How to Automate Prowly

A Prowly campaign starts in Press Release Creator and ends in a PR report

Prowly is PR software built around the campaign: the press release written in its Press Release Creator, the newsroom where it is published, the media list it is pitched to, the tracked email that goes out and the coverage that comes back into a PR report. Its homepage now says Prowly is the Semrush AI PR Toolkit, and existing users still log in to Prowly.

The people using it run several launches at once: a software company's communications manager three weeks from a product launch, or the account executive at a small agency with six clients, each set up as its own brand in PR Reports.

On the Professional plan, a Writer role made for content creators can create and update press releases and see sent emails, but cannot send any or see the contacts. The Essential plan has only two roles, Owner and Admin.

The embargo date lives in a spreadsheet, not in Prowly

The account executive opens each sent pitch's Statistics tab to see who opened it and who clicked through to the newsroom, then decides who gets a follow-up. Replies arrive in her own inbox, and she forwards the promising ones to the client. The embargo date sits in a shared spreadsheet, and moving the release out of Draft before 9:00 on launch day falls to whoever remembers.

Coverage takes hours of its own. A trade magazine runs the story behind a paywall and a regional radio show mentions it on air; someone finds each one, screenshots it and adds it to the client's report.

On Friday every client gets a status email covering what went out, who opened it, what ran and what happens next. For six clients that is six emails, each pieced together from Prowly and the spreadsheet.

Prowly

No release left in Draft at embargo time Each morning the embargo sheet is checked against Prowly, and any release due out tomorrow but still in Draft is flagged.

Coverage the monitor missed, filed Trade titles, podcasts and print mentions found and added to the client's PR report for the account lead to confirm.

A status email for every client Opens, replies and coverage from Prowly drafted into each client's Friday update, ready to edit and send.

Prowly's monitoring covers online news, blogs and forums

After a pitch goes out, Create follow-up offers recipients grouped by how they engaged, such as those who never opened it or those who clicked; the follow-up stays in the same thread, sent at once or scheduled. Each email's Statistics, Recipients and Replies tabs track the result, and a connected inbox lets the team send and receive from each contact's card. Prowly's AI also drafts pitch emails and press releases.

A release moves from Draft to Scheduled with a date and time in a chosen timezone, and goes public in the newsroom at that moment. Media Monitoring sends daily, weekly or monthly digests, plus alerts for new mentions, negative sentiment, unusual spikes and Tier 1 publications, and it can add the clippings it finds to a PR report.

Prowly's homepage describes that monitoring as covering online news, blogs and forums. A print feature or a radio mention goes into a report as a pasted link or a row in an imported XLS file, typed in by a person. The embargo tracker, the award deadlines and the client's approvals live in spreadsheets and inboxes outside the account, and each client's Friday email starts from a blank page.

A release still in Draft the day before its embargo gets flagged

A release whose embargo lifts tomorrow but still shows Draft in Prowly goes to the account executive that morning, with its media list and pitch email named beside it. A launch the client moved in the sheet shows up as a clash with the release's scheduled time, before anything goes live early.

After a send, the follow-up groups come with context: the journalists who opened the pitch twice and clicked through to the newsroom, beside anything they have published on the subject since, with a follow-up drafted in Prowly for each group and left unsent.

The account lead also confirms clippings for coverage the monitor cannot see, each waiting in the client's PR report with where it was found: the trade title's story on its own site, the mention in a podcast's episode notes. On Friday, each client's status email waits in Gmail as a draft built from Prowly's statistics and the sheet.

The account lead sends every pitch and publishes every release

Six clients' embargo sheets, sent emails and PR reports make a morning of reading before the first pitch of the day goes out. WebRun is an AI agent that works a real Chrome browser, signed in as you. It writes only to Gmail, as drafts, and to the PR reports.

No journalist receives anything from it, and nothing goes public: follow-ups and client emails wait as drafts, releases stay in Draft until a person schedules them, and clippings wait for the account lead to confirm. For release checks alone, a Writer login on the Professional plan keeps it out of the contacts entirely. Award and speaking deadlines get the same treatment in a workflow of their own, checked against the draft entries in Prowly every Monday.