When building advanced queries, Boolean can be cumbersome, ineffective, and prone to human error. One small mistake and your results can drastically change. But it’s still the most reliable search system. Is it?

There’s a simpler way to create effective queries. Here’s Prowly’s new take on how to quickly create monitoring searches that work.

Digital and social media, print and broadcast—track them all in one place, within a single query, dashboard, or project. Schedule a demo to see Prowly’s media monitoring in action.

How to create queries that collect relevant media mentions

The short answer is: check and refine.

There’s no going around it; your first monitoring searches will probably be pretty inaccurate. Instead of getting an initial spam tsunami, get a tool with a results preview built into the query creator.

And, if you’ve already created a query and your news scans are collecting too many irrelevant results, it’s time to revise the search. Exclude some terms to narrow it down or add more possible keywords to expand.

A self-serve tool like Prowly lets you edit queries yourself without erasing previous results or valuable historical data.

Get the Enterprise plan to unlock unlimited query-building sessions with a dedicated expert.

But what’s the secret to building effective queries in Prowly? It’s just four steps.

Step 1. Choose your search type

There are five types of search queries in Prowly:

The first four operate in pretty much the same way: you enter one or more key phrases, include or exclude some terms, and voila. The labels Brand, Competitor, Person, or Keyword make it easier to differentiate between all your queries.

The Backlink query is a separate type, used only to track a single URL. This is useful if you’re focused on whether a particular link appears in the media.

If you'd like to add backlink tracking to your standard queries, this will be explained in Step 3: Filters.

Step 2. Operators and how to use them

Prowly’s query builder is based on three types of criteria:

• ALL (AND operator)

Used to find only the mentions that match all given keywords. This is a great way to hyper-focus your search on irreplaceable phrases.

• ANY (OR operator)

Finds all results with at least one of the keywords given. Use ANY if you want to expand your query or fill in the missing context.

• NONE (NOT operator)

Excludes all mentions containing any of your listed keywords. NONE helps filter out unwanted terms from your search.

The main criteria

They are the focus of your search. Here you can use either ALL or ANY. If you want to add more than one key phrase, you can type them in separately or paste all at once, separated by commas, and press Enter.

NOTE: If you’ve got keywords from old Boolean strings lying around, you can paste up to 15 phrases in one box (500 characters in total). Remember to replace all AND or OR operators with commas.

You modify the primary search by using…

Optional criteria

They are the additional modifiers for your query. 

If your main criterion is ALL, then your optional criteria can be ANY and/or NONE.

If your main criterion is ANY, then your optional criteria can be ALL, ANY, and/or NONE.

What does that mean in practice?

Example 1. You’re monitoring the Prowly brand, but it’s often misspelled as Prowley. You want the results to contain mentions of AI. Your main and optional criteria will look something like this:

Example 2. You’re monitoring Prowly in the context of their top feature, AI Assistant. You want none of your results to mention ChatGPT or Gemini. This is what the search looks like:

Easy, isn’t it?

There are just two more elements you need to consider at this point. They’re your keyword options:

1. Exact match—check this option if you don’t want to find any keyword variations. For example, a non-exact match is “Apples” or “Apple’s” instead of just “Apple”.
2. Case sensitive—tick this box if you want your results to match the exact capitalization you used in your search. Example: the noun “apple” when you’re searching for the brand “Apple”.

Looks like we’ve got this step covered! What’s next?

Step 3. Filters

At this stage, you can select the countries, languages, and date ranges for the media you’re about to monitor. Depending on your chosen source, you can track up to one year of historical data.

The Main filters section is also where you can add a URL to track. What’s the difference between the Track backlinks filter and creating a Backlink query? 

A Backlink query finds only mentions that include your chosen URL.

The Track backlinks filter means your results may or may not contain your given URL. To find the ones that do, you can filter them out in the mention browser or dashboard widget.

Step 4. Selecting your source

The last stage is to choose your media channel. At Prowly, you can monitor all sources in one place:

Once you’ve selected your sources, you can check the results preview. It shows you up to 15 random mentions so you can see if your query needs more finessing. Broadcast mentions cannot be previewed.

Now that you know the theory, how about some real-life scenarios?

How to build effective queries: use cases

1. Your search term is often misspelled

Typos happen, even to the best of journalists.

Make sure the keyword you’re looking for isn’t commonly misspelled. If it is, use the ANY criterion so each version of the word pops up in your search.

PRO TIP: Broadcast crawlers search for key phrases in transcripts, which often contain incorrect spellings. Make your query more precise by adding a few variants of your brand’s name or common misspellings of your keyword.

2. Your brand goes by many names

You no longer need to set up separate queries to gather all your brand mentions. Use ANY to find each variation of your brand’s name.

3. Putting keywords in context

Don’t want your query to exist in a vacuum? Use the main and additional criteria to narrow down your search to particular topics.

For example, if you’re looking for media narratives about your product launch, type in your brand name and product name in the ALL criterion.

Or, if your tech brand is often conflated with a common fruit, use NONE to rule out all food-related associations.

4. A competitor’s name is an acronym and a common word

This situation is similar to use case 2, except that, next to the ANY criterion, you need to add the Case sensitive filter, too. It’ll make sure your brand name isn’t taken for a common noun.

But remember: Case sensitive doesn’t work for broadcast mentions, since transcripts often don’t offer proper capitalization.

If you’re searching for acronyms in broadcast, add spaces between the letters, e.g., “I C E” instead of “ICE”. This will help pick up the right mentions instead of results containing the noun ice.

5. Monitoring a brand and its spokespeople

Has your brand launched a thought leadership campaign? Type your brand name(s) in the main criteria and add ANY as your additional criteria.

The query must find your brand’s name alongside at least one of these names.

6. Various alphabets

Are you looking for your CEO’s name in more than one alphabet? Use ANY to make sure the query finds all possible spellings in the media outlets you’re interested in.

Bonus tip: how to do news scans

If you don't have the right workflow, they can take hours from your day. News scans are daily, weekly, or monthly updates about your media monitoring results.

What a news scan should contain

What do your stakeholders and clients look for in a news scan? The gist. The story. The message behind your coverage.

Rarely does anybody have the time to browse through dozens of mentions every day. A nice, succinct summary of the sentiment and overall narrative is what they're looking for.

How to automate news scans

Writing those summaries by hand takes way too much time.

In Prowly, you can schedule recurring monitoring digests with AI summarizing one or more of your queries. Just create a search query, go to Email notifications and create a custom monitoring digest.

Prowly's AI generates an overall summary and key takeaways from the mention scan.

See how simple media monitoring can be

Now that you’re all caught up, you can start creating new media monitoring searches. Building queries doesn’t have to be as complicated and exhausting as Boolean. 

The post How to Create Effective Media Monitoring Queries (with Real-Life Examples) appeared first on Prowly.

Clients and stakeholders can't be impressed with that. So, chances are, you’ve already started embellishing your weekly media briefings with short coverage summaries. But doing this manually can take an hour or more.

Read this article to find out:

• How to get the gist from your monitoring results in 5 minutes
• How to refine daily and weekly newsletters with little effort
• How to make briefings more attractive for your boss or client (with examples!)

What should a media briefing email contain?

For quickly communicating your PR outcomes to the team, clients, or higher-ups, all you need is a coverage summary.

Automated monitoring digests with AI coverage summaries

Monitoring digests are notifications that collect all new media mentions from a given period in a single email to help you quickly browse through the updates.

In Prowly, though, this doesn’t mean just a newsletter listing random mentions one by one; Prowly’s digests include AI coverage summaries.

What is an AI coverage summary? It’s an automatically generated, succinct recap of key messages, overarching sentiment, and trending topics in your chosen monitoring searches.

You can add AI coverage summaries to your existing email notifications or create brand-new ones.

How to create monitoring digests

Prowly’s media monitoring covers online, social, print, and broadcast media.

All you have to do to set up your first-ever monitoring digest in Prowly is complete these two steps:

1. Set up media monitoring queries

The intuitive query builder lets you track brands, competitors, keywords, people, and backlinks. Narrowing down results in Prowly is simpler than composing incoherent Boolean strings—just use the ALL/ANY/NONE criteria.

Want to know more? Here's how to build advanced queries in Prowly.

Each of the queries you create can be used to set up a monitoring digest in Prowly.

2. Create a notification with tailored details

Just go step by step:

1. Select one or more of your queries for the digest to track
2. Create an internal email name for the team
3. Add the subject line that your recipients will see
4. Include AI coverage summaries
5. Pick recipients; they can be internal and/or external
6. Choose your notification frequency; it can be daily, weekly, monthly, or custom

Each step is an opportunity to tailor the email to your recipients’ needs. But to make sure they’re only receiving the meat and potatoes, you’ll want to add the right filters.

How to customize monitoring digests (+ examples)

At the bottom of the notification builder, the last step is to add your chosen filters to narrow down the mentions your digest will be analyzing.

Here are some examples of how to create digests tailored to specific PR situations you might’ve experienced before:

1. Other teams at your company need competitive insights

You monitor your competitors closely, but your colleagues from business departments (like Marketing, Sales, or Product) don’t have access to your PR tool. Monitoring the media narratives surrounding your competitors is especially valuable for them.

How can you keep these teams updated?

Create a daily, weekly, or monthly monitoring digest to external recipients.

1. Use the queries that track your competitors. You can add more than one query to a single digest.
2. Apply the Article keywords filter if you want to reduce your results to a particular product (for example, “yoga pants”)
3. To further narrow down the area of interest, you can add other filters, such as location, language, or domain category.

By being able to check competitive insights every morning, business departments will experience the amazing value that media monitoring brings.

