NEW YORK: PR management platform Muck Rack has released features that notify PR professionals and journalists about media job changes.
Tailored email digests and notifications on Muck Rack's web app alert customers when journalists on their media lists move jobs.
With the transient nature of journalists in the digital age, the feature can keep PR pros from having to scour social media and news outlets for job updates, according to Muck Rack CEO Greg Galant.
"It’s a lot of noise, so PR pros often miss noticing when a journalist changes jobs, leading to a lot of wasted time and effort working on a pitch that is no longer relevant—or worse, will annoy a journalist," Galant said.
Many journalists update their Muck Rack profiles the moment they change jobs, but the company also uses a combination of machine learning and a team of editors to track the moment journalists switch positions or get a byline at a new publication.
In addition to tailored email digests, anyone can view the Muck Rack feed of featured job updates from the past day with no login required.
Matt Prince, senior manager of PR at Taco Bell, has used the new feature and called the platform “the map, compass and GPS for navigating the ever-evolving media and journalist landscape.”
The update is one in a series of changes at Muck Rack this year. The company launched a Public Relations Management platform, including an update on journalist pitching preferences, in June and started an exclusive partnership with Business Wire in August.