Interview with Anna Paczkowska, product executive at Prowly, a PR solutions company from Poland.
Nice to meet you, Anna. Can you tell us a bit more about your current role as Senior Product Manager at Prowly?
I focus on shaping our product strategy and making sure it supports the company’s vision. That includes planning product discovery, working with teams to bring ideas to life, and making sure we solve real problems for our users. A big part of my job is connecting people—translating between tech and business, and between internal teams and our clients. We try to make sure everything we build has real value and feels easy to use.
How does Prowly distinguish itself from other PR solutions companies?
Prowly stands out because we’re quick, flexible, and genuinely focused on helping PR pros do their best work. Since we’re not tied down by old systems, we can adapt quickly to changes in the industry and roll out updates and features fast.
Clients often tell us they love how easy Prowly is to use. It’s simple, clear, and doesn’t require a tech background to get the most out of it. Our customer support team is always available, and we use real humans – not AI – to help. They’re also excited about the insights we offer. Prowly lets you see exactly who opened your pitch, how many times, and whether they spent time reading it or just skimmed through. That kind of detail is hard to find even in many marketing tools.
The PR field is constantly evolving. Can you share some specific challenges your clients have faced, and how Prowly has successfully helped them navigate those?
A lot of PR teams struggle with the same issue: how to break through the noise. The media industry is shrinking, journalists get more pitches than ever. It’s harder to be seen and heard. We try to ease that pressure. Prowly keeps all journalist interactions in one place, so users can create personalized, relevant pitches without starting from scratch each time. Our monitoring tools help too. Teams can quickly see what’s working and spot missed opportunities. It’s all about making PR efforts more focused and efficient.
How do you think the PR industry will change in the next 5–10 years? And what will that change in terms of companies’ needs?
Things are changing faster than anyone expected. Looking back at 2022, no one could have predicted just how much AI would reshape our work in just a few short years. At the same time, in my conversations with journalists, I’ve learned that they still value genuine relationships and their own editorial voice. They might use AI for editing or quick support, but ultimately, they trust their own instincts.
I expect new media formats to keep emerging—just like social media, podcasts, and newsletters did before. PR teams will need to stay agile. I see my role as helping them stay prepared, by offering tools that support this shift without adding complexity.
What part of your current products has a lot of potential, but hasn't been adopted at the same rate yet by your clients?
Our AI-powered summaries and alerts in monitoring are a great example. They help clients quickly understand how their brand is being talked about—without needing to open every article. The tool also highlights spikes in coverage or changes in sentiment, which can be a big time-saver. And it summarizes foreign-language coverage, so there’s no need to rely on external translation tools.
Newer clients have picked it up quickly. But for some of our long-time users, switching habits takes time. We're focused on showing the value in these updates and helping teams make the transition smoothly.
With Google's recent changes to search and AI-driven summaries, how is Prowly adapting its media distribution or newsroom strategy to help clients stay visible?
Google’s new approach—using AI to summarize information directly in search results—is a big shift. It changes how people find and engage with content, and that has a huge impact on PR. We think a lot about how this affects our clients' visibility. It’s no longer just about getting mentioned—you also want your message to be clear, well-structured, and easy for AI models to understand and surface in their summaries.
I work closely with experts of marketing platform Semrush to explore how media content—whether it's articles, podcasts, or interviews—makes its way into AI models and influences what shows up in search. Our end goal is to help our clients make sure their content doesn’t just get published, but also seen and understood in a world where machines are reading along with people.
As journalists increasingly rely on AI tools for sourcing and content generation, how is Prowly evolving to remain relevant as a media relations platform?
Beyond the AI features we’ve already launched—like media monitoring summaries and alerts—I see even more potential to use AI to reduce the manual, time-consuming parts of PR work. Things like research, targeting, and reporting still take up a lot of time for many teams. We’re integrating AI more deeply into these areas, to help users find journalists faster and making campaign analysis more insightful and easier to act on.
AI won’t just change how we consume news—it could also help support quality journalism, which is good news for both journalists and the PR industry. Precisely because AI is reshaping how content is created and distributed, I believe we’ll see a renewed appreciation for traditional journalism. And with the New York Times leading the way, I expect more major outlets to start licensing their content to large language models (LLMs) to secure new funding models beyond paywalls or subscriptions.
Is there anything else you would like to share that has not been covered by these questions?
I love working in this space. PR professionals are some of the most passionate, driven people I know. They care deeply about their work, and they show up every day ready to make an impact. That kind of dedication is rare, it inspires me and I’m proud to build tools that support them in such an exciting time for the industry.
By Anna Roos van Wijngaarden
Twingly offers News APIs with over 3 million daily news articles from 170,000 active global sources. It gives you access to noise-free news data for timely updates and comparisons. As a complement, please also have a look at our Blogs API, where we monitor 3 million active blogs worldwide.
