Want to get your brand featured in major publications and news outlets? Mastering media relations is essential. It’s not just about sending press releases; it’s about building relationships and crafting compelling stories. Are you ready to learn how to use Prowly’s media relations tools to get your brand in the spotlight?
Key Takeaways
- You’ll learn how to build a targeted media list in Prowly based on location, industry, and job title.
- You’ll discover how to craft personalized pitches within Prowly to increase your chances of media coverage.
- You’ll understand how to track your media outreach efforts and measure the impact of your campaigns using Prowly’s analytics.
Step 1: Setting Up Your Prowly Account
1.1. Account Creation and Initial Configuration
First, head over to Prowly and sign up for an account. They offer a few different pricing tiers, so choose the one that best fits your needs. Once you’ve created your account, you’ll be prompted to enter some basic information about your company, like your industry and company size. This helps Prowly tailor its recommendations to your specific needs. Make sure to connect your email account under “Settings > Integrations > Email” so you can send pitches directly from the platform. I recommend using a dedicated media relations email address to keep things organized.
Pro Tip: Take advantage of Prowly’s free trial to test out all the features before committing to a paid plan.
1.2. Defining Your Target Audience
Before you start building your media list, you need to define your target audience. Who are you trying to reach with your media outreach? Consider factors like industry, location, and job title. Are you targeting local Atlanta news outlets, or national publications focused on the tech industry? I had a client last year who skipped this step, blasted a generic press release to hundreds of irrelevant journalists, and got zero results. Don’t make the same mistake!
Step 2: Building Your Media List in Prowly
2.1. Using Prowly’s Media Database
Prowly’s media database is a goldmine. To access it, click on “Media Contacts” in the left-hand navigation. You can search for journalists by keyword, location, industry, job title, and even media outlet. Let’s say you’re launching a new restaurant in Buckhead. You could search for “food critic” and filter by “Atlanta, GA.” The results will display journalists who cover food in the Atlanta area. You can also use the “Advanced Search” option to narrow your search even further. For example, you can filter by the journalist’s social media following or their Klout score. According to a HubSpot report, personalized outreach yields 6x higher engagement rates HubSpot, so accuracy is key.
Pro Tip: Don’t just rely on keywords. Explore different combinations and use synonyms to uncover hidden gems in the database.
2.2. Importing Existing Contacts
If you already have a list of media contacts, you can easily import them into Prowly. Click on “Media Contacts” then “Import Contacts.” You can upload a CSV file or copy and paste your contacts directly into the platform. Make sure your CSV file is properly formatted with columns for name, email, media outlet, and any other relevant information. I’ve found that Prowly is pretty forgiving with CSV formatting, but it’s always a good idea to double-check before importing.
Common Mistake: Forgetting to clean up your contact list before importing. Remove any duplicates or outdated information to avoid wasting time and resources.
2.3. Segmenting Your Media List
Once you’ve built your media list, it’s time to segment it. Segmentation allows you to tailor your pitches to specific groups of journalists. For example, you might create a segment for “local Atlanta food critics” and another segment for “national tech bloggers.” To create a segment, click on “Media Contacts” then “Create Segment.” Give your segment a descriptive name and add the relevant contacts. You can also use filters to automatically add contacts to a segment based on specific criteria. This is crucial for effective marketing and media relations.
Pro Tip: Use tags to further categorize your contacts. For example, you could tag contacts based on their areas of expertise or their past coverage of your company.
| Feature | Prowly | Traditional PR Agency | DIY Email Outreach |
|---|---|---|---|
| Media Database Access | ✓ Extensive database | ✓ Agency’s contacts | ✗ Manual research |
| Automated Pitching | ✓ Personalized sends | ✗ Limited automation | ✗ Manual sends, time-consuming |
| Coverage Monitoring | ✓ Real-time alerts | ✓ Periodic reports | ✗ Manual tracking |
| Reporting & Analytics | ✓ Detailed performance | ✓ Summary reports | ✗ Limited insights |
| CRM Integration | ✓ Seamless connection | ✗ Often separate | ✗ No CRM integration |
| Cost Effectiveness | ✓ Predictable pricing | ✗ Variable, often high | ✓ Low initial cost |
| Relationship Building | Partial | ✓ Stronger personal touch | ✗ Difficult to build |
Step 3: Crafting Your Pitch in Prowly
3.1. Using Prowly’s Pitch Templates
Prowly offers a variety of pitch templates to help you get started. To access them, click on “Campaigns” in the left-hand navigation, then “Create Campaign.” Choose “Pitch” as your campaign type. You’ll see a list of pre-designed templates for different types of stories, such as product launches, company announcements, and event invitations. Select a template that aligns with your story and customize it to fit your needs. These templates can be a great starting point, but don’t be afraid to add your own personal touch. A Nielsen study Nielsen shows that personalized ads are viewed 26% more favorably.
