Prowly: A Smarter Way to Do Media Relations?

Want to amplify your brand’s message and reach a wider audience? Media relations, a cornerstone of effective marketing, involves building relationships with journalists and media outlets to secure positive coverage. But where do you even begin? Can a single platform actually streamline the entire process, from finding journalists to tracking results?

Step 1: Setting Up Your Prowly Account

First things first: you need a Prowly account. They offer different tiers depending on your needs, but even the basic plan gives you access to their core features. Head over to their website and sign up for a free trial. Once you’ve confirmed your email, you’ll be prompted to complete your profile. Make sure to add a professional headshot and a concise bio; this information will be visible to journalists when you send pitches.

Sub-step 1.1: Defining Your Brand Profile

Once logged in, navigate to “Account Settings” by clicking your profile picture in the top-right corner. Then, select “Brand Profile”. Here, you’ll input essential information about your company, including your website URL, industry, and a brief description. This profile serves as the foundation for your media outreach, providing journalists with context about your organization. For example, if you’re a tech startup based in Atlanta, Georgia, you’d clearly state that and even mention your location near Tech Square.

Pro Tip: Be as specific as possible when describing your industry. Instead of just saying “Technology,” specify “AI-powered marketing automation” to attract journalists covering that niche.

Sub-step 1.2: Integrating Your Email Account

To send pitches directly from Prowly, you’ll need to integrate your email account. Go to “Account Settings” again and select “Email Integrations.” Prowly supports most major email providers, including Gmail and Outlook. Follow the on-screen instructions to connect your account. This allows you to track email open rates and responses within the platform.

Common Mistake: Using a personal email address for media outreach. Always use a professional email address associated with your company’s domain to build credibility.

Expected Outcome: A fully configured Prowly account with a complete brand profile and integrated email account, ready for building media lists.

Step 2: Building Your Media List with Prowly’s Media List Builder

Now, the heart of Prowly: finding the right journalists. Prowly’s “Media List Builder” is far superior to generic databases. This is where you’ll identify journalists who are actually interested in your story.

Sub-step 2.1: Accessing the Media List Builder

On the left-hand sidebar, click on “Media Lists.” Then, click the “+ Create New List” button. A pop-up window will appear, prompting you to name your list (e.g., “Atlanta Tech Journalists”) and add a description. Click “Create List” to proceed.

Sub-step 2.2: Filtering Journalists by Keyword and Location

Within your newly created list, click on “Add Contacts.” This will open the Media List Builder interface. Here, you can filter journalists based on various criteria, including:

• Keywords: Enter keywords relevant to your story (e.g., “artificial intelligence,” “marketing automation,” “Atlanta startups”).
• Location: Select the geographic area you want to target (e.g., “Atlanta, GA,” “Georgia,” “United States”). You can get granular by specifying regions like “Metro Atlanta” or even neighborhoods like “Midtown.”
• Publication Type: Choose the type of media outlet you’re interested in (e.g., “Newspaper,” “Magazine,” “Blog,” “Podcast”).

For example, if you’re launching a new AI-powered marketing tool in Atlanta, you might search for journalists who cover “artificial intelligence” and “startups” in “Atlanta, GA” and work for “Business Journals” or “Online News Sites.”

Pro Tip: Use Boolean operators (AND, OR, NOT) to refine your search. For example, “artificial intelligence AND marketing NOT cybersecurity” will find journalists covering AI and marketing but exclude those focused on cybersecurity.

Sub-step 2.3: Reviewing and Adding Contacts

After applying your filters, Prowly will display a list of journalists who match your criteria. Review each profile carefully. Pay attention to their recent articles, their areas of expertise, and their contact information. To add a journalist to your list, click the “+” button next to their name.

Common Mistake: Adding journalists to your list without reviewing their profiles. This can lead to irrelevant pitches and wasted effort. To improve your marketing, it’s important to target the right audience.

Expected Outcome: A targeted media list of journalists who are likely to be interested in your story, based on their past coverage and areas of expertise.

Step 3: Crafting Personalized Pitches with Prowly

Generic pitches are a one-way ticket to the trash bin. Personalization is key. Prowly provides tools to help you craft compelling pitches that resonate with individual journalists.

Sub-step 3.1: Accessing the Pitch Creator

From your media list, select the journalists you want to pitch. Then, click the “Send Pitch” button at the top of the page. This will open Prowly’s pitch creator.

Sub-step 3.2: Writing a Compelling Subject Line

Your subject line is the first (and sometimes only) thing a journalist will see. Make it concise, attention-grabbing, and relevant to their interests. Avoid generic phrases like “Press Release” or “New Announcement.” Instead, try something like “Atlanta Startup [Your Company Name] Revolutionizes Marketing with AI.”

