Media Database | Muck Rack

The green verified badge on Muck Rack lets people know that a profile page meets Muck Rack’s criteria to be defined as a full-time journalist, and that the information is maintained by Muck Rack’s Editorial team.

If you can’t find contact information for a journalist, contact our team! You can easily hit “Request Update” on any journalist page to start a message to our team so that they can do the research, compile the information and update the journalist’s Muck Rack profile to the best of their ability.

Anyone who is responsible for or directly creating content can be included on Muck Rack, including experts, contributors, and columnists even if they are not full-time journalists. When it comes to any other kinds of contacts, you can upload your own list as custom contacts. You can then use the Muck Rack platform to set up lists of those influencers, like you would with journalists.

Yes! You can discover outlets by criteria such as location, media market, name, keywords and more. From there, you can view outlet descriptions and metrics, people at an outlet and the articles they’ve published.

We aim to review every listing annually and we make hundreds of thousands of updates every year. Plus Muck Rack's database is always growing. We're proud to have a team of over 100 people all over the world working tirelessly to review and update outlet and journalist listings. We leverage our network of PR professionals and journalists as well as social media updates, industry news, and pitch bouncebacks among other signifiers to know when a journalist has changed jobs.

Using a media database helps streamline and strengthen your PR efforts by giving you quick access to accurate journalist and outlet information, saving time and reducing guesswork. It centralizes contacts, past coverage, and pitching preferences so you can target the right people with more personalized, effective outreach. Media databases also improve team collaboration, help track results, and keep your lists updated automatically—making your communications more efficient and more likely to earn quality coverage.

A media database helps you reach the right person with accurate contact details. This reduces the chance of bounced emails. It also provides helpful context such as recent articles, areas of focus, and stated pitching preferences. With this information, you can tailor each pitch and increase the likelihood of a meaningful response.

Media databases use AI to review large amounts of public information. This includes published articles, verified social profiles, and updates from media outlets. The goal is to identify changes in beats, roles, or contact details as they happen. Platforms such as Muck Rack use these signals to keep profiles current and to help reduce manual research. Some tools also use AI to suggest journalists who may be relevant to your work.

When you upload a list, most platforms match your contacts to profiles that already exist in the system. If a journalist changes jobs, beats, or contact information, the platform updates that profile for you. This helps keep your lists accurate without constant manual edits. Muck Rack follows this approach to reduce list maintenance.