Crandi

Media Database Muck Rack

Leo Migdal
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media database muck rack

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. 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. Manual media research consumes approximately 60% of a PR professional’s time—hours you could spend crafting compelling pitches or building relationships. Without a reliable media database, you’re essentially working with one hand tied behind your back. The true expense isn’t just the time spent searching for contacts, but the opportunity cost of missed placements. When you finally find a journalist’s information through LinkedIn or their publication’s website, there’s no guarantee it’s current.

In fact, 30% of media contacts change positions annually, meaning self-built lists become outdated almost immediately. Consider what happens when you send pitches to incorrect or outdated emails: The most devastating cost, however, is reputational. When you repeatedly pitch journalists with irrelevant content because you haven’t properly researched their beat, you burn bridges that take years to rebuild. A quality media database doesn’t just save time—it preserves your most valuable PR asset: your professional relationships. Here are four media databases that consistently deliver results.

While pricing, features, and ideal use cases differ, all maintain high standards for contact accuracy and search functionality. In the fast-paced world of media outreach, having the right media database is crucial for public relations professionals, marketers, and journalists. Two leading platforms in this space are Cision and Muck Rack. Each offers a unique set of features and tools designed to streamline media outreach efforts. In this detailed comparison, we'll delve into the strengths and weaknesses of each platform to help you determine the best media database for your specific needs. Cision is one of the most well-known and established media database platforms in the industry.

It offers a comprehensive suite of tools for media monitoring, media list building, and analytics. Muck Rack is a newer player that has quickly gained popularity for its user-friendly interface and focus on journalists and social media. When determining the best media database for your needs, consider the following: Evaluate your specific requirements and budget constraints to choose the media database that aligns best with your goals and resources. Each of these platforms has its strengths, so the right choice depends on your unique needs and priorities. 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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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. 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...

Journalists Move Industries, Move Jobs, And Change Email Addresses Quite

Journalists move industries, move jobs, and change email addresses quite often. Even the top media databases aren’t updated in real time. Manual media research consumes approximately 60% of a PR professional’s time—hours you could spend crafting compelling pitches or building relationships. Without a reliable media database, you’re essentially working with one hand tied behind your back. The true ...

In Fact, 30% Of Media Contacts Change Positions Annually, Meaning

In fact, 30% of media contacts change positions annually, meaning self-built lists become outdated almost immediately. Consider what happens when you send pitches to incorrect or outdated emails: The most devastating cost, however, is reputational. When you repeatedly pitch journalists with irrelevant content because you haven’t properly researched their beat, you burn bridges that take years to r...

While Pricing, Features, And Ideal Use Cases Differ, All Maintain

While pricing, features, and ideal use cases differ, all maintain high standards for contact accuracy and search functionality. In the fast-paced world of media outreach, having the right media database is crucial for public relations professionals, marketers, and journalists. Two leading platforms in this space are Cision and Muck Rack. Each offers a unique set of features and tools designed to s...