Regardless of the language you’re monitoring, all AI summaries in Prowly are automatically written in English, so your team and clients can understand. No more wasting time on translation. 

2. The CEO wants to track a thought leadership campaign

You’ve pitched your CEO’s expert comments to various publications in the industry. You’re monitoring your boss’s name and quote keywords in all industry media, but the CEO is interested only in the most prominent online news sources.

How do you calibrate your digest to accommodate this requirement?

Add two filters:

1. Set Source to “News”
2. Set Domain authority to “more than 70” or “more than 80” (depending on what “prominent news sources” mean to you or your boss)

Your CEO is busy and doesn’t want weekly updates or notifications when there’s no new data available. Go to Delivery settings and set the notification frequency to any time you want. You can keep the bottom box “Send a digest even if there is no new data available” unchecked.

3. Product managers want to track recent launches

Your athleticwear brand has just launched a new collection of yoga pants. Product managers need to measure the success of this release.

All you need to do here is schedule a digest for your brand query with the right filter(s). In this case, you can:

1. Use queries tracking the product, or type the product name in the Article keywords filter (general, like “yoga pants” or particular, like “Eva pants”).
2. If the product manager wants to observe product reviews, set the Source filter to Instagram or other social media and add the keyword “review.”
3. Track top media (Source: News, Domain authority: 80+) to get insights about the general narrative.

To get real-time alerts anytime someone mentions your brand in the product context, set up monitoring alerts using the same filters.

4. Your clients need to monitor the industry

Your client is an automotive company. They'd appreciate a weekly intel digest summarizing top news about competitors, customers, and other industry-related info.

With Prowly monitoring digests, you can set up an industry newsletter in a few minutes:

1. Add all relevant queries connected to the industry (for example, “Automotive news”, or “Car manufacturing”).
2. Use the Article keywords filter to track particular trends or topics (such as “Automotive market”).
3. Add external recipients (your clients' email addresses)

PRO TIP: Want to test the digests before you send them out to clients or executives? Try the filters out in your mention browser and make sure Prowly is picking up the right mentions. You can also send yourself a few test digests.

So, how can monitoring digests help you?

Custom, AI-powered monitoring digests change the game when it comes to frequent PR updates. What are the benefits?

Time. 

Once you’ve set up well-calibrated digests, your work is done. The system creates summaries and sends emails for you; your team saves tens of hours monthly.

Want to save time on personalizing pitches? Read this pitch personalization playbook

Improving efficiency helps score points with execs at your company.

Crisis prevention. 

Automatic notifications with mention overview help detect early crisis signals so you can develop emergency strategies on time.

If you’re always the first to know about everything reputation-related, your role in the organization becomes strategic.

Proof of progress. 

Instead of manually writing summaries of what you’ve achieved, your boss can be on the same page just by looking at the AI coverage summaries.

Customization of monitoring digests in Prowly is super-easy, so each person within your company or any client can get just the information they need.

Cyclical summaries of your achievements help prove to non-PR folk that your work bears fruit. And, it’s easier to justify the media monitoring spending if the CEO, CFO, or Director of Marketing can see the value directly.

Added value. 

Your clients expect results, and receiving systematic, professional-looking updates will definitely give them reasons to trust your methods.

It shows you’re proactive—nothing can escape your attention if you’re always one step ahead. Once your clients bite into the updates, they can get involved in catching trends and useful insights themselves.

The cooperation becomes a well-oiled machine, and you get to be the strategic advisor.

Don’t forget: your clients have bosses they want to impress, too. Receiving monitoring digests with key media narratives and competitive intelligence helps them provide value within their company. That’s a bonus they’ll appreciate.

Less noise. 

Prowly gives you multiple ways to narrow down the results appearing in the digests. Filter out the mentions that don’t matter so your frequent updates don’t populate people’s inboxes with junk.

Even better, you can create notifications for multiple queries at once, so fewer notifications are needed.

Try media monitoring digests

Prowly monitoring digests will make your life easier. AI-generated coverage summaries save dozens of hours each month. Personalization options make your media briefings more targeted and impressive to your clients and stakeholders.

Go beyond inefficient tactics–automate mundane media briefings so you can spend time researching, pitching, and fostering strong media relationships.

The post A New Way to Make Media Briefings More Engaging (w/ Examples) appeared first on Prowly.

In B2B PR, you want to impact the decision-makers: executives, managers, C-suite… There’s no better feeling than proving to your stakeholders that your media placements shortened the sales cycle.

But breaking through is getting more and more difficult in the over-saturated market. To strategize better, learn the dos and don’ts of the quintessential trade media workflow:

• Task #1: Finding trade media contacts
• Task #2: Writing pitches to trade media
• Task #3: Maintaining the relationships

See how Prowly’s features live up to the challenge of hyper-targeting trade media.

Task #1: Finding trade media contacts

Sending generic pitches to segmented groups no longer cuts it. To actually get replies and build relationships, you need to hyper-target your Tier 1 journalists.

This means tracking down the perfect contacts for your story, researching them, and crafting individual pitches. But you can’t do that with hundreds or even dozens of recipients per campaign.

Do: Develop a screening system.

Narrow down your media lists. Here are the four steps to do this:

1. Take a broader look at the media landscape and your competitors. 

Use Media Monitoring to create queries and set up alerts for competitor mentions, industry keywords, or thought leaders. Observe their activities in various media channels.

Who are the leading voices in your niche? Which channels best reach your target audience? Prowly enables you to monitor print, social media, broadcast, and online outlets.

Get instant access to print-only publications and licensed sources hidden behind paywalls. Alongside general news and business publications, Prowly's monitoring scans thousands of trade, industry, and specialist sources. Track any subject, from healthcare to engineering to politics to sports.

To find expert comments and thought leadership opportunities, create a query for #journorequest or #bloggerrequest. Narrow it down with your industry keyword to get more laser-focused results.

Wondering if you’ve missed some outlets? Monitoring your competitors helps track down journalists, freelancers, and contributors who might’ve skipped your attention. Create queries and set up alerts to see what industry people say, benchmark your narrative against competitors, and develop a unique perspective.

💡 Learn how to create effective media monitoring queries using Prowly from this article based on real-life examples.

2. Filter the database to show only trade media outlets.

The old classics like searching by topic, region, or media type are not enough to trim your results to trade media only. That’s why we introduced the trade media filter in the Media Database.

Combined with detailed traffic data from Semrush, you can instantly zoom in on just the right outlets for your story.

3. Scour the database with your target audience in mind.

Finding the right contacts will be much easier once you understand who you’re trying to impact. 

For example, in Prowly, you can filter your results by the audience’s exact interests, income distribution, occupation, or even household size. This way you’re narrowing down the search using your target demographics.

This feature is especially useful for targeting B2B bloggers, whose traffic and audience data are usually shrouded in mystery.

4. Expand your search using keywords suggested by AI.

The phrase “Mental health” might not instantly identify journalists writing about stress management. However, in the “Keywords search” tab in Prowly’s Media Database, the AI Assistant generates custom keywords for you to search by, polish your results, and find new lanes to expand your research.

Don’t: Guess who to pitch.

Adding contacts to your list based on a gut feeling can cost you great coverage opportunities. There isn’t enough time to hyper-personalize pitches to mismatched Tier 1 journalists.

PRO TIP: To make your lists more precise, you can group journalists and outlets by industry sector, technology, market, or region.

Data-based PR is the new reality. Trade journalists are seen as trusted sources of industry news. To ‘wow’ them, you need in-depth info, such as their recent publications, main beats, and audience profiles. 

Use data to craft a story that’ll help their readers make better business decisions. Trade journalists can tell when you aren’t up-to-date with the latest market trends and numbers.

Task #2: Writing pitches to trade media

Trade media cycles are longer than for consumer outlets, so you should have the time to prepare hyper-targeted pitches. But do you have the right strategies and tools?

Do: Keep it simple and valuable.

B2B PR is all about building brand awareness and authority in the right trade publications.

Prowly’s Emails module offers a smart writing feature to help you immediately connect with trade journalists. These reporters appreciate comments from established experts and data from unbiased studies. In just a few seconds, the PR-trained AI drafts pitches such as:

• Expert comment suggestion
• Interview opportunity
• Sharing survey or research results
• Summary of your press release

A successful trade media pitch helps the journalist understand the bigger industry picture and your brand’s place in it. Use your product or service as an example of a trend or a solution to a problem.

PRO TIP: A great way to bring attention to your product is to get a review from a trade blogger or opinion leader. But make sure their audiences align with yours!

In other words, your pitch has to be useful. Unique POV doesn’t mean convoluted.

Don’t: Be simplistic and robotic.

Buzzwords, jargon, sales talk, data overload, and copy-pasted company descriptions are the fastest ways to kill your pitch. Trade reporters might be fact-oriented, but they’re still human.

1. When offering an expert for a comment or interview, show how one-of-a-kind they are. Describe their interesting business case and the value they can bring to the readers.
2. In a boilerplate, talk about the company’s unique business approach and give tangible proof. None of that “industry disruptor” fluff.

Being bold, contrarian, and funny is always better than being boring and stiff as a board. Novelty and surprise get the audience in their seats.

PRO TIP: You can brainstorm story angles with Prowly’s AI for press release creation. Just type in your key messages and watch the ideas unfold.

Task #3: Maintaining the relationships

Not all your messages to trade journalists have to be pitches. Reporters appreciate selfless help from time to time.

Once you become their trusted source, they might approach you for comments on various industry topics.

Do: Offer extra ideas and be proactive.

How can you be more helpful to a trade journalist?

