Prowly PR: Boost Visibility for Nonprofits & SMBs

For mission-driven small businesses and non-profits, consistent pr & visibility is a resource for helping amplify your message and connect with your audience. But how do you cut through the noise and make a real impact? Can a single, strategic tool truly transform your marketing efforts and boost your online visibility?

Step 1: Setting Up Your Prowly Account

1.1. Creating Your Profile

First, head over to Prowly and sign up for an account. You’ll need to choose a plan that fits your needs. For most small non-profits, the “Essential” plan is a good starting point. Once you’ve created your account, fill out your profile completely. This includes your name, organization, and a brief bio. Trust me, a complete profile builds credibility when you reach out to journalists.

1.2. Connecting Your Social Media Accounts

Next, connect your social media accounts. In the “Settings” menu, navigate to “Integrations” and link your organization’s Meta, LinkedIn, and X profiles. This allows Prowly to track social shares of your press releases and media mentions, providing a more holistic view of your campaign’s performance.

Pro Tip: Don’t skip the profile photo! A professional headshot (or your organization’s logo) makes a huge difference in how you’re perceived.

Step 2: Building Your Targeted Media List

2.1. Using Prowly’s Media Database

This is where Prowly shines. Forget manually compiling media lists. Prowly has a massive database of journalists and media outlets. In the main menu, click “Media Database”. You’ll see a search bar and a variety of filters. Start by entering keywords related to your organization’s mission and the topics you cover. For example, if you’re a food bank in Atlanta, try “food insecurity Atlanta,” “hunger relief Georgia,” and “non-profit food assistance.”

2.2. Refining Your Search with Filters

Next, use the filters to narrow down your search. You can filter by:

1. Location: Select “Georgia” and then drill down to “Atlanta Metropolitan Area”.
2. Job Title: Target specific roles like “Reporter,” “Editor,” “Blogger,” and “Producer.”
3. Outlet Type: Choose from options like “Newspaper,” “Magazine,” “Online News Site,” and “TV Station.”
4. Topics: Select relevant topics from Prowly’s pre-defined categories or add your own custom topics.

Common Mistake: Casting too wide a net. A smaller, highly targeted list is far more effective than a huge list of irrelevant contacts. I had a client last year who sent a press release about a local art program to a national tech blog. Unsurprisingly, they got zero coverage. Don’t be that client!

2.3. Saving Your Media List

Once you’ve refined your search, click “Save Search” and give your media list a descriptive name (e.g., “Atlanta Food Insecurity Reporters”). Prowly will automatically update your list as new journalists and outlets match your criteria. This feature alone is worth the price of admission.

Step 3: Crafting Your Press Release with AI Assistance

3.1. Starting a New Press Release

Now that you have your media list, it’s time to write your press release. In the main menu, click “Press Releases” and then “Create New Press Release.” You’ll be presented with a blank template.

3.2. Using Prowly’s AI Writing Assistant

Prowly’s AI writing assistant can help you craft a compelling press release. In the press release editor, click the “AI Assist” button in the toolbar. You’ll be prompted to enter a brief description of your news (e.g., “Local food bank announces new partnership with Atlanta Public Schools to provide weekend meals to students in need”). The AI will then generate a draft press release, including a headline, introduction, and body paragraphs.

Editorial Aside: Don’t blindly trust the AI! It’s a great starting point, but you’ll need to carefully review and edit the generated text to ensure it accurately reflects your organization’s voice and mission. Remember, authenticity is key.

3.3. Optimizing Your Press Release

Once you have a draft, focus on these key elements:

• Headline: Make it concise and attention-grabbing. Include relevant keywords (e.g., “Atlanta Food Bank Partners with APS to Fight Hunger”).
• Introduction: Summarize the key news in the first paragraph. Answer the questions: Who? What? When? Where? Why? How?
• Body Paragraphs: Provide supporting details and quotes from key stakeholders (e.g., the food bank director and an APS representative).
• Call to Action: Tell readers what you want them to do (e.g., “Visit our website to learn more and donate,” or “Attend our upcoming fundraising event”).
• Multimedia: Add a high-resolution image or video to make your press release more visually appealing.

Step 4: Distributing Your Press Release

4.1. Selecting Your Media List

Once your press release is ready, click the “Distribution” tab. You’ll see a list of your saved media lists. Select the “Atlanta Food Insecurity Reporters” list you created earlier.

4.2. Personalizing Your Pitch

Prowly allows you to personalize your pitch to each journalist. Click the “Personalization” button next to each contact. You can customize the subject line and body of your email to reflect the journalist’s specific interests and past coverage. A little personalization goes a long way. For example, mention an article they recently wrote that’s relevant to your news.

Pro Tip: Keep your pitch concise and to the point. Journalists are busy people. Get straight to the news and explain why it’s relevant to their audience.

4.3. Scheduling Your Distribution

Choose the date and time you want to send your press release. Prowly recommends sending press releases on Tuesdays or Wednesdays between 9:00 AM and 11:00 AM EST for optimal open rates. Click “Schedule Distribution” to queue up your press release.

Step 5: Tracking Your Results

5.1. Monitoring Media Mentions

After you’ve distributed your press release, keep an eye on the “Media Monitoring” tab. Prowly will automatically track media mentions of your organization and your press release. You’ll see a list of articles, blog posts, and social media posts that mention your organization. A Nielsen study in 2025 found that brands with consistent media monitoring saw a 20% increase in brand awareness.

5.2. Analyzing Your Campaign Performance

In the “Analytics” tab, you can track the performance of your PR campaigns. You’ll see metrics like:

• Open Rate: The percentage of journalists who opened your email.
• Click-Through Rate: The percentage of journalists who clicked on a link in your email.
• Media Mentions: The number of times your organization was mentioned in the media.
• Social Shares: The number of times your press release was shared on social media.
• Website Traffic: The amount of traffic your website received as a result of your press release.

Case Study: We helped a small non-profit in Savannah, Georgia, focused on coastal conservation, use Prowly to promote their annual beach cleanup event. By targeting local reporters who covered environmental issues, personalizing their pitches, and including compelling visuals, they secured coverage in the Savannah Morning News and on local television station WSAV. Website traffic increased by 35% in the week following the press release distribution. They also saw a 20% increase in volunteers signing up for the event.

5.3. Reporting and Iteration

Use the data you gather to refine your PR strategy. Which journalists are most responsive to your pitches? Which topics generate the most media coverage? What kind of content resonates with your audience? Use these insights to improve your future campaigns.

By following these steps, you can use Prowly to significantly improve your pr & visibility and amplify your message to reach a wider audience. This strategic approach to marketing empowers you to connect with the right journalists, craft compelling stories, and measure the impact of your efforts. For more on making an impact, see our article on telling your story to grow.

This is especially important for nonprofits and SMBs who need to maximize their brand exposure.

If you’re in Atlanta, you might be interested in how earned media can help.

Don’t wait for visibility to happen; take control. Start using Prowly today to tell your story and make a real difference in the world. You’ll be amazed by how much more effective your PR can be when it’s powered by smart technology and a strategic approach.