Pro Tip: Personalize the subject line by mentioning the journalist’s name or recent work. For example, “Following Up on Your Article About AI in Marketing, [Journalist’s Name].” A recent Nielsen study [Nielsen](https://www.nielsen.com/insights/reports/2024/trust-in-advertising-report-2024/) showed that personalized ads are 3x more effective.

Sub-step 3.3: Personalizing Your Pitch Message

In the body of your pitch, start by acknowledging the journalist’s work and explaining why you’re reaching out to them specifically. Reference a recent article they wrote and explain how your story aligns with their beat. Then, clearly and concisely explain your news, highlighting its key benefits and impact. Include a call to action, such as offering an interview or providing additional information.

For example, you could write: “Hi [Journalist’s Name], I enjoyed your recent article in the Atlanta Business Chronicle about the growing AI scene in Atlanta. I’m reaching out because [Your Company Name] is launching a new AI-powered marketing automation platform that’s specifically designed for small businesses in the Atlanta area. I think this would be a great fit for your readership, and I’d be happy to provide you with a demo or answer any questions you may have.”

Common Mistake: Sending the same pitch to multiple journalists without personalization. This is a surefire way to get ignored.

Expected Outcome: Personalized pitches that resonate with individual journalists, increasing your chances of securing media coverage. Remember, content builds trust and can help you win customers.

Step 4: Tracking Your Results with Prowly Analytics

Sending pitches is just the first step. You need to track your results to see what’s working and what’s not. Prowly’s analytics dashboard provides valuable insights into your media relations efforts.

Sub-step 4.1: Accessing the Analytics Dashboard

On the left-hand sidebar, click on “Analytics.” This will take you to Prowly’s analytics dashboard, where you can track various metrics related to your media outreach.

Sub-step 4.2: Monitoring Key Metrics

Pay attention to the following metrics:

• Open Rate: The percentage of journalists who opened your pitch.
• Response Rate: The percentage of journalists who responded to your pitch.
• Mentions: The number of times your company or brand is mentioned in the media.
• Coverage: The number of articles, blog posts, or other media mentions you’ve secured.

I had a client last year who saw a 30% increase in media mentions after implementing Prowly and focusing on personalized pitches. The IAB projects that businesses will spend 15% more on marketing tools in 2027 [IAB](https://iab.com/insights/).

Sub-step 4.3: Analyzing Your Data and Adjusting Your Strategy

Use the data from the analytics dashboard to identify trends and patterns. Which subject lines are generating the highest open rates? Which types of pitches are resonating with journalists? Use these insights to refine your strategy and improve your results. For example, if you notice that pitches with personalized subject lines have a higher open rate, focus on crafting more targeted subject lines in the future.

Common Mistake: Ignoring the analytics dashboard and not tracking your results. This is like flying blind – you won’t know what’s working and what’s not.

Expected Outcome: A clear understanding of your media relations performance, allowing you to optimize your strategy and improve your results over time.

Step 5: Building and Nurturing Relationships

Media relations isn’t just about sending pitches; it’s about building long-term relationships with journalists. Prowly can help you manage your contacts and stay in touch with them over time.

Sub-step 5.1: Using Prowly’s CRM Features

Prowly includes basic CRM features that allow you to track your interactions with journalists. You can add notes to each contact profile, record past conversations, and set reminders to follow up.

Sub-step 5.2: Engaging with Journalists on Social Media

Follow journalists on social media and engage with their content. Share their articles, comment on their posts, and participate in relevant conversations. This helps you build relationships and stay top-of-mind.

Sub-step 5.3: Providing Value Beyond Pitches

Don’t just reach out to journalists when you have a story to pitch. Offer them value in other ways, such as providing them with expert commentary, sharing relevant research, or connecting them with other sources. We ran into this exact issue at my previous firm. We were so focused on getting our press releases out that we neglected the relationship-building aspect of media relations. It wasn’t until we started offering journalists valuable insights and resources that we saw a real increase in coverage.

Pro Tip: Attend industry events and conferences to meet journalists in person. This is a great way to build relationships and make a lasting impression.

Common Mistake: Only contacting journalists when you need something. This can damage your relationships and make them less likely to cover your stories in the future.

Expected Outcome: Stronger relationships with journalists, leading to more consistent media coverage and a more positive brand image.

Prowly offers a streamlined approach to media relations, especially for small to medium-sized businesses that may lack dedicated PR departments. By following these steps, you can start building a targeted media list, crafting personalized pitches, tracking your results, and nurturing relationships with journalists. Don’t just blast out press releases; focus on building genuine connections. That’s where the real magic happens. If you’re an Atlanta based business, consider that Atlanta PR could be the marketing solution you need.

Stop thinking of media outreach as a chore and start seeing it as a conversation. Use Prowly to identify the right journalists, craft compelling pitches, and build lasting relationships. The key to success isn’t just about getting your name out there; it’s about building trust and providing value to the media. So, go ahead, try Prowly—and watch your brand’s story unfold. Remember, tell a story journalists can’t ignore.