Media Site’s Changes Highlight Importance of Targeted Outreach

Muck Rack, a site that enables communicators to monitor journalists’ social media conversations while identifying candidates for story pitches, has made changes to its service that will allow for more targeted pitching, according to Fast Company. On the site, reporters will be able to curate their clips in one place and list the topics they do—and do not—cover. 

An improvement that helps PR pros find reporters’ content that is relevant to their pitches is welcomed, says Meghan Kelleher, senior account executive at Access Communications. Access began using Muck Rack a few months ago, and the agency finds the site helpful in tracking not only what journalists are writing about, but their interests as well. “We can do keyword searches on Twitter and set alerts for certain topics,” says Kelleher. “But it’s not just about what they cover—we can spot trends and other topics they might be interested in.”

The Muck Rack upgrades will make pitching more efficient, adds Kelleher, who also heads up the New York City branch of Access' Social Media Working Group, a digital think tank. More intelligence gathered on journalists means more targeted outreach and ultimately less spam being sent to reporters, says Gregory Galant, CEO of Sawhorse Media, which owns Muck Rack.

When it comes to media relations, digital/social outreach to journalists is a double-edged sword. On the one hand, PR pros can easily blanket hundreds—or thousands—of journalists with a pitch. On the other hand, they can also selectively target reporters who will best get the word out. We guess that journalists prefer the latter as opposed to the former.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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