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Featured vs. Semrush AI PR Toolkit
Featured is an AI co-pilot for PR that finds media opportunities and drafts pitches, with a free plan and paid plans from $39 a month. Semrush AI PR Toolkit is the new name for Prowly: a media database, email pitching and media monitoring, at $149 to $499 a month. Pick Featured for inbound opportunities. Pick the Semrush toolkit for outbound pitching from a contact database.
Updated Prices and plans checked November 13, 2026Sources
The short answer
Featured vs. Semrush AI PR Toolkit: the short answer
Featured and Semrush AI PR Toolkit are both self-serve PR software with public prices, and they approach the work from opposite directions. Featured is an AI co-pilot for PR. You ask in plain language and it finds live opportunities (journalist requests, podcasts, bylined articles, awards, speaking slots), drafts the pitch and can rerun the search on a schedule. Plans are Free, Lite at $39 a month, Pro at $99 and Pro+ at $299, with at least 20% off for annual billing.
Semrush AI PR Toolkit is what Prowly became after Semrush folded it into its own product. Prowly's site now reads: Prowly is now the Semrush AI PR Toolkit. It gives you a media database that highlights outlets AI models cite, an email tool for pitching journalists, and media monitoring on the higher plans. Semrush lists three plans: Base at $149 a month, Pro at $279 and Business at $499.
If you want journalists who have already asked for a source, start with Featured. If you want to build a list and send a campaign, the Semrush toolkit is built for that.
Choose Featured if
- You want inbound requests from reporters, podcasts and publishers, not a contact list to email.
- You want a free plan, or a paid plan under $100 a month.
- You need more than press: podcast guesting, awards, speaking and bylined articles.
- You want several people on one plan. Featured team plans include up to 25 logins.
Choose Semrush AI PR Toolkit if
- Your work is outbound: build a media list, send a pitch, schedule follow-ups and track opens.
- You already pay for Semrush and want PR in the same account as your SEO tools.
- You want email analytics that tie a pitch to the coverage it earned. Semrush lists this on Pro and Business.
- You want competitor coverage benchmarks. Semrush lists these on the Business plan.
Featured wrote this page, so read it with that in mind. Every Semrush AI PR Toolkit fact below comes from Semrush AI PR Toolkit's own site, checked on November 13, 2026 and linked in the sources.
Side by side
Featured and Semrush AI PR Toolkit at a glance
| Featured | Semrush AI PR Toolkit | |
|---|---|---|
| Category | AI co-pilot for PR | PR toolkit inside Semrush: media database, pitching, monitoring |
| Formerly | Featured relaunched as an AI co-pilot on June 2, 2026 | Prowly |
| Starting price | $0. Free plan | $149 a month (Base) |
| Paid plans | Lite $39, Pro $99, Pro+ $299 a month. At least 20% off billed annually | Base $149, Pro $279, Business $499 a month |
| Free plan or trial | Free plan, no credit card | Free trial. No free plan listed |
| Users | Team plans include up to 25 logins, no per-seat fee | One user per plan. Extra users $20 a month each |
| How you work | Chat prompts and scheduled workflows | Database search, media lists and email campaigns |
| Journalist requests | Yes. HARO, Connectively, Substack, X, LinkedIn | Not listed |
| Media monitoring | News, blogs, podcasts and YouTube, on every plan | Online media, on Pro and Business |
| AI visibility | GEO Audit across ChatGPT, Claude, Perplexity and Gemini | AI-cited media finder in the database |
Checked November 13, 2026. Sources are listed at the end of this page.
Definitions
What each one is
What is Featured?
Featured (featured.com) is the AI co-pilot for PR. It is a chat-first product: ask for journalist requests on your topic, podcasts that book guests like you, or awards your company can win, and Featured returns a matched list and drafts the pitch. Workflows run the same searches on a schedule and deliver results to Slack or email. Featured relaunched in this form on June 2, 2026. The company also owns and operates HARO (Help a Reporter Out) and Connectively, which supply many of its journalist requests. Featured is based in Scottsdale, Arizona.
What is Semrush AI PR Toolkit?
Semrush AI PR Toolkit is the PR product inside Semrush, the search marketing platform. It was known as Prowly until Semrush moved it into its own toolkit lineup, and Prowly's site now says: Prowly is now the Semrush AI PR Toolkit. Prowly's site describes it as powered by AI and built to grow your media presence and AI visibility. The toolkit includes an AI-cited media database, contact search and media lists, email outreach with analytics, and media monitoring with alerts and digests.