If they’ve accepted your pitch, share additional content for publication like videos, graphs, and data visualization. If they’ve rejected it or haven’t replied, offer something else than your pitch. Maybe some expert insights on another topic?

PRO TIP: Prowly offers in-depth email analytics to track journalists’ engagement with each part of your pitch, including the attachments. Just use the Prowly inbox for your send-outs.

Remember that trade media is more deliberate than consumer outlets. Trade editors usually plan special issues and topics even a year in advance. To be more useful to them and stay timely and relevant, ask for their editorial calendar.

And, as a proactive PR professional, you can’t miss out on developing a LinkedIn presence. Networking skills always go a long way in B2B.

Don’t: Plug your brand all the time.

All reporters want their stories to be unbiased, but trade journalists care about it to a bigger extent. They want to establish themselves as experts in their niche.

Salesy pitches annoy both journalists and decision-makers and for a good reason. Stop tooting your own horn and start solving your target audience’s problems. For example:

• If you’re representing a SaaS company, offer an expert explaining a complex solution popular or new to the industry. 
• Working for green energy? Create a purpose-driven campaign aiming to impact public policies.
• Doing PR for finance services? Offer a recent study with trend forecasts.

PRO TIP: If you want to keep up with news and trends in your B2B niche, use Prowly’s Media Monitoring. Stay updated about your industry with daily, weekly, and monthly mention digests.

Closing thoughts

As a B2B PR pro, your audience isn’t the general crowd. Your job is to find journalists and outlets whose readers could be your potential buyers.

Your brand has to appeal to key decision-makers, and they know the industry. Building authority is more complicated than generating coverage and audience engagement.

But there are ways to create pitches that resonate with your target audience. Focus on solving their problems and your thought leadership might just shorten your brand’s sales cycle. If not, simply growing your Share of Voice among people with budgets is great enough!

The post How to Pitch Trade Media: The 3 Dos and Don’ts appeared first on Prowly.

Background

Surviving as a media outlet in today’s fast-paced, fragmented media world filled with newsertainment is easier said than done. Receiving irrelevant PR stories makes journalists’ lives even harder.

The expectations towards pitches are growing while traditional PR software is always a few steps behind. Good research is the key to a journalist’s heart, yet few PR pros have the time or proper tools to do it. 

The tactics from the olden days (“spray and pray”, press releases) are on their way out, while data-based, targeted pitches are taking over.

But, as new niche journalists and outlets pop up every day, finding the right recipients for pitches has become an uphill battle. Here’s how Sandra Torres has dealt with this problem.

Problem

Meet Sandra Torres, the Head of On Air, a bilingual (English and Spanish) broadcast group under the communications firm, Avoq. Over the years, she has seen a tremendous shift and blend of broadcast and digital media. On Air is a project that evolves alongside this new cultural reality. Sandra’s clients want to reach very specific audiences across traditional and new media.

As a pro with 15 years of experience, Sandra knows that hyper-targeting local and niche outlets is way more effective than:

• mass send-outs, because they annoy journalists and damage relations,
• pitching major but irrelevant news outlets, because it’s a waste of time, and
• badly-researched pitches, because they have low engagement rates.

But hyper-targeting and deeply researching niche outlets takes a lot of time and not many PR tools are of any help.

“We had been using other platforms to get contacts and figure out who we wanted to reach, but they were very general. A lot of [journalists] were not there anymore, and a lot of the outlets weren't even on air anymore,” says Sandra.

She wanted to find a new, effective way to create insightful, well-researched, and timely pitches. Her goal was to reach hyper-local and niche audiences for her clients.

Solution

The answer: an evolved media targeting workflow inside a single, advanced PR platform. Just follow Prowly’s simple 3-step process for better targeting accuracy:

“Just in the couple of months that we've been using Prowly, we've had huge success,” says Sandra.

Step 1. AI keyword research

Sandra and her team find a lot of their contacts through the keyword search functionality in Prowly’s Media Database. They type in any word or phrase in the browser and only get results containing these keywords.

What's the best way to use this feature? Here's Sandra’s tip for beginners in keyword search:

“Playing around with it is number one (...). Once I discovered it I spent probably two days just playing around. Start small, use one or two filters, and see how the results change.”

The team’s research flow got even more in-depth with AI keyword suggestions. As they type in generic keywords, Prowly’s AI generates related phrases, niches, or areas of the industry. The engine scans articles, tweets, and posts and automatically suggests keywords that are similar or connected to the topic in any way to make the search more thorough.

This way, Sandra and her team broaden their scope with new story angles, ideas, and niches.

“The AI keyword feature has definitely been the most helpful just to figure out what people are talking about and if they're talking about your story or the specific topic where your story would be relevant,” she says.

Sandra gets to discover new lanes without losing time on dead ends. She can sort and scan through all her results using the filters below the browser bar.

Step 2. Browse the latest publications

When she picks a journalist or an outlet she’s interested in, Sandra can check their latest articles and tweets. To make things easier, recent online activity, location, and main topics are shown right there, in every search result.

“It has been a game changer for us. We're able to target journalists who have recently talked about the topic. We follow up and usually get a response whether they need something extra or not,” says Sandra. 

Sandra doesn’t have to click away from Prowly to get an understanding of what the journalist or outlet is all about. At this stage of research, it’s a major time-saver.

“We've gotten so many ideas just by using Prowly’s research and data. We're blending in broadcast with digital and the tool has helped us a lot to widen our view of what media is and where we can go with it.”

Having seen or read a few pieces by a particular outlet or journalist, you can conduct an in-depth audience-focus analysis. Here’s the recipe:

• Pay close attention to storytelling patterns.
• Look at how they cover your competitors or your industry.
• Detect what format they use–is it features? Roundups? Editorials?
• Understand what angles they take to get the audience’s attention.

Step 3. Check audience stats

To find journalists or outlets that might be a match, Sandra asks: “Who are we trying to reach and why?” She prioritizes outlets whose audience profiles align with her client’s target demographics.

In Prowly, she can get this information instantly in two ways:

1. By clicking on “Details” under any search result and browsing through outlet details and audience insights. It’s where she can see a comprehensive overview of the outlet profile.
2. By searching in the “People” or “Media outlet” tab and using the “Audience insights” filter. This way all her results will be on point right away.

“Before [Prowly,] we were just pulling all broadcast local newsrooms and the top producers, but we couldn’t figure out who their audiences were. Now we can really zone into what our client wants and strategically reach out to the right audiences.”

Thanks to Prowly’s partnership with Semrush, the leading audience and traffic data provider, all insights are reliable and up-to-date.

This feature provides Sandra and her team with sought-after information such as:

• audience location, interests, age & gender, income, occupation, education level, and household size,
• domain visits, unique visitors, pages per visit, and time spent on the site.

These metrics help construct a data-backed PR strategy. But most of all, they are the key to knowing who you’re addressing.

“Understand your audience. This is what [Prowly] helps us do. Be very intentional about who you're reaching out to. That's how relationships grow and that's how your stories are credible.”

Each journalist and media hub has a specific mission and audience. Your success story only matters if it resonates with the viewers, their problems, and their interests.

Bonus Step: Organize everything in the CRM

Once you pick a journalist or outlet, you can add them to one or more media lists right away. Prowly’s CRM allows you to create numerous media lists per topic, angle, location, or any other category. 

For example, since On Air is a bilingual agency, the team can create media lists based on outlet location and language used. The list name can also reflect their current campaign or pitch focus.

“[Prowly] has helped us categorize every single story and every single sector and every audience that we're trying to reach.”

Targeted media lists help organize your campaigns. You can also easily sort contacts by existing media lists, contact information, location, email engagement, social media profiles, or even the time of being added to your directory.

To remember all the journalist information gathered during research, Prowly has a special feature called the Journalist Card. It’s a place to add notes and reminders, write contact descriptions, and log emails, calls, and meetings. What for?

• Tags let you differentiate Tier 1 contacts, label journalists, categorize outlets & more.
• Tags and notes can be used to filter through media lists faster. 
• Notes and reminders keep all your information in one place so you never leave important info out of your pitch.

All notes are available not only in the CRM but also while writing personalized emails in Prowly’s email writing module.

Pitch personalization is crucial for every successful campaign.

“We like to customize pitches based on reporter niche. For instance, if we're pitching a big report that covers health, a consumer, or politics, we would write up different targeted pitches for each of those journalists that match the type of content they typically cover,” says Sandra.

The post PR Playbook: How to Hyper-Target the Media and Get More Replies to Your Pitches appeared first on Prowly.

1. By how often you were too late to jump on an opportunity for coverage. 
2. By how many times you had to act on a PR crisis after it had already gained traction. 
3. By how often your boss or stakeholders are unconvinced by your PR results and share of voice metrics.

Scoring high for all three? Don’t feel bad. Building precise queries, detecting crises, and applying PR metrics to business decisions might be some of the trickiest PR tasks. 

Unless you know the smart ways to use media monitoring to its fullest potential. All you need are a few convenient media monitoring features.

Read on and find out:

• How to winnow down monitoring results using keyword filtering
• How to extract strategic insights from raw monitoring data
• How to refine queries to get just the right mentions

The challenge: Information overflow in media monitoring

Everything is happening too fast. 

Especially in the media, a new important headline comes up every second of every day. And, as a PR pro, your job is to track all mentions that matter to your brand and boil them down to crucial insights, like trending topics, customer sentiment, and competitive intelligence.

No wonder you might feel overwhelmed. Collecting mentions usually means receiving loads of spam, and filtering through all that to get to the gist leads to information overload. It can take precious hours away from you–hours that could be spent building great public relations.

