This is the short version of my most thorough treatment of the subject.
My goal is that when you finish reading this post, you’ll know whether you should include a demo of Muck Rack as part of your research into which PR platform to use.
I became so impressed with the Muck Rack tool, I reached out to the corporate team to inquire about becoming a brand ambassador for them.
Here are the reasons I choose Muck Rack:
I have 10,000 subscribers to my weekly PR newsletter and hundreds of members in the paid mentoring group that I run. Collectively, they praise Muck Rack and mostly complain about its competitors. I did a formal survey of my members and asked them, “If you have ever subscribed to [PR software vendor], how likely are you to recommend it to your colleagues?”
The following were the percentages who rated each vendor a seven or higher on a 10-point scale:
Muck Rack – 78%
Cision – 51%
Meltwater – 26%
Muck Rack is the exception to other pitching platforms that enable generic blast pitches. The workflow gently guides you to sending carefully targeted, customized pitches, which is going to be way more effective for you.
Journalists love Muck Rack – in fact, groups like the Society of Professional Journalists even partner with the brand. Why? The founding team designed Muck Rack to be the easiest way for journalists to manage their online portfolios. Journalists know that their peers (and potential future employers) see their work via their Muck Rack profile, so the journalists themselves often update it with their latest work, employment and contact info. Muck Rack also uses advanced technology to surface new contacts and potential changes, and employs experienced editorial staff to vet and manage the database. The result? The media database is more accurate than anything I’ve ever seen before, even in this day of intense journalism turnover.
When you use Muck Rack for any length of time, you notice how everything works smoothly together. You see this when you’re moving from the database to the dashboard and monitoring and reporting tools, which my followers also praise. Everything fits naturally together. This contrasts with their competitors, which are made up of different pieces of software stitched together after acquisitions.
Muck Rack is self-funded, which means the founders can take a long-term approach to building a product that solves customers’ biggest challenges, instead of prioritizing financial considerations.
In contrast, Cision was bought by a private equity firm in 2020 and Meltwater is traded on the Norwegian stock exchange. Those owners/investors want to see revenues grow so they can sell their stakes for a profit.
Muck Rack is the first tool to include podcasts and newsletters in its database. When one provider is consistently first with features that you want, that’s a good indicator that they are focused on you, and they will continue to be first with innovations that you and I don’t even know will matter someday.
Muck Rack’s rate is going to be competitive with the players that offer similar features. And the sales rep who walks you through it is going to be knowledgeable, not aggressive, and will make renewing or canceling a smooth experience. What follows is purely subjective, but I’ve heard dozens of bad experiences about the sales and contracting experience with PR software vendors – to date, not one of those has been about Muck Rack.
So that’s why I choose Muck Rack. Here’s how I recommend you proceed with your search to finalize what’s the best fit for you:
Here’s how to get started if you’d like to demo Muck Rack.
Whatever you decide, I wish you all the best in your search.
This article was originally published on July 29, 2021
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