Key differences
Featured vs. Semrush AI PR Toolkit: key differences
- 1
Inbound requests against outbound campaigns.
Featured gathers journalist requests from HARO, Connectively, Substack, X and LinkedIn, matches them to your expertise and drafts a reply. It also finds podcasts booking guests, awards and speaking calls. The Semrush toolkit works the other way: you search a global media database, add contacts to a list and email them. Semrush's plan table does not list journalist requests, podcasts, awards or speaking.
- 2
Both publish prices. Featured starts lower.
Featured has a free plan, and its paid individual plans are $39, $99 and $299 a month. Semrush lists Base at $149 a month, Pro at $279 and Business at $499. Semrush's pricing page labels these rates billed annually. Each Semrush plan includes one user, with extra users at $20 a month, and a monthly cap on contacts taken from the database: 250 on Base, 500 on Pro and 1,000 on Business.
- 3
Monitoring is included in Featured and tiered in Semrush.
Featured monitors brand, people and competitor mentions across news, blogs, podcasts and YouTube on every plan. In the Semrush toolkit, online media monitoring starts on Pro. Business adds competitor tracking, share of voice benchmarks and 50,000 monitored mentions a month. Semrush's Base plan is for research and outreach without monitoring.
- 4
Each ties PR to AI answers in its own way.
Featured's GEO Audit runs your buying prompts through ChatGPT, Claude, Perplexity and Gemini and shows which sources each one cites, so you know which publications to pitch. It is on every plan. Semrush's AI-cited media finder marks the outlets that AI models cite most in your industry inside the media database, on every plan. Semrush sells broader AI visibility tracking as a separate toolkit.
Features
Featured vs. Semrush AI PR Toolkit: feature comparison
| Feature | Featured | Semrush AI PR Toolkit |
|---|---|---|
| Finding opportunities | ||
| Journalist requests (reporters asking for sources) | Yes. From HARO, Connectively, Substack, X and LinkedIn | Not listed |
| Journalist and outlet search | Yes. Builds lists from recent coverage | Yes. Global media database with AI search |
| AI-cited media | GEO Audit shows sources each AI engine cites | Yes. AI-cited media finder |
| Podcasts | Yes. Search 814,000 active shows for guest spots | Not listed |
| Awards and speaking opportunities | Yes | Not listed |
| Pitching | ||
| AI-drafted pitches and press releases | Yes | Yes |
| Sending | Drafts for you to review and send | Email journalists from the toolkit |
| Scheduled follow-up emails | No | Pro and Business |
| Email open and click analytics | No | Yes. Advanced analytics on Pro and Business |
| Scheduled workflows | Yes. 13 workflow templates | Alerts and digests in monitoring |
| Monitoring and measurement | ||
| Media monitoring | Yes. News, blogs, podcasts and YouTube | Online media, on Pro and Business |
| Competitor coverage benchmarks | Competitor mention alerts | Business |
| AI visibility audit | Yes. GEO Audit, on every plan | Separate Semrush AI Visibility toolkit |
| Buying | ||
| Free plan | Yes | No. Free trial |
| Public pricing | Yes | Yes |
| Users included | Up to 25 logins on team plans | One. Extra users $20 a month |
“Not listed” means the feature does not appear on the vendor’s public pricing or product pages as of November 13, 2026.
Pricing
Featured vs. Semrush AI PR Toolkit: pricing
Both products publish their prices. These are the prices on each pricing page on November 13, 2026.
Featured pricing
| Plan | Monthly | Billed annually | What changes |
|---|---|---|---|
| Free | $0 | $0 | Every feature, with a starter daily allowance |
| Lite | $39 | $29 a month ($348 a year) | 5x the AI usage of Free |
| Pro | $99 | $79 a month ($948 a year) | 5x the usage of Lite |
| Pro+ | $299 | $239 a month ($2,868 a year) | 20x the usage of Lite |
| Team Lite | $199 | $159 a month ($1,908 a year) | Up to 25 logins sharing one usage pool |
| Team Pro | $499 | $399 a month ($4,788 a year) | 5x the pool of Team Lite |
| Team Pro+ | $1,499 | $1,199 a month ($14,388 a year) | 20x the pool of Team Lite |
| Enterprise | Custom | Custom | Unlimited members, usage billed at API rates |
Every Featured plan includes every feature. Plans differ only by daily AI usage. Source: featured.com/pricing.