And in monitoring the media, timing is essential. You need those strategic insights ASAP to create timely pitches, plan relevant and targeted campaigns, track your progress, and report successes to stakeholders.

How can you arrive at actionable data faster? How do you turn chaos into clarity?

The solution: Smart media monitoring features

Prowly’s query builder has long had the function to search for any keyword or backlink. You can narrow down or expand your results by adding more criteria, like location and filters.

That’s all great, but what if there are still too many matches to analyze?

Prowly now allows you to create keyword-focused dashboards, alerts, digests, and notifications. And if your original query is too broad, you can edit it and refine your search.

To understand how all this works, we've prepared the four step-by-step instructions below. Here's how you introduce more precision into your monitoring workflow and get an accurate media overview.

4 ways to get more strategic with media monitoring

Read the theoretical scenarios below and learn how to conduct coverage analysis, build strategic dashboards, create focused mention alerts, and refine queries.

Scenario 1. Keyword-specific coverage analysis

Say, you want to conduct a social media sentiment analysis for your new product launch.

Your brand is an athleticwear company called lululemon and you’ve launched sustainable clothing packaging. You want to know how the launch is being perceived in social media and find ways to tie it in with the current online trends. 

You’ve created a basic brand query, “lululemon”.

Who should you monitor? 

In this particular case, you might want to focus on:

• News and journalists: how does mainstream media talk about your brand?
• Content creators: how are they presenting your product?
• The online community: how do the customers engage with the launch?

Which keywords should you filter mentions by? 

Think of social media trends and forms of content, like the following:

• News and journalists: "drop", "launch", "new leggings", "limited edition", "mystery box"
• Content creators: "review", "trying on", "haul", "unboxing", "ASMR", "rating", "honest", "thoughts"
• The online community: "duet", "stitch", "trend", "challenge", "viral", "FYP", "community"

How do you filter mentions by keywords in Prowly?

Prowly’s Media Monitoring gives you the option to create a query focused on a keyword or backlink.

Each query you create has a separate page called Mention Browser, where you can see all results and filter through them by sentiment, location, post engagement, and more.

One of the most precise filters is Keywords. Here’s how you’d use this filter in your Lululemon project:

1. Go to the “Lululemon” query Mention Browser in Media Monitoring.
2. Among the filters on the left, choose “Source”.
3. Select X (Twitter), Facebook, Instagram, TikTok, and YouTube (available for Pro plan users only).
4. Next, choose the filter “Keywords”, type in the keyword, and press enter.
5. Your mention browser now only shows the mentions for this keyword.

What’s the strategic benefit?

Using keywords in the mention browser helps quickly evaluate the social media sentiment for your product launch. 

You could potentially find new ways and channels for promoting the brand, like the most engaging unboxing format, micro-influencers who organically mention lululemon’s sustainability, or a new customer community emerging on Instagram, who call themselves “the lulu crew”.

Equipped with these insights, you get a detailed understanding of how the launch has been going and what to do next.

Scenario 2. Building strategic dashboards

You and your stakeholders want to understand the media narrative about the activewear category and how lululemon's competitors are positioned in this narrative. You need visual help, so you’re building a strategic dashboard.

A Prowly dashboard consists of widgets with your chosen metrics. You decide whether you want them in the form of bar charts, columns, donut graphs, etc.

You can add as many widgets as you want to see the full picture.

How do you create a strategic dashboard in Prowly?

When considering your brand presence against competitors, you might be asking yourself the following questions:

• What are the top online media outlets covering this product category?
• Which messages and keywords are gaining traction?
• Where are the gaps in my competitors' storytelling? Which audiences are they failing to own? 

To analyze all this, it's best to create a query that monitors your product category and build a strategic dashboard. Here's how you do that:

1. Create a query for the name of your product category, “activewear”.
2. Name the dashboard for this query: “Mentions about activewear in US media”.
3. Add widgets with quality insights, like a "Top mentions" list sorted by authority score.
4. In the "Top mentions" widget, under “Filter results”, click “Article keywords”.
5. Type in the competitor's name, press enter, and save.

Your dashboard now shows a top mentions list for this competitor.

Here's what an example of a strategic dashboard looks like:

Which keywords should you filter widgets by?

Create as many widgets as you want, with any keywords that will help you understand your brand presence and the competitive landscape:

• What type of content is created about the product? Use “product review”, “recommend”, or “tried”
• How does product perception differ between countries? Pay attention to linguistic differences, e.g. "shorts" (US) or "briefs" (UK)
• Do people like the product varieties? For example, you can use product lines, like “yoga", "workout", or "hiking"

What’s the strategic benefit?

Visual aids are especially helpful in grasping elusive metrics like brand presence. 

Building dashboards with keyword-specific charts and graphs helps you find the current media narratives about your product category. You may also track down the media outlets and journalists who cover it, and start brainstorming story angles for them.

Found any specific customer frustrations or pain points? Address them in your press release or pitch. Found interesting insights about the activewear market? Share them with marketing or the business team. 

Strategic media monitoring dashboards are a great way to gain actionable insights for the entire brand. By showing actual metrics, you prove your work’s value for the company.

Scenario 3. Creating precise alerts

Let’s say you’re launching a new Nestle product. Your goal is to set up alerts for crisis prevention.

Which aspects should you consider?

For a commercial food company, potential brand safety issues include:

• Product safety signals
• Packaging/quality issues
• Cultural sensitivity
• Distribution problems
• Customer service

Which keywords should you filter alerts by?

Consider which keywords would be the most telling:

• Product safety signals: “allergy”, “sick”, “ingredients”, “contains”, “expired”
• Packaging/quality issues: “damaged”, “crushed”, “mold”, “sealed”, “half full”
• Cultural sensitivity: “offensive”, “inappropriate”, “not okay”, “yikes”, “problematic”
• Distribution problems: “shipping”, “overpriced”, “scalping”, “sold out”, “delayed”
• Customer service: “no response”, “ghosted”, “ignored”, “dm’d”, “refund”, “problem”

How do you filter alerts by keywords in Prowly?

1. Go to Media Monitoring projects in the app.
2. Go to “Email notifications,” click "Create email notification," and choose "Alert".
3. Choose the alert type and select one or more queries for the alert.
4. Set the internal and external notification name and make sure the AI analysis is on.
5. Add internal and/or external recipients and use the "Add filters" option to add keywords, sources, etc.

What’s the strategic benefit?

There are so many early warning signals you can catch onto before a small issue becomes a full-blown crisis. No more waiting around until negative press goes viral.

With ad hoc alerts and recurring digests for specific keywords, you can track and address your food brand’s issues like unclear allergen labeling, unauthorized sellers, a socially unacceptable design element, distribution problems, or quality control issues at a specific retail location. All ahead of time.

Scenario 4. Editing existing queries

Prowly’s query builder is the perfect tool for scrutinizing your media mentions. But anyone who’s ever created a monitoring query knows it needs revisions and refinements over time.

With the new edit function, you can now redo your existing queries and create a more focused search each time.

How do you edit media monitoring queries in Prowly?

Based on the example of your lululemon product launch:

1. Go to the “nestle” query in Media Monitoring projects.
2. Click on "Settings" and “Edit query” to make changes to your query.
3. Preview the new matches to make sure your edits are helpful.
4. If you’re sure, save the changes.

Important notice: you have to be absolutely certain your refinements are necessary. Editing your query means getting new results, and new results lower your monitoring limits, just like a new query would.

Best practices for query maintenance

To make sure editing your query is a good idea, check the preview in the query builder. If your matches are more precise than before, you’ve done a good job and you can save the new query. 

What do more precise matches mean? In the case of your lululemon search, this means results that only show news, posts, and reviews about the brand and its products, and not e.g. special promotions or reselling deals.

Remember to pay attention to your mention limits.

You can make changes to any part of the query, including type, filters, keywords, and sources. Keep in mind there are time limitations for the new results:

• Basic plan: 30 days
• Pro plan: 90 days for online mentions, 30 days for social media
• Enterprise plan: 1 year for online and print, 90 days for broadcast, 30 days for social media

What’s the strategic benefit?

Plain and simple–you get to change the monitoring search scope without losing your progress.

A lot can happen between setting up your first query and finishing up a campaign. Query editing gives you an option to revise your strategy.

Your Media Monitoring Health Check

So, what should your perfect media monitoring workflow look like? 

Here’s a handy 3-step action plan to examine and cure all your media monitoring problems:

The Media Monitoring Health Check will help you detect gaps and inefficiencies in your query-building, filtering, and alert-setting process. Use this workflow to build a structured, streamlined network of insights and avoid slowdowns in your next projects.

Closing thoughts

Monitoring the media doesn't have to be a painful, messy chore. The devil is in the workflow.

Smart queries and strategic dashboards transform media monitoring from a passive reporting tool into an active driver of business intelligence. There’s a universe of interesting metrics and insights in every search.

Information you find in media monitoring can help sales and product teams succeed. Tracking your brand trust, competitors, and market trends elevates your role from a PR pro to a strategic advisor.

The post No More Data Overload: 4 Ways to Gain Strategic Insights from Media Monitoring appeared first on Prowly.

This is a step-by-step guide with expert tips from Dawn Jones, Founder of Pressed Fresh Collective, on how to streamline and improve your email personalization process.

Background

The world of traditional media is shrinking but PR needs are growing. Journalists’ inboxes are flooded with press releases and story ideas. There’s no room for weak pitches.

What can catch a journalist’s eye? Proving that you’ve done your research. You know their audience and you know their beats. What’s NOT going to boost your reply rates? Generic, mass-sent emails.

