A new tide is coming in PR, and you can either sink or swim. It’s not just about AI–there’s so much more that’s going on in the industry right now.
In 2024, Prowly listened to your feedback and industry talk to diagnose three main problems PR pros will be facing in 2025:
- Problem #1: Pitch engagement is lower than ever before
- Problem #2: There isn’t enough real data to base your PR strategies on
- Problem #3: Scoring quality coverage takes too much time and effort
To help you overcome them, Prowly added a set of groundbreaking features that might change the way you look at targeting journalists, hyper-personalization, AI adoption, and more.
Prowly never stops improving. Keep on reading and get a sneak peek of our future updates!
PR Problem #1: Pitch engagement is lower than ever before
Getting journalists to respond to pitches is starting to feel like pushing a boulder uphill.
In the PR Trends 2025 report, 32% of respondents say that hyper-personalization will be their priority from this point forward. The emphasis is on deeply researching Tier 1 journalists, crafting individual pitches, and focusing on building lasting relationships.
Here’s how Prowly will help you understand journalists and their audiences like no other tool on the market.
Precise data for better targeting
We’ve expanded your research capabilities adding new journalist and outlet insights to our Media Database. Use a single tool to quickly scan journalists’ online activities, publishing frequency, X (Twitter) following, timezone, domain traffic, and in-depth audience profiles (more on that later).
Crafting engaging stories
Get acquainted with the first AI Assistant for PR, a groundbreaking feature designed to brainstorm captivating ideas and examine the journalist’s perspective. Go through a Q&A that mirrors an interview with a journalist and discover smart angles for your story.
If you’re struggling with crafting compelling emails, write them using the new dynamic AI prompts for:
- expert comment suggestions,
- interview opportunities, or
- sharing survey or research results.
Expanding your media lists
Writing an email or a press release? Get automatic contact recommendations based on what you write! Spot relevant journalists and outlets you hadn’t found on your own.
Pitch personalization & follow-ups
In Prowly’s new personalization flow, you get quick access to all your notes, recent journalist's publications, audience insights, and your communication history, so you don’t miss any important element of your pitch.
And, to make personalization even more convenient, connected inboxes can now automate follow-ups based on whether or not the recipient has opened, replied, or clicked on your message. Read on to see more about Prowly’s advanced email analytics.
A look into the future
All these features greatly improve your chances for higher pitch engagement, but we’re not resting on our laurels. In 2025, we’re working on accuracy in the Media Database. We’ll also expand it to include more useful insights, such as trade media data.
PR Problem #2: There isn’t enough real data to base your PR strategies on
How do you build a data-driven campaign when the information is scarce and hard to get?
37% of participants of the PR Trends 2025 survey believe that data-based strategies will yield more measurable outcomes in 2025. Prowly has made insights much easier to find, track, and analyze so you can revolutionize your PR tactics.
In-depth audience profiles
Age and country metrics aren’t enough to hyper-target the media. By integrating data from Semrush, Prowly enables you to dive into detailed audience information such as interests, occupation, income distribution, education level, or even household size.
All audience and traffic insights come from Semrush, a reliable global leader in visibility management trusted by over 10 million marketing professionals.
Easy access to reliable data
Prowly aims to make your search experience as easy as possible. That’s why you can now filter results by specific audience insights, traffic data, exact regions, and media categories. Thousands of contacts can be quickly narrowed down to just the most promising ones.
New Media Monitoring channels
Some of the most requested Prowly features were new monitoring sources. First we've added TikTok and YouTube, then partnered with industry leaders, LexisNexis and TVEyes, for print and broadcast monitoring. Monitoring dashboards now have new metrics and widgets for a more comprehensive overview.
Strategic dashboards and precise alerts
We’ve simplified data analysis. Now you can filter metrics by keywords to build strategic dashboards and narrow down your data into actionable chunks. To stay updated at all times, use keyword filtering to set up laser-focused alerts. You’ll be able to spot brand crises from miles away.
Tracking email analytics
We improved the precision of inbox data and engagement tracking. Prowly’s mailing tool now adjusts open and click rates to filter out bot activity. And, if you’re a Pro user with a connected inbox, you can see journalists’ email viewing times and detailed, time-stamped breakdowns of their every interaction with your messages.
A look into the future
What else are we cooking up for you in 2025? One of our priorities is to enhance the Media Monitoring module. Soon, we’ll be expanding our monitoring reach to more UK-based outlets thanks to the NLA license. Exciting!
PR Problem #3: Scoring quality coverage takes too much time and effort
How do you justify spending long hours on research when there’s still monitoring, writing, and strategizing to do?
Do everything in one tool. Keeping your media lists, email campaigns, communication history, dashboards, and notes in one place saves days of work each month. And of course, AI-powered tools are crucial, according to 74% of respondents in the PR Trends 2025 report.
Here’s how the new Prowly features speed up the PR workflow.
Content on high gear
We all know how rigid and awkward AI writing can be; Prowly’s AI for PR is trained to draft professional press releases and pitches that sound authentic. The Pitching Tool also helps boost your email deliverability and engagement by detecting potential spam triggers and empty fallback for personalization tokens.
And, to further alleviate your stress, the Press Release Creator reviews your draft’s Content Score and suggests improvements, such as:
- headline, messaging, and formatting clarity,
- potential angles and promotional perspectives,
- checking more sources or adding supporting quotes.
Easier query building and polishing
Prowly has added query editing so you never have to start from scratch to tweak some details ever again. The search builder also has a new “OR” operator, so you can diversify your exploration and catch all relevant mentions.
Better sender’s reputation
Using the Prowly inbox, you don’t have to worry about sender reputation technicalities. The writing tool warns you about spam words in text and adds the “Unsubscribe” button, as mandated by Google’s and Yahoo’s policies for quality senders. Email analytics show you problems with deliverability so you can react and prevent send-out hiccups.
A look into the future
In the next few months, the Media Database search experience will improve even more. The goal is to help you find your perfect-fit journalists and contacts in the shortest possible time. We’ll keep you posted!
Over to you
2024 was a busy year for Prowly, but it must have been even more chaotic for you, a PR pro.
The media reality is shifting, as more and more journalists expect hyper-personalization and spot-on pitches. The lack of quality data leads to weak PR strategies, which in turn causes low journalist engagement.
But remember: engagement rates, data-based pitches, efficient workflows–they’re all just a means to an end. The point is to get your story out there. Let Prowly help you carry your narrative into 2026!