Semrush AI PR Toolkit pricing
| Plan | Price | What you get, per Semrush |
|---|---|---|
| Base | $149 a month | AI-cited media finder, global media database, media pitching tool, AI writing, email analytics. 250 database contacts a month |
| Pro | $279 a month | Base plus online media monitoring, exporting contacts, scheduled follow-ups, advanced email analytics. 500 database contacts a month |
| Business | $499 a month | Pro plus competitor media tracking, coverage benchmarks, gap analysis, 50,000 monitored mentions a month. 1,000 database contacts a month |
| Additional users | $20 a month each | Each plan includes one user |
| Semrush for Enterprise | Custom | Quoted by sales |
Semrush's pricing page labels these rates billed annually and offers a free trial. Source: semrush.com/pricing/pr.
Using both
Using Featured with Semrush AI PR Toolkit
The two fit together without much overlap. Featured supplies the inbound side: journalist requests, podcasts, awards and speaking. The Semrush toolkit supplies the outbound side: a contact database and tracked email campaigns for announcements.
There is no direct integration between them today.
FAQ
Featured vs. Semrush AI PR Toolkit: frequently asked questions
Is Prowly now Semrush AI PR Toolkit?
Yes. Prowly's website says Prowly is now the Semrush AI PR Toolkit, and it sends new sign-ups to Semrush. The product keeps its media database, email pitching and media monitoring under the Semrush name.
How much does Semrush AI PR Toolkit cost?
Semrush lists three plans: Base at $149 a month, Pro at $279 a month and Business at $499 a month. Each plan includes one user, and extra users are $20 a month each. Semrush offers a free trial.
How much does Featured cost?
Featured has a free plan. Paid individual plans are Lite at $39 a month, Pro at $99 and Pro+ at $299, or $29, $79 and $239 a month when billed annually. Team plans include up to 25 logins and start at $199 a month. Every plan includes every feature. Plans differ by daily AI usage.
Is Featured a good alternative to Prowly or Semrush AI PR Toolkit?
It is a good alternative if you want journalists, podcasts and publishers that are already asking for sources, at a lower starting price. Featured has a free plan and paid plans from $39 a month. It is not a replacement if your work is outbound email campaigns to a contact list with open and click tracking. That is what the Semrush toolkit is built for.
Which is better for a small business, startup or freelancer?
A small business or freelancer who wants press without building media lists will usually get more from Featured, which starts free and brings the requests to you. A startup with a launch to announce and time to run an email campaign may prefer the Semrush toolkit's database and pitching tools.
Does Semrush AI PR Toolkit include journalist requests?
Semrush's plan table for the AI PR Toolkit does not list journalist requests. It lists a media database, pitching, email analytics and media monitoring.
Can I use Featured and Semrush AI PR Toolkit together?
Yes. Featured covers inbound opportunities and the Semrush toolkit covers outbound campaigns. Featured starts at $0, so adding it does not require a second paid plan.
Who owns Featured?
Featured is an independent company based in Scottsdale, Arizona. It also owns and operates HARO (Help a Reporter Out) and Connectively.
Sources
Sources and how we checked
Featured wrote this page. Facts about Featured come from our own product and pricing pages. Facts about Semrush AI PR Toolkit come from Semrush AI PR Toolkit's public site, including Semrush's pricing page and Prowly's homepage, read on November 13, 2026. Where Semrush AI PR Toolkit does not publish a detail, we say so. We do not have access to private pricing.
- Featured pricing (plans, prices, usage multipliers)
- Featured features (feature list and data sources)
- Featured workflows (workflow templates)
- Semrush: AI PR Toolkit plans and pricing (plans, prices, limits, add-ons)
- Prowly (Prowly is now the Semrush AI PR Toolkit; tool descriptions)
- Semrush AI PR Toolkit (product)
Featured, Semrush AI PR Toolkit and other product names are trademarks of their respective owners. Spotted something out of date? Tell us at support@featured.com and we will correct it.
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See what Featured finds for you
Ask for journalist requests, podcasts or awards on your topic. Free to start, and no credit card is needed.