But there isn’t always time to research and personalize well. Here’s how Dawn Jones dealt with this issue.

Problem

Dawn Jones is the Founder of Pressed Fresh Collective, a PR and brand-building agency working to help independent artists succeed. 

Before using Prowly’s personalization, their strategy was to remove the most valuable contacts from the mass send-out and email them separately.

“[Using the private inbox for personalization] added time to the workflow because there were certain editors or writers that we wanted to talk to specifically, but they couldn’t be part of the mass outreach,” says Dawn.

Figuring out the campaign while jumping between all the tools and tabs consumed time and effort that could have been spent on research.

As a result, there wasn’t enough time to be accurate and deliberate. Major coverage opportunities could be passing Dawn by. She wanted to find a way to build relationships better.

Solution

The answer: email personalization using an all-in-one PR platform. Dawn adopted an effective pitching workflow covered entirely by Prowly software:

1. Find, research, and create notes on the most relevant journalists for my topic
2. Create the default, cold email pitch and personalize only a few key sentences
3. Analyze campaign data, find the most engaged recipients, and follow up

“You could say Prowly cuts the personalization time in half,” says Dawn.

Step 1. Research and preparation

Dawn’s first step to any good outreach campaign is browsing all the systematically gathered info about potential recipients. In Prowly’s Media Database, she can find: 

• Journalist’s recent articles and online activity
• Exact topics covered
• Outlet’s demographic and audience data

Dawn adds notes and tags to each contact card so she always has the information she needs at hand. Since she works with musicians, her tagging system is based on musical genres.

Her other trick is using Prowly’s CRM to check whether she has already connected with the chosen journalists in the past. This might be worth mentioning in a personalized message.

Using the gathered info, she can sort and filter her existing contact base to create precise media lists, one per story angle, sector, or genre.

“When we're looking for publications or writers to add to a list for a client,” says Dawn, “it's really easy because we can just go in and click the genre tag and then scroll through those specific writers, figure out who would be the best fit.”

Step 2. Best practices for writing

Dawn begins by writing a default draft that’s structured as a cold email, relevant to all journalists in the contact list. 

Her team always makes sure their emails maintain a distinct personality. But, when writer's block hits, they can overcome it using AI–either for email content, subject lines, or preview text.

Polishing the draft can take time, but Prowly’s AI can help you change some parts quickly–make sentences shorter or longer and switch the tone.

When the default email is finished, Dawn can choose her recipients list and start personalizing single emails.

“Sometimes we personalize the majority, sometimes just a few emails,” she says. “It really depends on the list and who we're pitching.”

To refresh their memory, in the “Personalize” step, Dawn and her team can review notes, contact details, history, and recent articles of each chosen journalist.

This makes it easy to personalize her Tier 1 emails fast. The personalization step used to be the most time-consuming; thanks to using an all-in-one platform, not anymore.

In Dawn’s opinion, pitching is a bit like small talk–you’re supposed to weave in timely and relevant topics that spark a conversation.

“Referring to any kind of previous content or just things that are happening in the world and in society is always super helpful. It's all about bringing humanity into it in whatever way you can.”

In some messages, she mentions the journalist’s recent social media activities; in others, she references the journalist’s article and adds a link.

It can be also helpful to infuse each personalization with insights about the outlet’s audience, showing that this particular story would be a real treat for them. 

After all, journalists’ main focus is always on their readers.

“Using Prowly’s personalization not only sped up our workflow but helped us be a lot more intentional with our outreach.”

Step 3. Drawing conclusions

After each sendout, Dawn and her team check the campaign stats. They pay special attention to:

• Delivery rates, to make sure spam and other risk factors weren’t triggered
• Open rates, CTR, and viewing time, to see if the pitch has sparked an interest
• Most and least engaged recipients, to know who to re-engage

Dawn has found analytics extremely helpful in adjusting her strategy:

1. She noticed some contacts never show interest–so she should start searching for alternates.
2. Her press release got a lot of clicks, which means the pitch is on the right track.
3. Longer emails result in lower response rates, so her agency’s pitches should only be 5 to 10 sentences long.
4. One journalist clicked 240 times, which means they might be very interested and may need a follow-up with additional information.

“The data is giving us a bird's eye view of everything going on in our emails to understand what's landing and what's not.” 

The post PR Playbook: How to Personalize Emails Successfully at 2x Speed appeared first on Prowly.

That’s where Prowly’s email assistance comes into play—whenever you’re ready to start sending emails, it will guide you through the process by providing you with intelligent tips on what you should alter, and what you’re doing well in terms of send-outs.

This guide will walk you through best practices on how to enhance your email deliverability, which in turn will help you foster stronger relationships with journalists:

• Writing the email
• Choosing recipients
• Sending the email
• Remember about maintaining your email lists

Writing the email

#1 Keep the text-to-images ratio correct

I’m sure you can recall opening an email and getting huge images with words like “sale!” “50% off!”. But as you scroll down, you realize there’s barely a sentence or two of actual text. That, my friend, is a poorly balanced text-to-image ratio in emails and can land your email straight in the spam folder.

Emails are like conversations and need to be balanced. There’s a visual aspect and a textual one. To engage the recipient it’s important to not overdo images.

The standard recommendation is something called the 60/40 rule, which means your email should consist of 60% text and 40% images. When writing emails using Prowly, we’ll detect it for you automatically—no need to try and figure it out yourself.

#2 Avoid spam trigger words

While these change from time to time, you should avoid spam trigger words altogether.

The list is quite long, so Prowly helps you automatically conclude which words can be alarming and decrease your deliverability. 

Think of words such as “additional income”, “please read”, “confidential”, “important information”, “guaranteed” and so on. While popular spam trigger words like “free gift” or “100% free” are more obvious, spam filters are getting more sophisticated, including more common words as well.

#3 Remove too many attachments

Want to make journalists aware of an amazing, one-of-a-kind conference? You can’t send them the estimated attendees in one attachment, a pamphlet in another, and an entire presentation about it. It’s too much, considering it takes them a few seconds to determine if they’re interested or not. 

Next time you send an email, think of your recipient.

Will they click through it all? Is there information you can compile in one attachment? Is there a way to remove the attachment altogether and maybe embed it in the body of the email? Every little detail counts!

⛔️ And last but not least, coming from a technical standpoint, each attachment has a “weight”. The “heavier” the email, the more likely it will go to spam.

To avoid this, Prowly implements advanced mechanisms that will protect you from “weighty” attachments by turning them into links.

Choosing recipients

#4 Select the right number of recipients

You probably already know this, but it’s always worth re-stating—public relations emails are not marketing emails, and spamming recipients isn’t the way to go.

That’s why at Prowly, you’ll get a notification asking you to consider selecting fewer recipients if you go over 3000.

We don’t recommend this approach regardless, because personalizing your message is the best way to form long-lasting relationships with journalists you want to target.

Your best bet is to curate a targeted list of people you want to contact and send emails accordingly. Keep in mind that sending emails to too many people is counterproductive when it comes to reputation. Each person who doesn’t react to your email can lower your deliverability.

#5 Exclude risky contacts

Such contacts have email addresses with either low deliverability, or they’re low quality. While they might exist, they’re currently having technical issues that cause low engagement in their inboxes.

⛔️ They may further cause quality issues for your PR campaigns, since not excluding risky contacts can damage your reputation and affect deliverability in the future.

For example, if someone has sent an email to a contact from Prowly’s Media Database in the past seven days, and that email was hard bounced, we’re automatically qualifying it as a risky contact. 

#6 Exclude blacklisted contacts

Although you can add, remove, or add a tag to blacklisted contacts, Prowly excludes blacklisted contacts from your email list automatically. We do this to protect your reputation as a sender since they must have been marked as harmful or reported to you as spam before.

#7 Re-think recipients with low open rates

If you’re sending emails to certain people over and over again, and they’re not even opening them up, you can always think of more engaging subject lines or simply use the Media Database to find other contacts that are more likely to be interested in your message.

In addition, persistently emailing them can also harm your sender reputation, leading to lower deliverability rates as email providers might flag your messages as spam.

#8 Avoid contacts with low click rates

If you’ve continuously sent emails to contacts who don’t open your messages, chances are they’re disengaged enough that you won’t get a successful response from them. 

⛔️ Plus, if you think about it in an alternative way, they’re harming your overall PR metrics for those campaigns. Then, it becomes difficult for you to show progress and success when numbers are dragged down by recipients who aren’t interested.

#9 Exclude contacts with low-quality scoring

Similarly to risky contacts, these are said to be invalid or generally incorrect.

For example, they might have expired domains, be “one-time” emails, their DNS records are wrong, or have non-reputable email addresses. 

A lot of people might see it as just another technicality, but sending emails to contacts with low-quality scoring can have a significant negative impact on your email reputation. And once that’s tarnished, it will be difficult to pick it back up.

#10 Exclude contacts with hard bounces

A hard bounce signals a permanent issue that prevents email delivery to that particular recipient. Typically, email addresses that hard bounce happen because the email address doesn’t exist, or the contact’s email server has permanently blocked delivery.

As opposed to soft bounces (which aren’t THAT bad), hard bounces can be quite dangerous to your deliverability as a sender. Usually, spam filters view these as signals that there’s something wrong and ruin your email reputation.

#11 And review those who soft-bounced in the past

Soft bounces are not as bad as hard bounces, but they can still harm your reputation.

Check how many times an email has bounced, and consider cleaning them out from your mailing list. The key is to keep a healthy, up-to-date list. 

