to create a structured digital newsroom (or landing page) for all your company press releases. This allows readers to tie together different press releases and understand what your brand stands for. 

You can even use the Embargo feature to give certain journalists access to press releases before they go public. This can help keep them updated on everything to ensure that they’re always one step ahead. 

PR.co also supports delegating press releases to local teams to translate announcements to fit their local markets. You can choose to give them full or partial upload access to maintain your security while capitalizing on international markets. 

Type Of Tool: Journalist Outreach Tools

Pricing: Starts at $699/month

20. TrendKite

When it comes to PR Analytics, TrendKite has quite a lot to offer.

You’ll have everything you need to keep up with your PR campaigns with customizable dashboards on competitor analysis, monthly measurements and product insights. 

Instead of spending hours generating PR reports and analyzing your reach, simply click a button and TrendKite has everything ready for you!

TrendKite’s most interesting feature is ‘Attribution.’ It helps you understand your PR’s impact on your website traffic. 

How?

The tool tracks readers from over 4.7 million publications. It also shows you how many of those readers visit your website after reading an article about your organization. This helps you learn the actual results of your mentions – instead of analyzing potential metrics.

Type Of Tool: PR Analytics Tool

Pricing: Not available

21. Onclusive

Companies spend around $30 billion on PR per year!

So it is only fair that executives should be able to see the return on investment, right?

Unfortunately, 82% of PR professionals have no means to evaluate the ROI. You could be pumping tons of money into your PR campaigns without realizing that it’s not working.

Luckily, with Onclusive (formerly AirPR), this won’t be an issue. The tool helps you gauge your ROI, social amplification, reach and more. You can also discover trends in real-time, including article frequency trends, social amplification, which publications are writing about a topic, etc.

However, that isn’t all. 

Onclusive combines AI, machine learning and data science to give you access tons of detailed metrics such as:

  • Brand Awareness
  • Brand Reputation
  • Narrative Adoption
  • Customer Interest
  • Sales
  • SEO

This way, you get a holistic view of how your digital stories can help you reach your business goals.

Type Of Tool: PR Analytics Tool

Pricing: Not available

22. CoverageBook

Want to show off your PR campaign results to your clients?

CoverageBook combines all of your results and condenses it to visually stunning reports within minutes. Used by over 1000 PR teams, the tool automatically calculates metrics and displays easy to understand figures to woo your clients.

It’ll crank out detailed reports that aren’t just data-rich – but are also easy on the eye. You can add multiple data points to your reports to illustrate campaign effectiveness and results. 

CoverageBook also gives you ‘Accessible Reports.’ This allows them to share a report from any internet-enabled device to make any last-minute changes. It’s the perfect way to always stay prepared for a client meeting. 

Type Of Tool: PR Analytics Tool

Pricing: Starts at $99/month

23. Buzzstream

Your outreach process shouldn’t be a shot in the dark. You’ll have to carefully plan and monitor it to ensure that it’s working.

Luckily, Buzzstream lets you know precisely how well your outreach strategy is faring.

How does it work?

You can use Buzzstream’s outreach reports to identify which team members are outperforming and see the PR gaps that need work.

You can even manage your influencer relationships to identify what stage they’re in, to help yourself prepare for conversion at the right moment.

You can even build your network through Buzzstream by reaching out and connecting with tons of prominent influencers in your niche. You can create targeted templates and personalized emails with their email tool to send powerful pitches to prospects. The tool will also help you nail this process with their tips on ideal subject lines and email structures. 

Type Of Tool: PR Analytics Tool

Pricing: Starts at $29/month

24. Upbeat PR

If you don’t have enough resources for your PR strategy – you can always outsource it.

Partner up with Upbeat to develop a media strategy, launch outreach campaigns, build journalist relationships, get media coverage and more. You’ll get all the expertise you need to craft a successful PR strategy that’ll get you the coverage you deserve.

You get to work with dedicated virtual public relations professionals who are experts at what they do. Upbeat PR will also give you tons of PR tools to help you manage your campaign.

You can even create ‘Press Pages’ on your website for any visiting journalists. The tool can automatically update these pages with your latest coverage to give the journalist an idea of what’s going on. With Upbeat’s extensive journalist network, you’ll have no trouble getting the exposure you want with your press pages.

Type Of Tool: PR Campaign Tool

Pricing: Starts at $2000/month

25. PRGloo

Sometimes you can’t decide which PR tool to use.

Do you need an analytics tool? What about a journalist outreach tool?

Instead of selecting one, why not use all of them in one package?

PRGloo is a complete media relations platform that combines tons of powerful, user-friendly tools. You can build influencer lists, manage contacts and engage with journalists – all in one unified platform.

PRGloo also lets you create and publish media-rich stories with its powerful publication and distribution tools. You can even engage audiences with a customized newsroom that highlights your most recent press coverage.

You’ll also get detailed one-click reporting to monitor what’s been working and how your PR campaign is doing. With the ‘Response Desk’, you can keep track of in-team and external conversations – to keep everyone on the same page. 

Type Of Tool: PR Campaign Tool

Pricing: Starts at $2000/year

Over To You

Doing your own PR is not difficult. Use these pro tools to get the press coverage that you deserve.

