Semrush PR suite for media discovery, outreach and monitoring.
Top-rated in Media Monitoring#1 of 10 in Media Monitoring by Overall Score
Semrush AI PR Toolkit is the current successor to Prowly and brings PR workflows into the Semrush product family. It supports media discovery, journalist research, outreach, monitoring, coverage and competitor analysis, and AI-assisted PR tasks, allowing communications teams to find relevant contacts and track earned-media outcomes alongside Semrush's broader visibility and marketing data.
The Semrush AI PR Toolkit replaces the older standalone Prowly positioning and separates capabilities by tier. Base permits building targeted lists and sending pitches but does not include online media monitoring or standard contact exports; Pro adds monitoring, exports and follow-up scheduling. Its trial restricts outward sending and contact-detail access, so trial exploration does not reproduce a live campaign.
Calculated from facts we verified on Semrush AI PR Toolkit (formerly Prowly)'s own website, using published thresholds. Nobody can pay to change it. With no Market Signal, it alone sets the Overall Score of 56 that orders our lists.
Dimensions without verified data count as a neutral 2.5. Facts checked October 8, 2026. How the rating works
Semrush AI PR Toolkit (formerly Prowly)'s pages on semrush.com get too little search traffic to compare with its category, and the rest of semrush.com would measure the whole company, not Semrush AI PR Toolkit (formerly Prowly). How this works →
| Plan | Monthly | Annual (mo) |
|---|---|---|
| Base | Not listed | $149 |
| Pro | Not listed | $279 |
| Business | Not listed | $499 |
Pricing shown reflects list prices as of our last check and may have changed. Confirm current pricing on Semrush AI PR Toolkit (formerly Prowly)'s website before purchasing.
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Why choose it: In-house communications teams and PR agencies that pitch journalists regularly and need to show which outreach turned into coverage.
Strengths
Limitations
Why choose it: Enterprise communications teams that need journalist research, outreach, broad media monitoring, distribution, and measurement in one PR stack.
Why choose it: In-house PR teams and agencies that want journalist CRM, email outreach, and branded online newsrooms in a single workflow.
Why choose it: PR, communications, and social teams that need monitoring, journalist research, influencer workflows, and cross-media analysis at enterprise scale.
Semrush AI PR Toolkit (formerly Prowly) doesn't have a permanently free plan, but offers a free trial of its paid plans.
Semrush AI PR Toolkit (formerly Prowly) starts at $149/mo (annual billing) on its Base plan. Pricing was last checked October 8, 2026. Always confirm current pricing on the vendor's site before purchasing.
Commonly considered alternatives include Muck Rack, Cision, Prezly and Meltwater. The Alternatives section on this page shows what each one is best at and its starting price.