Some of the most common reasons email addresses may soft bounce include:
👉🏼 the recipient's mailbox being full,
👉🏼 incorrect mailbox configuration,
👉🏼 the server being down,
👉🏼 the message being too large,
👉🏼 temporary issues with the domain name,
👉🏼 failing DMARC,
👉🏼 spam filters, and so on.

#12 Make sure they’re GDPR compliant

It’s important to make sure whether or not your recipients are GDPR compliant. Well, what does that mean in simple words? An email address, just like a phone number or your physical address is personal, private data. We’re not allowed to use it in any way without specific consent from the owner.

✅ However, if the email address is public, then that’s fine.
⛔️ If it isn’t, we need the owner’s consent to email them.

Otherwise, if we contact them, and the user reports it as spam or explicitly doesn’t consent, it can do an immense amount of damage to our sender's reputation.

Sending the email

#13 Is your subject line the right length?

Too short, and you’ll lose out on conveying the right message. Too long, and the reader might not see the whole thing in their inbox.

What’s the perfect subject line length then?
The general rule is to keep the subject line text within 30 to 50 characters, or 4 to 7 words. 

While it’s important to make the message stand out by using the right hooks, you also should try to explain the content of your message as easily as you can using the subject line. Just in case you need a brainstorming buddy, Prowly’s AI will help you draft engaging, compelling subject lines based on the content of your message.

#14 Have you included preview text?

Ignoring preview text in emails? Not the greatest idea. Think of it this way–it’s valuable real estate space. It can boost your email’s open rates significantly by engaging recipients and catching their eye. Without it, journalists will only see a default snippet from your message’s start, which isn’t really giving them a lot of detail.

Crafting your preview text lets you control the message, aligning it with your tone and purpose. That’s how you can further entice your audience and draw journalists to click on your email. In case you’re in a creative block and can’t come up with something interesting, you can use Prowly to generate it with AI.

#15 Is your sender's email address verified?

Verifying your sender's email address makes sure your emails are seen as real, helping them avoid the spam folder. It also stops others from using your email address without permission and builds trust with your readers by keeping unwanted emails away.

Doing so will help you maintain optimal email delivery rates, and protect your reputation as a sender. Think of it as a way to verify your identity, so that no one else can be pretending to be you (or your email address, in this case).

#16 Is your domain authenticated?

So many technicalities, that it can get overwhelming—we get it. However, domain authentication is one of the most critical steps in sending successful pitches.

In simple words, it involves verifying your domain to prove that your emails are genuinely from you. It helps to protect against phishing attacks and spoofing, ensuring that your emails reach your chosen recipients without being marked as spam.

Starting in February 2024, all of Prowly’s users are required to authenticate their domains in order to send emails from the platform. This requirement stems from Google’s and Yahoo’s policy changes, which had a great impact on sending emails in general.

#17 Have you personalized your email?

Personalizing an email is crucial for effective communication and engagement. By tailoring content to the recipient's interests, preferences, and past interactions, you foster a stronger connection and increase the likelihood of your message being read and acted upon. 

Specific personalization features at Prowly enhance the recipient's experience by making the email relevant and meaningful, which can lead to higher open rates, click-through rates, and conversion rates. Plus, it demonstrates that you value the recipient as an individual, not just another contact in your database. 

Implementing elements such as using the recipient's name and referencing specific details, can significantly boost the effectiveness of your email campaigns. 

Last thing! Remember about maintaining your email lists

In order to get high engagement rates for your campaigns and reduce bounce rates, it’s important to maintain a clean email list. 

What does that mean? Basically, it’s a routine task, where you periodically remove inactive subscribes, verify email addresses and simply check how “healthy” your recipients are in terms of their email addresses. At Prowly, it’s super easy to do this - just go to Contacts and click on the Email engagement filter.

“Regularly clean email lists by removing inactive or bouncing email addresses. High bounce rates and sending to dead mailboxes can negatively impact the sender's reputation, lowering future chances of landing in the “primary” inbox instead of the spam, promotional, or social tabs. The lower the reputation, the more likely the message will bounce.
The biggest impact on reputation is caused by:
👉🏼 Contacts who don’t open your emails;
👉🏼 Sending emails to contacts that bounce (especially non-existent mailboxes);
👉🏼 Sending emails to spam traps (email addresses that were deserted and are now used by email services to hunt spammers).”

Michał Borowiecki, Support Engineer at Prowly

Don’t forget that by consistently updating your list and managing it with due diligence, you can better target your audience and improve your chances of achieving satisfying results in your PR campaigns.

The post 17 Sender Reputation Tips for Writing Emails in PR appeared first on Prowly.

You know you spend a lot of time on it, but it’s never enough. New outlets? Sure. Twenty-seven new headlines in the past fifteen minutes? Normal. And now that tweets (or X’s – I’m not sure here, and I don’t think anyone really is) aren’t as popular, you’re scanning the darkest corners of the internet in search of the perfect media contact.

With an influx of information, it feels like you’re spending more time on research and barely have any time to write. Given the current state of PR, that’s understandable. So, instead of pushing the old agenda, we thought of new ways for you to find the contacts you need and build relationships that will give you the coverage your boss wants.

Prowly has partnered with Semrush to provide you with important data about online media outlets that you can’t find in any other PR tools. Since the line between marketing and public relations is becoming more blurred than ever, this partnership was a natural progression.

Additionally, there’s a second exciting update—AI keyword search in articles, where you can find more ideal words to find the journalists who are currently writing about your topic.

Target journalists using Audience Analytics

Whenever you launch a new product, you’d probably search the database through topics and countries, then look for data about their popularity and whether they’re a fit. However, to get the necessary information, you need to scroll through several topics and then compile your own list.

Creating a new media list involves much more than just compiling a list of email addresses. It begins with identifying which outlets are relevant to your client’s industry and audience. Then, you need to determine which ones are your top media choice, and which ones should receive extra attention.

For example, is your need to appear in Tier 1 media driven by the CEO’s desire to be featured in Business Insider? Or is it based on the actual impact these outlets have on brand awareness among potential clients? Keep in mind that balancing these considerations is key to crafting an effective media strategy.

That approach not only requires a lot of effort but also takes up a lot of time. It’s not a bad one per se, but it has its downsides, such as lost coverage opportunities if relevant outlets remain undiscovered. And let’s face it—without proper tools, it’s nearly impossible to conduct great market research.

You can, however, approach it differently with Prowly’s audience analytics. You look for a target group by setting up a filter to find those who match the potential customer profile or set up traffic metrics as a filter, so you can identify the most popular outlets that will increase your brand visibility as a result.

Sample use case #1: New cookbook launch

Imagine: your client is coming out with a new cookbook about quick, healthy meals. Therefore, you want to find blogs that cover stories related to food and are particularly popular among women aged 25-44 from the USA.

To do so, go to the Media outlets tab and use relevant filters. Then, sort the results according to the influence score (which also includes the number of social media followers the outlet has) so that your results are arranged from most popular to least.

Sample use case #2: New clothing brand for men

Similarly to the above use case, you can search through the database for specific online outlets. Let’s say your client is launching in Europe a clothing line for men and knows those who will be most interested are over 35.
To find outlets that match these requirements, go to the Media outlets tab and use the region, topic, age, and sex filter.

Using AI to search for journalists (the smart way)

Let’s say you work at an agency, and you have a client who is selling smartwatches in the US. Naturally, you’d probably check out some journalists who write about technology. While that approach might be effective in some cases, it won’t work for detailed announcements. It’s like only seeing the tip of the iceberg, while the most relevant contacts remain under the radar.

The alternative? Go to the “Keyword search” tab and type in a keyword. In this example, start with “smartwatch.” You’ll instantly get AI suggestions for related keywords that might add a twist to your pitch or simply be relevant to the angle of your story.

Then, you can narrow down your search by checking articles, tweets, or both. You can further filter your results by looking at contacts who posted about this topic within a particular time frame or people who are only in a certain market (in this case, the USA).

As a cherry on top, you can see how often a particular journalist uses that keyword in their articles. You never know, maybe you’ve found a group of people who only write about smartwatches.

Refine your approach for better success

Creating and expanding media lists is an overwhelming task on its own, but there’s always room for improvement in terms of results and workflow. With the new technology available, you can now make it easier to find journalists and build relationships with highly targeted contacts. Think of it this way—you don’t need to change what you’re doing completely, just make small updates that bloom into huge differences.

The post Dig Deeper Using Audience Analytics and AI Keyword Search appeared first on Prowly.

What we do know for sure is that PRs use AVE because their clients ask to see it. But we’ll point out that more accurate metrics can be used for your PR measurements.

We’ll even dive a little deeper and answer:

• ’What does AVE mean today?’
• ‘What is AVE in PR?’
• 'Is ad value equivalency the best way to measure a PR mention’s worth?’

What is Advertising Value Equivalency (AVE)?

Let’s first define AVE.

Advertising Value Equivalency (AVE) is a simple calculation that estimates the value of a PR mention by comparing it to the cost of a comparable advertisement.

For example, if your PR campaign resulted in a quarter-page article in a printed magazine, you would value the PR mention as the same cost of that ad space.

But here is the problem: the dated AVE PR metric no longer works for modern PR. The PR industry developed it as a measurement tool in the 1940s(!) and no longer fully reflects today’s digital landscape. 

PR Trends 2025

Get our ultimate guide to what’s next in PR with expert-backed tips

Despite this, it can still provide a very general “back of the napkin” calculation to start valuing your press mentions, so let’s look at how you create an AVE.

How to calculate AVE?

So, how is advertising value equivalency (AVE) calculated?

In its most simple calculation, it’s article size x ad rate. You can see where this AVE concept emerged: from traditional newspaper advertising!
The AVE definition originally meant an article’s value was its size (a column inch of coverage) x the ad rate (the media outlet’s rate per inch).

