Land Media Coverage: A Quick Prowly Setup

In the dynamic realm of marketing, mastering media relations is no longer optional; it’s essential for building brand authority and driving business growth. But how do you actually start cultivating those crucial media connections? Can you really learn to get featured in top publications, even if you’re starting from scratch?

Step 1: Setting Up Your Prowly Account

First things first: you need a tool to manage your media relations efforts. While there are many options, I recommend starting with Prowly. It’s relatively user-friendly, has a solid media database, and offers a free trial to get you started. We’ve used it successfully for several clients, landing placements in publications like the Atlanta Business Chronicle and Georgia Trend.

Creating Your Account

1. Navigate to the Prowly website.
2. Click on the “Start Free Trial” button, typically located in the upper right corner of the homepage.
3. You’ll be prompted to enter your email address, name, and create a password. Use a professional email address associated with your company.
4. After submitting your initial information, you may be asked to provide additional details about your company, such as its size, industry, and marketing goals. Be as accurate as possible; this helps Prowly tailor its recommendations.
5. Once you’ve completed the registration process, you’ll receive a confirmation email. Click the link in the email to activate your account.

Pro Tip: During the signup process, clearly define your industry. This will help Prowly suggest relevant media contacts later on.

Navigating the Dashboard

1. Upon logging in, you’ll be greeted by the Prowly dashboard. This is your central hub for all media relations activities.
2. Familiarize yourself with the main navigation menu on the left-hand side. You’ll find options such as “Media Database,” “CRM,” “Email Pitches,” and “Analytics.”
3. Take a moment to explore each section to understand its functionality. Pay close attention to the “Media Database,” as this is where you’ll find journalists and publications relevant to your niche.

Common Mistake: Many beginners skip the dashboard tour. Don’t! Understanding the layout saves you time and frustration later.

Expected Outcome: You’ll have a fully functional Prowly account and a basic understanding of the platform’s layout.

Step 2: Finding the Right Journalists

Now, the real work begins: finding journalists who cover your industry and are likely to be interested in your story. This is where Prowly’s Media Database shines.

Using the Search Filters

1. Click on “Media Database” in the left-hand navigation menu.
2. You’ll see a search bar at the top of the page. Enter keywords related to your industry, product, or service. For example, if you’re launching a new AI-powered marketing tool in Atlanta, try keywords like “AI marketing Atlanta,” “Atlanta startups,” or “Georgia tech.”
3. Refine your search using the advanced filters on the left-hand side. These filters allow you to narrow down your results based on:
   • Location: Specify the geographic area you’re targeting (e.g., Atlanta, Georgia, United States).
   • Job Title: Target specific roles, such as “Technology Reporter,” “Business Editor,” or “Freelance Journalist.”
   • Outlet Type: Choose from options like “Newspaper,” “Magazine,” “Blog,” “Podcast,” or “TV.”
   • Topics: Select relevant categories and subcategories to find journalists who cover your specific area of expertise.

Pro Tip: Don’t just rely on keywords. Experiment with different combinations of filters to uncover hidden gems – smaller publications or niche blogs that might be more receptive to your pitch. I once found a fantastic reporter covering local food startups in the Old Fourth Ward neighborhood simply by filtering for “food” and “Atlanta.”

Analyzing Journalist Profiles

1. Once you’ve run your search, you’ll see a list of journalists who match your criteria.
2. Click on a journalist’s name to view their profile. This profile provides valuable information, including:
   • Contact Information: Email address and, in some cases, phone number.
   • Recent Articles: Links to their latest published work.
   • Topics Covered: A summary of the subjects they typically write about.
   • Social Media Profiles: Links to their accounts on platforms like X (formerly Twitter) and LinkedIn.
3. Carefully review each journalist’s profile to determine if they’re a good fit for your story. Pay attention to their recent articles and topics covered to ensure your pitch aligns with their interests.

Common Mistake: Pitching a journalist without reading their recent work. This is a surefire way to get ignored. Always do your homework!

Expected Outcome: You’ll have a list of 10-20 journalists who are relevant to your industry and likely to be interested in your story.

Step 3: Crafting Your Pitch with Prowly’s Email Templates

Now that you’ve identified your target journalists, it’s time to craft a compelling pitch that grabs their attention. Prowly offers a range of email templates to help you get started.