Which ones of these 25 awesome public relations tools would you use for your PR outreach? Let me know in the comments below.

Enjoyed the article? I have more, just for you!
Written by Dmitry Dragilev

I'm the founder of JustReachOut.io which helps 5,000+ small businesses and entrepreneurs pitch press and get exposure daily without any help of PR firms.

12 thoughts on this article
  1. Tony D Baker  Reply

    PRWEB was absolutely amazing back in 2004. We could write a press release at night and end up being ranked #1 for our keyword in google the next morning. We called this SEO technique “Press Release Optimization” and did over 700 press releases before Vocus bought PRWEB. Vocus was extremely buggy and only worked well for us because it came with an enormous number of PRWEB releases, and then Vocus was bought by Cision. By then I was completely burned out. You see, throughout this entire time there were a lot of players copying PRWEB and it got to the point where the free and even paid press releases saturated so much of everything, that Google really started either ignoring or penalizing the content. I can’t blame them, because every one of these services were being abused by the auto-blogging bots, and quite frankly even the news media themselves. It’s not like the news team found a press release and published a piece of high quality content about you. The local ABC, CBS, NBC, Fox affiliates simply auto-blogged the press releases too. They desperately tried anything to get more page views by packing the site with auto-content. They did this because giving the impression that their site was busy is how the local news media lured their local business broadcast advertisers to add on a web ad package at X a month. The entire ecosystem ultimately made itself worthless by the PR distribution systems, publishers, and advertisers in an attempt to create more value for themselves, rather than more value for their audience. So my point is this. While a blog article listing 100 PR tools is a great way to get people to read and spend a good amount of time on your page, thus helping search engine credibility for the page, please do your research before you invest a good amount of your time, money, and hope into a good number of the items listed here, likely written by someone who has never actually used them. Especially since Google no longer values hundreds of links pointing to your domain from automatically published news feed pages that rarely or never get found, shared or commented on. So neither should you. There are several good tools on this post that can help you generate your own quality content, and get it in front of the right people. JustReachOut is likely one of them, so I’m very surprised that some of these tools of little value or ROI are actually being mentioned. There is so much information overload in this world, please do not allow yourselves to hire writers, that are simply aggregating and reworking what someone else likely already wrote without having first hand experience themselves. It can work for a quick burst of traffic, or simply to meet a deadline, but it’s not as effective as it can be. Here’s the PR formula we should all be using. Creatively and consistently create value, passion and credibility in everything you do. Seek out relationships with people who do this too, and ultimately the right people will want to help you get your message in front of the right audience that shares your value and passion too. Do that, and heads will start turning your way.

  2. Dmitry Dragilev
    Dmitry Dragilev  Reply

    Thanks for the comment, Tony! I am in complete agreement with you, PR releases are a way of the past and a number of the tools we mentioned in this list are not suitable for small businesses and startups who are the folks we personally care a lot about, we built JustReachOut for these folks!

    There are however a lot of large corporations who still do PR news releases and depend on them for their business, so we wanted to put together a complete list of services for PR solutions out there.

    I’ll have to go through and re-assess some of these once more, thanks for the ping!

    -Dmitry

  3. Rita  Reply

    This is an EPIC list that contains everything to pull off a successful PR campaign. I have to bookmark this!
    Thanks for sharing 🙂

    • Dmitry Dragilev
      Dmitry Dragilev  Reply

      Thanks for the shout! Happy you find it useful. Feel free to recommend other tools! – Dmitry

  4. Diane Longacre  Reply

    Huge LIST of tools. Good to have a variety of options. Nice work Dmitry!

  5. Alex  Reply

    I stumbled on this blog when I was looking for public relations tools on Cuspera. They have an interesting list there. Your article is really helpful as it has clarified some of my questions. Can you suggest the best tool/service out of all of these for PR for my ecommerce business ? Thanks in advance.

    • Dmitry Dragilev
      Dmitry Dragilev  Reply

      Thanks for your note Alex. Happy to help! We’d need to know a bit more about what your PR goals are for your business. Please click the “book demo” button above and we can simply get on a quick call to chat about what you’re trying to accomplish. If we are a good fit we’ll work with you, if we are not we’ll refer you to another firm or platform to suit your needs.

  6. Alex  Reply

    I stumbled on this blog when I was looking for publishing tools on Cuspera.

    They have an interesting list there. https://www.cuspera.com/app/acquire-customers-by-publishing/G1-A63–/context?industry=computer-software. Your article is really helpful as it has clarified some of my questions. Can you suggest some latest publishing tools for my ecommerce business ? Thanks in advance.

  7. Jennifer  Reply

    I just signed up with AirPR. Thank you for this very helpful list, great tools in here. Never heard about a ton of these apps. Will let you know how AirPR goes!

    • Dmitry Dragilev
      Dmitry Dragilev  Reply

      Sounds good Jennifer. They’ve been around for quite a while, heard good things.

  8. Marcin  Reply

    HARO and Cision is one company. This list is without OnePitch? Interesting …

    • Dmitry Dragilev
      Dmitry Dragilev  Reply

      Marcin – thanks for shout. OnePitch is a great tool, we’re evaluating them currently. Have you used them much?

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