To illustrate: a 15-inch column x $100 per inch ad rate = $1500 AVE.

Over time, however, PRs adjusted this basic advertising value equivalency formula because we all know a news article holds more weight than paid advertisement.

Think about it: a news article is written by a third party, showing more credibility than an ad message written by the company.

With this in mind, PR pros began multiplying the AVE value by 2x-12x based on their estimates of how much more value should be included. They also added factors to account for a total reach calculation. In their hunt for the true meaning of AVE, they diluted the formula into hypotheticals.

Today, there is no need to calculate this manually. Keep it simple and let Prowly calculate your best PR metrics - as shown in the exemplary report above.

Advertising Value Equivalency Calculator in PR tools

As you can see, it’s one thing to know the definition of AVE and another to successfully use advertising value equivalency to give your clients an accurate PR value metric.

But here’s the good news: PR media monitoring tools will calculate your AVE. They are even more successful in calculating reach, audience, and sentiment.

Let’s look at the example of how you can do it in Prowly:

1. Add press mentions directly into a client report without copying and pasting links (thanks to the integration of software's PR reports and media monitoring tools). 🔗
2. You, your team, and the clients can then automatically view the coverage in one place with all the screenshots and statistics, like domain rank, sentiment, and AVE.

You can find both AVE and its alternatives in Prowly.

If you want to start measuring meaningful PR metrics right away, here's a complete Media Mentions guide and a 7-day free trial from Prowly.

Why AVE doesn’t work for modern PR

Clients have asked PR pros to show the value of earned media from the onset of the industry.  So, calculating earned media value was an early issue that had to be tackled.

What did PR pros do?

They borrowed metrics from the advertising industry and then felt pressure to use them for decades because they were competing against big numbers from the sales and marketing teams. 

This means that, quite frankly, the AVE measurement is a true relic of the past.

Is AVE an accurate metric?

Not really.

📛 It bases the value of a well-executed public relations campaign against a benchmark outside of its power: advertising costs.

Many PR agencies have turned away from AVE altogether. In 2017, for example, many PR organizations, including AMEC and CIPR, banned using AVE as a valid metric. But many other agencies still haven’t found a good replacement, though.

Our recent AI and tech report found that AVE still lingers in many PR reports, although there are signs that advanced tech is beginning to take the lead. Only 20.6% of the surveyed chose AVE as one of the metrics to consider when
measuring the success of a PR campaign.

One other ad equivalency value measurement that has gained a lot of traction in the meantime (and is also a so-called "vanity metric") is Unique Visitors Per Month (UVPM). This has come into play as most press mentions now take place online.

Five reasons to stop using AVE in 2025

Metrics like AVE can look big and impressive but are not meaningful for assessing a PR strategy. Here are 5 ways AVE is no longer “measuring up” for PR.

#1 AVE underestimates the real value

As we mentioned, it doesn’t show the credibility of an article written by a journalist. A new article is more respected than a paid advertisement and is much more likely to be read and thoughtfully considered.

#2 AVE lacks standardization

Every PR platform generates the AVE formula slightly differently. This makes the measurement difficult to rely on.

#3 AVE fails to provide qualitative data

AVE says nothing about the quality of the mention and doesn’t accurately measure if a brand reached its target audience, engaged the article’s readers, or delivered key messages.

#4 AVE doesn’t provide sentiment

AVE may seem impressive until the sentiment is checked. That’s because a brewing PR crisis can generate a spike in mentions and (or better than) a positive piece of news coverage.

#5 AVE sets unreachable goals for PR pros

Media outlets may fluctuate their ad rates based on market factors and declining subscriptions, and these declining ad space rates unnaturally reduce PR value.

You can track AVE and its alternatives in Prowly's Media Monitoring, which is seamlessly connected to the PR Reports tool to make your campaign evaluation quicker.

Why is AVE still used in Public Relations?

Most likely, because AVE remains a simple way to calculate the estimated value for an ad, and with clients insisting on reported value, PRs may find themselves relying on AVE more than they’d like to.

Do any of these reasons sound familiar?

• The C-suite understands advertising better than PR, so they like to see advertising metrics in reported value.
• Clients telling you they need some sort of number to show their boss so they can continue funding their PR efforts.
• Almost always, the AVE number is a lot bigger than the cost of a campaign, meaning it’s an easy way to justify a PR investment and impress a client.
• "It’s just easier to calculate AVE and be done with it!"

What are the alternatives to AVE? Meaningful PR metrics

If AVE has no clear successor, you must be left wondering about the alternatives.

In general, shooting for metrics showing quality over quantity is recommended. The numbers may not be as big, but they will be more meaningful.

How to find the best metrics for your campaign?

Start with these 3 questions:

1. Are you published in a media outlet where your target audience is present?
2. Are you improving your brand visibility through this press mention?
3. Are you improving your SEO through this press mention?

Then, drill down into the following PR metric alternatives.

💡 Be where your target audience is: Media tiers

Track the number of media tiers you have captured. Each media tier has value based on reach and reputation. A mix of media tiers is common and demonstrates you reached a wide range of audiences.

💡 Be where your target group is: Top mentions

Look at your top mentions and drill down into sentiment. Was it positive? Did the media mention accurately deliver your campaign’s key messages?

💡 Improve your brand visibility: Share of Voice (SOV)

Use media monitoring tools to measure Share of Voice and show how your brand is performing against your competitors. Prowly’s automated PR software is one place where you can gather this valuable information.

💡 Measure the emotional impact: Sentiment analysis

Many PRs are beginning to rely more and more on sentiment analysis, as it addresses the qualitative value of press mentions. You wouldn’t value a negative press mention the same way you would a positive one!

Again, this is where a media monitoring tool will get you the best information.

These tools use algorithms and machine learning to extract sentiment analysis from your mentions. In Prowly’s tool, sentiment is then grouped into easy-to-follow types.

Pro tip: With Prowly, you can personalize your data visualization. You can export the data to Excel (.XLSX) or Numbers (.CSV) or copy it to a PR report to easily share your outcomes with your clients.

💡 Improve SEO in PR: Check domain authority

Domain authority is a machine-learning-based score of the press mention domain. It’s measured on a scale from 0 to 100; the higher the score, the stronger the domain authority. The score (calculated by Semrush) reflects a web page's overall quality and SEO performance.

💡 Improve SEO in PR: Track backlinks

One of the best outcomes of a media mention is the backlinks it produces. This valuable PR measurement should not be overlooked, especially when accounting for the time most people now spend online. 

Use a PR software tool like Prowly to track backlinks to get credit for this benefit. For your convenience, they are counted automatically and displayed on the project's main media monitoring dashboard.

Prowly can measure AVE and other metrics for you automatically, so you can focus on other important tasks.

How to measure your PR impact on business and target groups

→ How does PR impact business?

This is never an easy measurement to calculate, but you can make strong assessments by looking at all of the metrics we’ve mentioned here, plus website metrics from Google Analytics and supporting sales referral data from CRMs.

• Create a timeline that illustrates the correlation between your PR campaign and business results, typically using a line chart to present the outcomes of your campaigns against a timeline of business data.
• Show how KPIs like website traffic, brand keyword search, leads, webinar signups, and app downloads changed over time.

→ How do you impact your target audience?

This requires a little extra effort but is a worthy exercise: pick the top five tier 1 press mentions and create a custom metric that will help you assign value to how well you believe the article communicated your key messages to your target audience.

Conclusions

AVE is undoubtedly dated and should be used sparingly to focus on more reliable qualitative measurements that now exist.

That being said, we know many of you will continue to be asked to provide AVEs for your clients, so you can count on PR tools like Prowly to make that an easy measurement to get your hands on.

Start a free 7-day trial with Prowly and look more closely at your PR metrics.

The post What is Advertising Value Equivalency in PR? (+ AVE Alternatives) appeared first on Prowly.

What is a media monitoring report?

A Media monitoring report is a document that analyzes coverage received from a particular campaign, topic, company, or event across different media platforms.

It should provide insights about the reach and importance of the media coverage, as well as relevant data. In a nutshell, a media report is meant to evaluate the effectiveness of your communications and public relations strategy.

The process doesn't just stop at data collection though. The biggest pain point of all comes when you have to translate all this data into insights that make sense. How can you show the value of your PR activities to clients and stakeholders in a way they can understand?

In this blog post, we'll guide you through the process of creating captivating, efficient, and useful media reporting documents. Collecting data and insights doesn't have to be burdensome, and with the right PR tool, it can become just another task you need to do at the end of every campaign or quarter.

Why do you need a media report?

Simply put - to demonstrate the value and impact of your work to your supervisor, client, or stakeholders. Numbers and concrete data displayed in a media report offer tangible evidence of the effectiveness of the media strategies you have implemented. Therefore, they're the best way to prove that what you've been doing works.

By analyzing media coverage, market trends, public sentiment, and other industry-relevant metrics, you can provide insights that support the strategic decision-making process and justify budgets. Plus, media reporting helps to make informed and data-based adjustments, making sure objectives are met efficiently and effectively.

💡 Tip: Want to dive deeper into the PR metrics that matter? Check out this article to learn what to measure and why—complete with examples!

Here are some examples of popular media reports:

1. PR campaign report

Here, you'd naturally provide details of outreach efforts, the number of people you've emailed, email analytics, the media coverage you've scored with relevant links, their reach, audience engagement, sentiment, and more.

It's sort of a media reporting document, so you're summarizing all the mentions you've received in a given period of time.