3.2. Personalizing Your Pitch
Personalization is key to getting your pitch noticed. Don’t just send the same generic email to everyone on your media list. Take the time to research each journalist and tailor your pitch to their specific interests and areas of expertise. Mention their past articles or social media posts to show that you’ve done your homework. Use Prowly’s merge tags to automatically insert personalized information into your pitch, such as the journalist’s name, media outlet, and recent articles. These tags are found in the pitch editor under the “Insert Variable” dropdown. I like to include a sentence or two explaining why I think the story would be a good fit for their audience. I had a client who saw a 30% increase in response rates after implementing personalized pitches.
Common Mistake: Using the wrong name or media outlet in your pitch. Always double-check your merge tags before sending.
3.3. Adding Multimedia Elements
In today’s digital age, multimedia elements are essential for grabbing attention. Include high-quality images, videos, and infographics in your pitch to make it more visually appealing. Prowly allows you to easily upload and embed multimedia elements directly into your pitch. Just click on the “Insert Image” or “Insert Video” button in the pitch editor. Make sure your multimedia elements are optimized for mobile devices. After all, many journalists read their emails on their phones. According to the IAB, video ads are projected to account for 82% of all internet traffic in 2026 IAB, so get comfortable with video content.
Pro Tip: Include a link to a press kit with additional resources, such as high-resolution images, logos, and background information.
Step 4: Sending and Tracking Your Pitch
4.1. Scheduling Your Pitch
Timing is everything when it comes to media relations. Consider when your target journalists are most likely to be checking their email. Prowly allows you to schedule your pitch to be sent at a specific date and time. Just click on the “Schedule” button in the campaign editor and choose your desired send time. I’ve found that sending pitches on Tuesday or Wednesday mornings tends to yield the best results. But it really depends on your industry and target audience. Experiment with different send times to see what works best for you.
4.2. Monitoring Your Results
Once you’ve sent your pitch, it’s important to monitor your results. Prowly provides detailed analytics on your campaign performance, including open rates, click-through rates, and response rates. To access your analytics, click on “Campaigns” in the left-hand navigation and select your campaign. You’ll see a dashboard with key metrics and charts. Use these analytics to identify what’s working and what’s not. Are your open rates low? Try a different subject line. Are your click-through rates low? Improve your pitch content. A eMarketer study shows that companies who track their media relations efforts are 3x more likely to achieve their goals eMarketer. Here’s what nobody tells you: sometimes, you’ll get crickets. Don’t take it personally. Just learn from the experience and keep refining your approach.
Pro Tip: Set up email alerts to be notified when journalists open or respond to your pitch.
4.3. Following Up
Don’t be afraid to follow up with journalists who haven’t responded to your pitch. A gentle reminder can often be enough to get their attention. Prowly makes it easy to follow up with journalists directly from the platform. Just click on the “Follow Up” button in the campaign editor. I usually wait about a week before following up. When following up, keep your message brief and to the point. Reiterate the key points of your story and offer to provide additional information. Remember, journalists are busy people. Respect their time and be persistent, but not annoying.
Common Mistake: Being too aggressive or pushy in your follow-up messages. Remember, you’re trying to build relationships, not just get coverage. Knowing how to turn trending news into marketing gold is also important. To get media coverage that matters, you need to understand what journalists are looking for.
By following these steps, you can use Prowly to build a targeted media list, craft personalized pitches, and track your results. Effective media relations is a cornerstone of successful marketing, and Prowly can help you achieve your goals.
How much does Prowly cost?
Prowly offers several pricing plans, ranging from basic to enterprise. The cost depends on the number of users, contacts, and features you need. Check their website for the most up-to-date pricing information.
Can I use Prowly to send press releases?
Yes, Prowly can be used to send press releases. They have templates specifically designed for press releases, and you can easily distribute them to your media list.
Does Prowly integrate with other marketing tools?
Yes, Prowly integrates with several popular marketing tools, such as Google Analytics, HubSpot, and Zapier. These integrations allow you to streamline your workflow and track your results more effectively.
How accurate is Prowly’s media database?
Prowly’s media database is generally considered to be very accurate. They have a team of researchers who constantly update and verify their contact information. However, it’s always a good idea to double-check the information before sending your pitch.
What if I can’t find a journalist in Prowly’s database?
If you can’t find a journalist in Prowly’s database, you can try searching for them on Google or LinkedIn. You can also ask your colleagues or industry contacts if they have any recommendations.
While mastering Prowly’s features is important, remember that successful media relations hinges on building genuine relationships with journalists. Start small, focus on providing value, and watch your brand awareness grow.
