Muck Rack Pro provides tools to locate, monitor, and pitch journalists and bloggers. Searches can be conducted by topic, publication, beat, or links used in stories or other mentions. Email alerts about relevant mentions are sent in real time.
Single user accounts range from $99 to $199 per month. Discounts are offered for multi-user accounts and for annual subscriptions.
Patrick Kerley, senior director at Burson-Marsteller, has been using Muck Rack for about 15 months.
How do you use it?
I primarily use the alert function for a number of clients and we monitor what journalists are saying on an ongoing basis. Having a curated tool like this really helps us figure out who is who and what type of people we want to watch, engage, and hopefully influence.
We create alerts based on keywords and there are a lot of basic Boolean operators for exact phrases. You can also filter by beat, media outlet, or by a media list you've built in Muck Rack. We mainly filter by keyword.
Muck Rack emails alerts to the address associated with your account. We're set up to receive alerts multiple times a day.
I haven't experienced a problem with the tool. We have a really good relationship with the Muck Rack team, so I imagine we would reach out directly if we ever had an issue. They have forms, emails, phone numbers, and social media contact information readily available. They're very transparent in terms of how you get in touch with them with comments and questions.
How does it serve your business needs?
One of the things we pride ourselves on is using social media to "influence the influencers" during times of crisis or related to reputation issues. Muck Rack gives us a very direct line of sight on journalists who influence conversation and opinion on social media. That's critical to serving the client, particularly in instances where time is of the essence.
There are many social media monitoring tools, but sometimes the volume of what you get back requires additional tools such as Muck Rack to identify influencers.
We often work with clients who have acute issues. We can put their brand name into a different tool and get back everything that is said, but that is not helpful if it's a consumer brand that people talk about all the time. When we consider these issues and search just within what journalists and high profile bloggers are saying, it gives us much more actionable raw data and therefore we can act more quickly.
How does it integrate with your existing infrastructure from an IT standpoint?
What are the main benefits?
It's a curated source list, which is sometimes very hard to come by.
The ability to build media lists based off journalists' social media profiles.
Getting real-time alerts based on keywords and media lists gives us a leg up on the competition.
One big differentiator for us is Muck Rack tells us what's in a tweet, as well as what's in an article linked to in the tweet. That's been really helpful in finding things that other services won't find.
What are the main drawbacks?
There aren't really any drawbacks in the service.
The only drawback I'd flag is when you start having multiple users or the agency model starts applying, its gets expensive because the pricing increases as you add more team members.
What would you like to see improved / added?
I like to see Muck Rack curate source lists for other groups so that we can get the same great capabilities for even more influential individuals. For example, adding influential bloggers on topics from automotive to family to healthcare who are not affiliated with a media outlet.
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