New Old Functions: The Story Creator Redefined

Crafting press releases with Prowly is like building Lego objects. To create a whole new piece of writing, you must add different types of elements together in order to ultimately give life to a visually consistent and interesting piece of content. We’ve examined which press release elements are most commonly used by Prowly users. Find out for yourself, which popular functions and those less frequently used we’ve presented in the context of the upcoming changes to our Story Creator.


#1 Paragraph

It will hardly come as a surprise to anyone that the most frequently added element is… the paragraph. It constitutes the building block of almost every press release, although we’re well aware that more and more users “read” with their eyes.

#2 Gallery & Image

Today, visual messages seem to get ahead of written communication and pictograms are no longer reserved just for children or ancient Egypt, which is why it’s hardly surprising that Gallery took a very high position in the ranking (#6) and Image reached the podium (#2). Remember about, e.g.,, where you can download great images for free.

#3 Subheading A, Subheading B

These two elements help to make your text more transparent and split it into sections that will make navigating around the article much easier. Finally, if they contain some good keywords, they’ll have a positive impact on how your article is positioned in Google (we’re referring here to the H2, H3 headings which provide Google robots with information on what’s in your text).

#4 Quote

This element, which is so popular among our users and gives your press releases a more personal character, ranked 4th on our list.

#5 Annotation

Smaller text in slightly greyed-out font is great if you want, e.g. to add some information about, for instance, your research methodology or a short Author’s bio at the end of your press release.

In the new version of the Story Creator, all the elements mentioned above will still be added by clicking on the plus icon:

Your press release will also benefit from…

So, the fact that paragraph is the most popular element among our users is hardly surprising. For my part, I’d also like you to get to know the elements I chose as helpful, as I think they’re pretty interesting and have a potential:

Social media content (Facebook, Instagram, Tweet, YouTube, Vimeo, GIF)

You can easily add a Facebook, IG or Twitter post to your press release by pasting the link to it.

Smart links (Custom URL)

If you’d like to add a link to your story, you can do it through the Custom URL feature. If the target website will allow it, the link will be displayed as a tile with an image, a small chunk of the text and a “Read more” button to encourage clicks.

Middle hero video & middle hero image (Full-width video, Full-width image)

Example text you can put on the full-width image!

Example text you can put on the full-width image!

We can see that our users frequently apply this element when creating their stories. If you have some images or a link to a YT video that you’d like to visually expose, this feature is definitely for you. 


With the new Story Creator, you will be able to insert a fully responsive table in your press release. This means that no matter what type of device you’re going to use to view the story, your table will display nicely and legibly.

Divider & CTA button

These two elements will allow you to attract the attention of your readers. If you’d like to have a little break in your text, but not necessarily an image, we recommend using the so-called Divider that may look like this:
CTA (Call To Action) is a button which will take the reader to a specific address, like this: