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Prowly Upgrades Media Monitoring SaaS Tool with Powerful Automation and Data Visualization Features

By announcing new PR SaaS tool features, Prowly has further broadened its scope of service with Media Monitoring.

The rise of digital platforms for marketing communications has completely transformed the media monitoring landscape in recent years. With print, digital, and OTT platforms ruling the roost, brands are looking for innovative ways to manage their media monitoring initiatives. Prowly, a leading public relations SaaS tool maker has announced new features in its media monitoring services that focus on addressing the growing needs of modern PR professionals representing diverse businesses from various industries. Prowly already makes what we now know as “CRM for the PR teams.’

This new addition places Prowly as a complete PR workflow tool providing automation-driven media monitoring services.

What’s Prowly?

Prowly is a public relations SaaS tool acquired by Semrush in 2020. Like Marketing and Sales CRMs and Marketing automation tools, PR CRMs are now part of the Marketing Technology stacks, thanks to companies like Prowley. PR teams are at the lead point of every major marketing and corporate communication that defines the nature of the conversation with media partners, stakeholders, vendors and customers. With a media monitoring tool fitting into the core of PR CRM and PR automation, PR teams can achieve a lot more agility and finesse in their workflows. And, Prowly is not behind in terms of using Artificial Intelligence (AI) and Data visualization techniques to further improve its PR SaaS tool features.

By announcing new PR SaaS tool features, Prowly has further broadened its scope of service with Media Monitoring. This product completes the key components in a PR workflow, making Prowly a fully automated tool for PR professionals that provides a free trial, monthly subscription plans and affordable pricing.

At the time of this announcement, Sebastian Przyborowski, co-founder and Chief Product Officer, spoke to AiThority.com.

Here’s what Sebastian had to say about the new product roadmap.

AIThority.com: Which technologies are influencing the global PR and Media intelligence companies?

Sebastian: “The big trend which is impacting not only the PR industry, but the tech world overall, is GPT-3 autoregressive language. It consists of 10x more variables (175B) used to train the model, which allows it to generate human-like text almost impossible to distinguish from an extract written by a real person. Very soon GPT-3 and its future alterations will create such sophisticated automated content generation that will allow it to modify itself in real-time to best fit the context that AI finds the most fitting.

In Prowly, thanks to text analysis, categorization, and context-conscious technologies we are able to not only thoroughly scan content with high confidence but also do it in a very short time. That allows us to propose actionable insights based solely on pure text analysis eg. suggesting which journalists to pitch, based on their beats.”

AIThority.com: How is Prowly’s SaaS tool for PR teams influence integrated marketing communication strategies? How do you measure the ROMI of these efforts at Prowly?

Sebastian: “Prowly offers users a complete PR workflow, allowing to optimize their work time and automate a number of repetitive tasks eg. creating media lists using Prowly’s media database and setting up automated follow-ups to pitches. We are able to track open rates, click rates, and response rates, but more importantly, use media monitoring to generate a list of articles and outlets where our story was covered.

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Our reporting system provides metrics for every step of media relations activities and in the end, we offer over one thousand different configurations of reports, which include all sorts of different metrics that our customers can act upon – from classic ones such as AVE, through advanced sentiment analysis, reach estimation and backlink analysis”

Joanna Drabent, Prowly’s Chief Executive Officer said –

“Our strategic goal is to become the market leader in the PR software industry. By launching Media Monitoring, we are turning our vision into reality and addressing one of the biggest challenges in the modern public relations world – measuring the impact of your PR initiatives. Many of our customers face this problem, and we’re excited to provide them with a solution by releasing one of the biggest product updates in Prowly’s history.”

Features of Prowly’s New Media Monitoring Product for PR Teams

Prowly’s new Media Monitoring product enables PR professionals to conduct deep industry research, reveal pivotal consumer insights and collect intelligence on competitors virtually in real time. Users will be able to search for different keywords and obtain results relevant to their goals and strategies with dozens of filters, view interactive dashboards with metrics used by the public relations industry, receive real-time alerts for their most important searches and seamlessly collaborate with coworkers on projects.

With Media Monitoring, Prowly completes its focus to provide those who work in public relations the all-around functionality they need from a PR software along with concrete measurements to strengthen their strategy. According to IBISWorld’s industry report on Public Relations Firms in the US, 37.0% of respondents prioritized investing in PR measurement and analytics to achieve growth.

“All PR professionals should have access to concrete metrics and evaluate their earned media value,” said Sebastian Przyborowski, Prowly’s Chief Product Officer. “Since we’re a part of Semrush, we have the opportunity to use their technological assets, integrate many highly-differentiated solutions which are already available to marketers and transform them into relevant, useful, and most importantly, affordable metrics to meet the needs of all PR professionals.”

Prowly is an all-in-one workflow automation solution for PR professionals where companies of all sizes can manage media relations more effectively by saving time on routine tasks. Prowly supports users in storytelling, finding the right media contacts and organizing them in a PR CRM, creating aesthetically pleasing press releases, managing email pitches, maintaining journalist-friendly newsrooms, media monitoring and more. This affordable PR tool was already used by over 7,000 users from more than 70 countries.

[To share your insights with us, please write to sghosh@martechseries.com]

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