Description
Semrush AI PR Toolkit is public relations and media relations software, previously sold as Prowly and now part of Semrush. It's built for PR professionals and communications teams to find media contacts, build targeted media lists, pitch journalists, and track the coverage that results.
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The AI-Cited Media Database identifies outlets that large language models already cite as sources, so users can prioritize outreach to publications that shape AI-generated answers about their industry, alongside journalist profiles and media lists filtered by audience and traffic data. Lists can be refined further with AI search, keyword filters, and other on-page filters to narrow a broad database down to the right contacts for a specific story or industry.
For outreach, AI drafts pitch emails and press releases in seconds, and the platform emails journalists directly, schedules follow-ups based on how a recipient behaves, and automatically tracks which pitches turn into media mentions.
Media Monitoring scans online news, blogs, and forums, filters out irrelevant and duplicate mentions, and delivers real-time updates with AI-written summaries, along with a breakdown of which audience demographics saw the coverage. A separate strategic intelligence layer generates an AI report of PR gaps and uncovered topics, tracks competitors' media presence, and benchmarks share of voice, sentiment, and reach against them, combining campaign performance and competitive intelligence in one dashboard.
Semrush AI PR Toolkit offers a free 7-day trial and paid plans; existing Prowly customers can continue to sign in under the new name and keep using the platform without switching tools. Semrush states that more than 10 million marketers already use the wider Semrush platform, which the PR toolkit is now sold alongside.
It suits in-house PR and communications teams, agencies, and marketers who want media list-building, pitching, and monitoring in one platform instead of separate tools for outreach, clipping, and competitive tracking. Teams already familiar with Prowly's workflow can adopt the new AI features from the same account rather than switching platforms.
- CategoryMarketing Automation
- Pricing ModelFreemium
- DeploymentCloud
- PlatformsCloud
Semrush AI PR Toolkit's Core Features
AI-Cited Media Database that surfaces outlets already cited by AI search and chat models
Targeted media list building filtered by journalist audience and traffic data
AI-drafted pitch emails and press releases
Automated follow-up scheduling based on recipient engagement
Media monitoring across news, blogs, and forums with duplicate and irrelevant-mention filtering
Real-time AI summaries of media coverage
Demographic tracking of who saw a given piece of coverage
AI-generated reports on PR gaps and uncovered story angles
Competitor media tracking and share-of-voice, sentiment, and reach benchmarking
How to use Semrush AI PR Toolkit?
Sign up: Create a Semrush AI PR Toolkit account and start the free trial.
Build a media list: Search the AI-Cited Media Database and filter journalists by audience and traffic data.
Draft and send a pitch: Use AI to draft a pitch email or press release, then send it to your list.
Track engagement: Monitor opens, follow-ups, and which pitches turn into coverage.
Monitor mentions: Set up Media Monitoring to catch new coverage across news, blogs, and forums.
Benchmark performance: Compare your share of voice and sentiment against named competitors.
Semrush AI PR Toolkit's Use Cases
- Media list building
- Press outreach
- Media monitoring
- Competitive PR benchmarking
