How to Use Prowly to Build a PR Campaign and Get >300 Customers (2024)

• I will research the best things happen within the PR industry and why it’s still a good fit our 4-5 figure businesses

• I will research the best features offered by Prowly

• I will build a marketing case to use Prowly for your business and set objectives

• I will build a marketing strategy and a marketing plan with a set of activities with Prowly

What’s the current state of PR in the business world?

1. Getting journalists to respond

2. Working on a tight budget

3. Finding relevant media contacts

4. Getting top-tier coverage

5. Demonstrating the value of my work

1. LOTS of users

2. Trust and authority in the market

3. Strong brand perception

1. “I don't have the budget”

2. “I don't have the time to learn”

1. McDonald’s We Hire People campaign introduces viewers to many individuals with various cultural backgrounds, passions, and ages. The advertisement shows that McDonald’s doors are open to everyone for employment. These messages are essential in 2023.

2. Medstar Media landed 150 Publications and made their Social Campaign for a health related campaign Go Viral

3. Kamua’s AI Product Launch campaign backed with a strong PR network grabbed them 400 customers overnight

What are some of Prowly features that can be used to build an effective marketing strategy?

1. Automated database of PR journalists: This feature helps me with a list that’s pre-built for any relevant journalist sector. This can potentially help me scale quickly and easily!



• Nearly 70% of respondents are still using spreadsheets to store their media lists. Keeping media lists up-to-date is crucial for keeping up with journalist changes: now’s the time to consider an automated media database.

Minty Digital's main goal was to build effective media lists without spending hours of research. Since journalists switch between agencies and outlets quite often, getting the most accurate information was the biggest challenge they faced. They were pleasantly surprised that Prowly had all the information and data they needed, in one place, without the need to click through hundreds of Google pages verifying whether or not such information was correct.

2. PR CRM - Pitch Directly from Prowly: This feature will also help me as a non-PR professional build PR campaigns and keep a track of the responses from media agencies and professionals.



• Nearly 50% of respondents say they send 1-10 pitches per month, followed by 11-99 (31.9%). Only 4% report sending more than 1000 email pitches per month.

Lift sent GDPR-compliant to an updated database in one place and help us distribute press releases to 1000’s of PR agents

3. Create Press Release and Track News Mentions: I won’t have to waste hours or days to create press releases or track my PR mentions. Prowly will do all of this for me!



• Creating a press release that is effective and actually generates results is tough. Building it with multiple PR networks with different goals can become extremely tedious and time-consuming. This is where Prowly can save my business with lots of time!

At WSB, we constantly search for effective methods of measuring our PR efforts, just like the whole industry does. Prowly definitely helps us in that department. By knowing how many journalists visit our newsroom or open our email pitches, we can see how effective our PR activities are, draw conclusions from the results, and make changes accordingly.

Building a Marketing case to use Prowly for a Business:

• To get 300 paying customers (can be recurring depending on your business) and assuming a 2% conversion rate, I will need to reach 15,000 leads from my target audience.

• However, I will go for an extended limit of 30,000 potential leads (what if my landing page is not optimized or I find other paying users beyond my target audience?).

• Anything over a $20 price point is a profit

• Anything over 150 customers is a profit

• Any recurring payment going forward is a profit

• Any upsells or cross sells going forward is a profit

• Industry trust and exposure will bring you revenue for years to come

• Anything over 250 customers with $20 price point is a profit

• Anything over $20 price point is a profit

• Any recurring payment going forward is a profit

• Any upsells or cross sells going forward is a profit

• Industry trust and exposure will bring you revenue for years to come

4 Steps to Building a PR Marketing Strategy with Prowly:

Step 1: Build a PR campaign strategy

Step 2: Create a PR Campaign Plan

1. Time period: I will track the campaign time period and all the activities I will be performing

2. Create Content: Create my content and key messaging. This will take some time so I will plan ahead and revise and renew.

3. Take feedback: I will make sure to have a group of target audience who validate and keep giving me feedback on my campaign and story

4. Build stories from my customers: I will use this time period to build real life stories and use it in my campaign and story. Do I have an existing customers? Do my customers have a relatable problem that one of my customers can share?

5. Build interview videos for my campaigns: I will use videos to make it real. My objective is to bring out strong emotions from my campaigns.

Step 3: Build a List of Relevant PR Partners

1. Identify my Target Audience: I will create and build a list of PR professionals that targets my audience type. For example, if I’m selling a SaaS to developers, I will target media outlets for developers. With my Prowly paid plan, I will have the ability to reach out to 3000 media professionals but I will focus on making an strong and committed partnership with 30 that will do the job for me.

2. Size of the agents: I will also factor in and estimate the size of reach my agents can provide. Most likely to reach my goal of about 15,000 new leads, I will be on the safe side to plan for about 115,000 impressions on my campaigns. This will give me about 10% impression to lead conversion

3. Conversion-focused audience: I will factor in that my media partners reach out to my target audience that matches my segmentation and positioning. For example, if my campaign is for new developers with 1-4 years of experience, I will look to create a campaign with media outlets who can reach to them.

4. Build a supportive group: While I build new PR relationships, I will also build my non-PR list of existing customers, followers, email lists, and my network of connections, friends etc. This will help them prepare when the campaign is launched and I need their all important support of a ‘share’

5. Build Press Release: While on the paid plan with Prowly, I will build my press-release materials. Ideally, every media partnership will have a press release tailored per their style. I will work closely with my media partners on creating these

Step 4: Launch, Promote, and Scale

1. Build an incentive offer during the campaign: Who doesn’t like an offer? I will create a coupon and provide it during the campaign. This will help my leads take action and buy my product. This will be specifically only during the campaign

2. PH Launch: I will prepare a PH launch in parallel around my campaign. This will act as a secondary PR source that will bring me added users and lots of visibility

3. Customer Email List: I will publish my campaign to my email lists and all my leads. I will showcase my industry authority and build trust to create more sales. I will also use my social media to build this campaign in public

4. Case Studies and Blogs Badges: I will build my case studies from the PR campaigns and include all the relevant badges with Featured on from my publications. This will instantly give me tons of backlinks to build on while generating trust and authority for all my future leads

5. Scale Campaign with Ads: When my campaign is successful with around 300 customers, I will use the profits from my campaigns and run paid ads to similar audience from my customers. This will allow my campaign to run longer while continuing to build my sales pipeline