University of Kwazulu-Natal

Media Database Muck Rack

Bonisiwe Shabane
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media database muck rack

Home / BuzzStream Blog / 10 Best Media Databases Reviewed By Our Experts (2025) Media databases can be a valuable tool in any digital PR toolkit. But let’s face it, media databases have limitations. They cast a wide net, leading to an increasingly frustrating trend of irrelevant pitches cluttering up journalists’ inboxes. Journalists move industries, move jobs, and change email addresses quite often. Even the top media databases aren’t updated in real time.

If you’re struggling to build quality media lists, you’re definitely not alone. 57% of PR professionals say that building and nurturing media relations is the most time-consuming part of their job. Having recently launched a new startup myself, I know all too well the struggle of having a ground-breaking product but struggling to get the word out about it, especially before your SEO efforts start... So before you drop five figures on a press directory that turns out to be a journalist graveyard with a 53% bounce rate (yes, I’ve been there), let me share the ones that have... TL;DR: I’ve found that JournoFinder is the best media database because it’s continually updated and verified, so you don’t waste time on pitches that never get read. The fact that it costs 75% less than most other options is just a bonus.

But there’s a time and place for other platforms depending on your specific needs, budget, and team size. So, here’s a deep dive into my top 6 media databases for 2025. Muck Rack is an American software company that develops an AI-powered, cloud-based public relations management (PRM) platform.[1][2] Founded in 2009 by Greg Galant and Lee Semel, the company began as a free online directory... The company's name references the term "muckraker", used for reform-minded journalists during the Progressive Era.[6] Muck Rack was founded in 2009 by Greg Galant and Lee Semel. More than 10,000 journalists signed up in the platform's first year.

In 2011, after observing PR professionals using the site to find journalists, the company introduced its first paid SaaS product.[3] In September 2022, Muck Rack announced a $180 million Series A investment led by Susquehanna Growth Equity, one of the largest investments in the PR technology sector.[7] In September 2024, Muck Rack acquired Keyhole, a Toronto-based social listening and analytics platform, adding real-time monitoring across major social platforms.[8] Muck Rack is a media relationship and public relations management (PRM) platform purpose-built for PR teams that prioritize personalized pitching, journalist engagement, and accurate media outreach. Initially created to connect journalists on social media, Muck Rack has evolved into a premium tool offering a seamlessly integrated suite that includes a verified media database, outreach and pitch tracking, media monitoring, and... It stands out for its journalist-first approach, encouraging trust-based outreach over mass email blasting.

Designed with usability in mind, Muck Rack supports PR professionals with a modern UI, strong CRM capabilities, real-time alerts, and customizable dashboards. It’s ideal for teams looking to demonstrate the tangible ROI of earned media and maintain strong relationships with the press. - Accurate Media Database: Continuously updated profiles of journalists, podcasters, and outlets, including recent articles and social activity. - AI-powered media list recommendations and real-time updates. - Personalized Pitching: Pitch directly through Gmail/Outlook integrations. - Features email tracking, follow-up reminders, PressPal.ai pitch assistant, and team collaboration to prevent overlapping outreach.

- Monitoring and Alerts: Real-time online news tracking with optional add-ons for print, broadcast, and social listening. Alerts via Slack, email, or digest. - Reporting & PR Hit Score: Customizable dashboards, newsletter creation, impact summaries, and analytics integration with Google Analytics. - Tracks campaign reach and engagement with proprietary scoring. - Built-in CRM for PR Teams: Manage journalist relationships, assign outreach, track interactions, and collaborate on media lists within the platform. - Journalist-Focused Tools: Offers free journalist portfolios and pitching preferences to build stronger, mutually beneficial connections.

- AI-Powered Assistance: Automates list-building, pitch generation, and summary creation via integrated artificial intelligence. - Industry-leading media contact accuracy, reducing bounce rates. - Extremely user-friendly interface with minimal onboarding time. - Excellent customer service (often staffed by former PR pros/journalists). - Streamlined collaboration tools for team-based PR workflows. - Modern approach to personalized, effective PR outreach.

- Expensive for smaller teams; often starts at ~10K/year per platform, plus additional prices for each seat.- They charge extra for premium features. - Monitoring for print/broadcast/social may require paid add-ons. - Reporting customization (e.g., dashboards) limited in lower tiers. - Lacks a built-in press release generator or newsroom functionality. - Limited integrations with external tools for monitoring or analysis.

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Home / BuzzStream Blog / 10 Best Media Databases Reviewed

Home / BuzzStream Blog / 10 Best Media Databases Reviewed By Our Experts (2025) Media databases can be a valuable tool in any digital PR toolkit. But let’s face it, media databases have limitations. They cast a wide net, leading to an increasingly frustrating trend of irrelevant pitches cluttering up journalists’ inboxes. Journalists move industries, move jobs, and change email addresses quite oft...

If You’re Struggling To Build Quality Media Lists, You’re Definitely

If you’re struggling to build quality media lists, you’re definitely not alone. 57% of PR professionals say that building and nurturing media relations is the most time-consuming part of their job. Having recently launched a new startup myself, I know all too well the struggle of having a ground-breaking product but struggling to get the word out about it, especially before your SEO efforts start....

But There’s A Time And Place For Other Platforms Depending

But there’s a time and place for other platforms depending on your specific needs, budget, and team size. So, here’s a deep dive into my top 6 media databases for 2025. Muck Rack is an American software company that develops an AI-powered, cloud-based public relations management (PRM) platform.[1][2] Founded in 2009 by Greg Galant and Lee Semel, the company began as a free online directory... The ...

In 2011, After Observing PR Professionals Using The Site To

In 2011, after observing PR professionals using the site to find journalists, the company introduced its first paid SaaS product.[3] In September 2022, Muck Rack announced a $180 million Series A investment led by Susquehanna Growth Equity, one of the largest investments in the PR technology sector.[7] In September 2024, Muck Rack acquired Keyhole, a Toronto-based social listening and analytics pl...

Designed With Usability In Mind, Muck Rack Supports PR Professionals

Designed with usability in mind, Muck Rack supports PR professionals with a modern UI, strong CRM capabilities, real-time alerts, and customizable dashboards. It’s ideal for teams looking to demonstrate the tangible ROI of earned media and maintain strong relationships with the press. - Accurate Media Database: Continuously updated profiles of journalists, podcasters, and outlets, including recent...