Your network of bloggers and journalists is a valuable asset, but are you making it work for you?

Mustr helps you and your team organise your network of journalists and bloggers. That way, you can concentrate on improving your relationship with them.

Design Thinking

Mustr is a tool that is built from the ground up. We asked PR professionals about their biggest frustrations in their day-to-day jobs, and the opportunities they saw for improvement. Everything we created was conceptualised with those end users in mind. We prototyped our way through those specifications and validated all those assumptions. This design-first approach allowed us to build a power-tool that serves at the core of Public Relations operations in agencies as well as large multinationals.



At the core of the product we created was the aim for a fundamental simplification of PR processes. In order to simplify, we firstly needed to define the exact problem statement as-is, next up we designed our way through those finding to come up with solutions, and lastly we delivered a fully functioning platform with great added value.



How do people in Public Relations spend the most of their days and where can we find efficiencies? What's key to their day-to-day activities and what's non-essential. We first captured this fundamental understanding of the industry on this very concrete level.


A clickable prototype is the best business-IT alignment we could ever imagine. Design - test - iterate - validate.


We believe in delivery in small, steady increments. In sprints of 2 weeks we develop and test specific features that we can deploy to staging and live at the end of that period.


User Interface

People in PR are typically very sensitive to a clean, user-friendly interface. We followed material design principles in order to create a distinctive look and feel that brings a natural structure.

Know exactly who you're talking to, and what your history is with them.
- Keep track of your team's history with journalists and bloggers
- Create a powerful network with detailed profiles
- Outsource the boring stuff, but stay in control of your valuable network.


Distributed Agile Software Development

We set up multi-disciplinary teams in geographically-dispersed business locations. We focus on leveraging the benefits of Agile Development principles on a global playing field.

Agile Software Development

product owner

  • Represents the product’s stakeholders and has a focus on the business side
  • Accountable for ensuring that the team delivers value to the business
  • Defines units of work and adds those to the product backlog
  • Indicates priorities based om importance and dependencies
Agile Software Development

delivery heroes

  • Delivering shippable product increments every 2-week sprint
  • Consists of 3 to 9 team members.
  • Multi-disciplinary teams who self-organise within a sprint
  • Decision capabilities at the implementation level
Agile Software Development

scrum master

  • Ensures that the scrum framework is followed
  • Helping the team to determine the definition of done for the product, with input from key stakeholders
  • Coaching the team, within the Scrum principles, in order to deliver high-quality features for its product
  • Coaching the development team in self-organisation and cross-functionality

Our DevOps Approach

Our software delivery team took full-cycle ownership from application logic to performance monitoring: build & run. A single project team was responsible for the development, infrastructure, installation, testing, packaging, deployment and bug fixing. Our philosophy of continuous delivery kept all stakeholders aligned throughout the process.


Software Engineering

Building the application layer on top of the database infrastructure. Front- & back-end code development based on a standardised framework and internal reviewing mechanisms. We handle a one-click deploy philosophy during which all automated tests need to get passed.


Business-IT Alignment

Capturing functional requirements that are in-line with the business objectives. Making sure these are translated into our SCRUM methodology process. We focus on regular (pre)releases to ensure that features keep moving in the right direction and all stakeholders remain aligned.

Quality assurance

Shipping Reliability

We write automated tests for all aspects of the platform. Continuous testing and continuous integration (CI) ensures reliable releases to staging or live versions. Performance monitoring tools are configured as an additional assurance that the whole system is stable.

Our toolset

Github Trello Docker CircleCi Google Cloud Digital Ocean

Mustr In Numbers

devoted developers
pages prototyped using Invision
page document with functional requirements
months of total throughput time

Raf Weverbergh

Managing Partner Finn PR

Quotes Our partnership with Panenco brought a lot of energy to the Mustr mission. They serve as a partner, not as a supplier. We tremendously appreciated their involvement from start to end with a can-do attitude!

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