Such a media report helps clients and stakeholders quantify your work, and see a direct correlation between public relations activities and outcomes, for example, brand awareness, improved public perception, market position, and so on.

2. Competitor analysis report

In a media monitoring report focused on competitors, you should investigate their strategies through metrics from their media presence, PR tactics, successes, failures, and most of all - social media engagement.

Depending on where your audience hangs out, you might want to do a separate social media monitoring report to ensure the information you're giving is clear and easily consumable.

Media monitoring analysis reports focused on your rivals provide invaluable information to clients and stakeholders on why your strategy involves certain tactics.

For example, even though your target audience frequents Instagram more than Facebook, you've maybe planned to conquer that channel as well because no one else is out there. Or, maybe your competitor is viewed positively on Instagram by curating their comment section as much as they can, but the community whispers negative feedback on Reddit.

3. Crisis management report

A crisis media report should be based on facts and evidence, not opinions or speculation. It should provide accurate and up-to-date information about the event itself, its impact on the media landscape, and what has been done about it.

Whoever you're bringing this report to wants to know the exact numbers, read some of the comments made, and skim through bylines.

Then, make sure that you're including a summary of what has happened, including gaps, errors, and things that could be done better next time, such as ideas on reactive crisis management strategies. By being transparent and bringing everything to light, you're committing to credibility and accountability with your clients and stakeholders.

4. Other media monitoring analysis reports

The reason for a media report depends on what you've been doing.

You can use it to showcase the company's corporate social responsibility initiatives and its impact on the community, show how a recent win during industry award ceremonies has shaped the public discourse, or even report on audience sentiment when announcing a new executive or a key team member who has recently joined a campaign or the company. Media monitoring report examples are absolutely limitless in that sense.

What data should be included in your media report?

A data-filled media report is crucial in providing valuable insights into the reach and impact of your work. To make the most out of these reports, you need to know what data should be included in them.

From general metrics such as article reach, to more in-depth analysis such as SoV between you and your competitor, all the information must be there in a way where it will make an impact on the reader.

Media coverage report

Who mentioned you in the press? Did you make sure to pick up all the mentions, even from journalists who you've reached out to, but never heard back from?

The wider your reach, the more you will "wow" your client. Include information such as:

• Estimated reach
• Impressions
• Mentions from target outlets
• General sentiment
• Outlet's domain reach
• and more

Ideally, you'd want to show this information in a digestible form. If you write it all out, but it will be unreadable to your boss, they will not easily understand what these numbers might mean. You might want to look at a media monitoring report sample to see what works best for certain metrics.

When you go to the Media Monitoring module in Prowly, you’ll see fully customized dashboards with all the data, and recommended graph formats for each metric, so that your data is shown in the best way possible.

Social media report

We know that social media make the world go round by now. It's nearly impossible to be a brand, and not generate any kind of social media buzz, whether it's huge or just an industry whisper. If you're not creating social media report summaries by now, then you might want to catch up so you don't get run over by your competitors.

The most important thing is to collect valuable information about your top-performing posts, people who have been an active part of the community, journalists who have had an interest in your brand because of the social media buzz, and so on.

One of the ways to do this is to create queries with keywords you're interested in. Let's say you want to create a media report on your latest new product launch. In addition to jotting down the outlets that have mentioned you, you want to see if socials brought in anything as well.

You can measure sentiment in each social media channel, and compare how many mentions you've received in let's say, LinkedIn vs. Instagram. That way, moving forward, you'd be able to assess whether your current strategy is working.

In addition, you can also report on a particular hashtag you've used for a campaign. Or track engagement around posts with a certain keyword, person, or brand, and report back on who got the biggest number of comments or social shares.

💡 Learn how to create effective media monitoring queries from this article based on real-life examples.

Discussion forums

Just like social media, discussion forums such as Reddit are powerful in terms of recognizing what your audience is really interested in. Were they excited about your recent partnership with a charity, or did they see it as a performative action on your end? Maybe your brand has been scolded by a popular influencer with hundreds of thousands of followers, but the Reddit community doesn't follow it and is actually there to defend you.

If you're not searching through discussion forums to then later include information in media reports, you might be missing out on lots of information that can potentially help you mitigate a brewing crisis, or help you adjust your strategy in the future.

How to organize data in media reports?

In this section, we'll deep dive into organizing data in your media reports. To be quite honest, it's a pretty big deal and requires an eye for detail. The better you place the information you want to show here, the better your boss will understand the impact you've made.

A brief summary

Think of this part of your media report as the cornerstone for what will come next. It's also a lifesaver for busy clients and stakeholders, who don't really have all the time in the world to go through every single page and clipping, but still want to get the gist of it all.

Here, you want to aim to spotlight all the juicy bits of the report, such as how many articles got published, where they got featured (socials, magazines, etc.), the number of social shares, and estimated reach. Plus, don't forget to throw in any big wins you'd love them to notice right off the bat.

A lot of PR specialists wrap up their media report summary by highlighting their key achievements. However, that might be a missed opportunity, since your boss will also probably want to see what you make out of this analysis, and what steps you'd like to take next. So go ahead, and show them what you've got up your sleeve in the future.

Although a media report summary is at the forefront of all media reports, you'll probably write it last. That's totally common since it's better to write the meaty parts first and note down any things you'd like to display first.

Coverage page

Here comes the secret sauce to any media report - a coverage page with all the clippings. Make sure to keep your top-notch media coverage separately, so that it doesn't get lost between the less important mentions.

With every single clipping, provide the reader with information such as publication date, a working web link, the monthly estimated reach for the outlet, and estimated views the mention has received.

For bonus points, include backlinks to your client's website in all of your media reports. While it's rare that a journalist would do this, there might be additional coverage from other less-desired media that did, indeed, link to your page.

Also - don't forget about social shares. If the article gets shared on social media, it's a win-win situation, giving you more traffic, credibility, and a better reputation for your clients.

Metrics page

In some cases, media reports will only include coverage, and that’s all. However, a data-driven approach yields much better results, especially if you show more than just links to articles. With Prowly, it’s easy to get those metrics automatically and prove the value of your PR work without hassle.

It's worth noting here that while AVE is commonly used as a metric, it's not fully credible. However, because there is a lack of alternative metrics that are similar in nature, it's still widely used.

Generally, possibilities for showing a metrics page are limitless and depend on your campaign. For example, you can use comparison graphs, to show a side-by-side visual about the performance of the current campaign and the previous one based on their Share of Voice, or any other metric you want to use.

Here, you will want to include the number of online pieces of coverage, the number of social shares, estimated views, average sentiment, domain authority, and more.

Email performance page

What's worth including is also how your outreach has performed. An email performance media report sample provides crucial insights about the impact and effectiveness of your overall story and email message. Key metrics such as open rates and click rates are integral to understanding how well your audience is engaging with your content.

Open rates can reveal how compelling your subject lines are, and click rates indicate how effective your story and CTA's may be. Comparing this outreach to previous ones allows you to gauge progress, identify trends, and make data-driven decisions for future strategies.

By leveraging these insights, you can continuously optimize your email campaigns for better engagement and results, as well as show your clients and stakeholders the hard work you've done that allowed you to achieve the publications you wanted.

When can you use a media report?

There are so many different media monitoring reports you can use. From showing a straightforward coverage report on your latest campaign to sharing important updates regarding a particular topic.

Let's say your company has hosted a public event, and you're looking to summarize its results in terms of media reporting. Not only that but maybe you've finally secured an answer from a journalist you've been running after for months thanks to that particular event.

Or, you can also report on media buzz caused by the client's involvement in a charity, which shows social responsibility and their commitment to causes the community cares about. In turn, their sentiment could have turned from neutral to overwhelmingly positive.

No matter the occasion, a stellar media report can really take your career to new heights if it catches the eye of your boss.

How to prepare a media report with Prowly?

Media reporting at Prowly is easy, intuitive, and as automated as possible. That way, you can speed up your workflow and show off the impact you've had on the brand.

Start off by creating a new report

Simply go to the PR Reports module, and create a new report. There can only be one "Home page" where you would display your most important information, but there's an option to create as many pages as you need within the report itself.

Add a coverage page

Here, you can add clippings from URLs where you can manually copy and paste links from online articles or social media posts, as well as import them directly from Excel or Google Sheets. You can also add highlighted mentions automatically from Prowly's Media Monitoring, or upload offline coverage such as an important feature in a local newspaper.

What you can do to improve your media reporting game, is include an additional coverage page for the most successful mentions. That way, they won't get lost in the mix and the reader will be able to spot them without searching through the entire report.

Last, add a page with metrics

Numbers over everything, right? In this section of your coverage report, you can add concrete metrics to the mix. From the number of online pieces of coverage to estimated views, average sentiment, total AVE, or even the total number of backlinks.

Keep in mind that using metrics effectively can be the best way to show the impact you've made. That's why with Prowly, you can show your data visually using different types of charts, including bar, column, donut, or line charts. Additionally, you can add your own metrics in the form of widgets, such as the number of downloads for a survey, the number of press conference attendees and so on.

Don't forget to add an email performance page as well, where you'll get the number of emails you've sent, open rates, click rates, and other equally important email engagement and outreach metrics.

Conclusion

To wrap up, a good media report is like a secret weapon to any seasoned PR pro. It shows the results of your hard work and gives the reader insights into media coverage, what people are saying, and milestones you may have achieved.

These, in turn, can help you make smart decisions, justify budgets, and tweak your plans here and there to hit your goals more efficiently. Media reports can be tailored to fit any need, and with the right PR tool, creating one doesn't need to be the task you're dreading.

The post How to Create a Comprehensive Media Report? appeared first on Prowly.