Selecting a Template

1. Navigate to the “Email Pitches” section in the left-hand navigation menu.
2. Click on “Create New Pitch.”
3. You’ll be presented with a library of email templates, categorized by purpose (e.g., “Product Launch,” “Company Announcement,” “Expert Commentary”).
4. Choose a template that aligns with your story. If you’re unsure, start with the “General News” template.

Pro Tip: While templates are helpful, don’t rely on them blindly. Always customize the content to make it relevant to the specific journalist and their publication.

Personalizing Your Message

1. Once you’ve selected a template, you’ll be able to edit the email body.
2. Start by personalizing the subject line. Instead of a generic subject line like “Press Release: New Product Launch,” try something more specific and attention-grabbing, such as “AI Marketing Tool from Atlanta Startup Promises 20% ROI.”
3. In the email body, address the journalist by name and reference their recent work. For example, “Hi [Journalist Name], I enjoyed your recent article on AI trends in Atlanta Inno. I thought you might be interested in…”
4. Clearly and concisely explain your story in the first paragraph. Focus on the key takeaway and why it’s relevant to the journalist’s audience.
5. Include a call to action. What do you want the journalist to do? Schedule an interview? Request more information? Make it clear.
6. Keep your email short and to the point. Journalists are busy people, so respect their time. Aim for no more than 200-300 words.

Common Mistake: Sending a generic, impersonal pitch. This is a guaranteed way to get your email deleted. Personalization is key!

I had a client last year who insisted on sending the same press release to every journalist on their list. The results were predictably dismal. Once we started personalizing the pitches, we saw a significant increase in response rates.

Adding Attachments (Sparingly)

1. Prowly allows you to attach files to your email pitches, such as press releases, images, and videos.
2. However, use attachments sparingly. Many journalists are wary of opening attachments from unknown senders.
3. If you must include an attachment, keep it small and relevant. A high-resolution image of your product or a concise press release are good options.
4. Consider including a link to a cloud storage service (e.g., Google Drive, Dropbox) where journalists can access additional resources.

Expected Outcome: You’ll have a personalized and compelling email pitch ready to send to your target journalists.

Step 4: Sending and Tracking Your Pitches

The final step is to send your pitches and track your results. Prowly provides tools to help you manage your outreach and measure your success.

Sending Your Email

1. In the “Email Pitches” section, review your email one last time to ensure there are no errors.
2. Click on the “Send” button.
3. You’ll be prompted to select the recipients of your email. You can either choose individual journalists from your contact list or send the email to a group of journalists.
4. Schedule your email to be sent at an optimal time. According to a 2025 HubSpot report, the best time to send media pitches is between 9:00 AM and 11:00 AM on Tuesdays and Wednesdays.
5. Confirm your sending preferences and click “Send Now.”

Pro Tip: Before sending your pitch to a large group of journalists, consider sending it to a small test group first. This will allow you to identify any potential issues and refine your message before reaching a wider audience.

Tracking Your Results

1. After sending your email, track its performance in the “Analytics” section of Prowly.
2. Monitor key metrics such as:
   • Open Rate: The percentage of recipients who opened your email.
   • Click-Through Rate: The percentage of recipients who clicked on a link in your email.
   • Response Rate: The percentage of recipients who replied to your email.
3. Analyze your results to identify what’s working and what’s not. Experiment with different subject lines, email bodies, and sending times to improve your performance.

Common Mistake: Ignoring your analytics. Tracking your results is essential for refining your media relations strategy. Without data, you’re flying blind.

Expected Outcome: You’ll have sent your pitches, tracked their performance, and gained valuable insights into what works best for your target audience. We had a client who, after 6 months of consistent effort, saw their website traffic increase by 30% due to media mentions secured through Prowly.

This process takes time and consistent effort. Don’t get discouraged if you don’t see immediate results. Keep refining your pitch, building relationships with journalists, and tracking your performance. The payoff can be significant.

To further refine your efforts, consider the value of earned media as a brand awareness tool. It’s often more impactful than paid advertising.

If you’re looking to improve your overall strategy, don’t forget to check out our guide on how to nail media coverage from a journalist’s perspective.

Also, remember that small biz PR can make a big difference in getting seen, noticed, and remembered.

Don’t overthink it: consistent, personalized outreach is the most important thing. Start with Prowly’s free trial, find a few relevant journalists, and send a thoughtful pitch today. You might be surprised by the results.