Tools for Marketing & PR Management for Small Startups?

I'm curious as to what tools small startups use to track and handle their marketing and PR. This is on the assumption that hiring a PR firm isn't an option yet.

The usual for marketing would be social media platforms like Twitter and Facebook.

For PR, how do startups find and keep track of any blog, twitter or facebook posts made about them and respond to them?

Is there any single application that allows this sort of management?