This is a chapter from #PRstack: AI tools for marketing, media, and public relations, the latest #FuturePRoof publication. You can buy a copy of the complete book from Amazon in Kindle and print formats. The Kindle version doesn’t include images due to format limitations.
Prowly by Aleksandra Kubicka | Developer
Prowly is a public relations management tool that helps public relations practitioners earn media coverage through creative storytelling, personalisation and innovative technology.
Users can foster long-term relationships with journalists by drafting effective strategies based on industry data and prove their value to clients and stakeholders with easy-to-understand insights from media monitoring. This all-in-one media relations platform has recently implemented AI into the whole process of creating and sending press releases.
Where it fits within the public relations workflow
Prowly is optimising how public relations practitioners work with AI and has created a solution that assists during routine activities by igniting the creative process. It helps specifically where public relations practitioners experience the biggest obstacles:
• Starting the draft of a press release.
• Crafting clear messaging.
• Preparing a quote from the company’s representative.
• Expanding media lists in new topic areas.
• Writing an email pitch with a catchy subject line.
Prowly made using AI accessible with already-made prompts, so users don’t need to do it alone and go through trial and error with what works and what doesn’t. The AI algorithms are trained to not act like a simple writing tool but like a writer with years of experience in public relations. Rules, word limitations, guidelines, outlines - you name it.
Drafting a press release with AI
To start drafting with AI, the user chooses the type of press release, defines the audience and writes three key messages. Then, replies to ten live-generated questions related to the input provided. The conversational interface extracts relevant information and asks questions that the journalist would ask. By answering them, the user can ensure that the final material is of higher quality, contains facts and figures, and proof points to the key messages. It also helps to uncover new aspects and details that may be relevant for journalists and tweak the messaging.
The outcome is a comprehensive draft with an informative quote from the company's representative, serving as a strong foundation for the final press release. Prowly's AI Press Release Creator is available in American and British English, Spanish, French, German, Portuguese, and Polish.
Content-based contact recommendations
Once a press release is ready, the tool initiates the journalist discovery process. By analysing its content and keywords, it identifies the ideal media contacts. It allows playing around with the keywords and discovering new targeting possibilities. Users expand the range of recommendations, testing various angles.
Combining AI with a media database with over one million records allows for quicker discovery of new media outlets worth pitching to, including niche ones. Practitioners can save hours on manual searches and building media lists for different story angles. Prowly helps to initiate long-lasting relationships through proper email personalisation and knowing who to pitch.
Drafting emails to journalists
Based on the attached press release, AI will generate a preliminary pitch. It will include four key messages in bullet points, exactly how journalists like it. Easy to quickly scan with clear newsworthy parts. Users can regenerate the content to make it shorter or longer, ensuring it matches perfectly with their pitching strategies.
AI will generate ideas for catchy subject lines, crucial to increasing open rates. The Prowly tool also provides suggestions for the preview text, an extension of the subject line visible in the journalist’s inbox. It is a small yet important element that practitioners often overlook. It’s worth it to use both hooks to grab the attention with the right keywords.
Use cases
Prowly AI was designed to assist public practitioners of all experience levels and from any type of organisation. The entire AI-enhanced workflow takes place on one platform without purchasing different tools for each step or prompting generative AI that is not trained for storytelling. Practitioners can accelerate their workflow and focus on what matters most in the media relations game: pitch quality and relations with journalists.
Aleksandra Kubicka, public relations evangelist, Prowly
https://www.linkedin.com/in/aleksandrakubicka/
Aleksandra is a public relations evangelist at Prowly, with 14 years of experience in public relations and business-to-business communication. She has worked in public relations agencies, startups, and in-house teams of global brands and is passionate about using technology, AI and advanced analytics to enhance storytelling.