I love that this software is based around Twitter. This gives you real time information to understand what journalists are talking about as well as seeing what they are sharing, what have they written, how they like to be pitched, etc. Journalist can also build a profile on Muckrack and upload articles they've written , and fill out a bio. There is also the capability to search by beat, publication (though not all publications are represented) as well as country. This is extremely useful when trying to connect with foreign media.
If a journalist you are trying to reach out to doesn't have a twitter page, or doesn't keep their twitter updated it won't help you. Also, not all publications are represented, I have also searched for several journalists' information (knowing definitively they work at said outlet) only to find no information.The other problem I have noticed is in exporting. Some times the tweets don't export you in the reports I create. That's really annoying. A few flaws but overall I would still highly recommend.
Anyone who is in the midst of media list building, or monitors the media for brand mentions or needs to pitch the media on a story this is the software to use. You can build media lists here based off of search parameters, include tweets, email, etc in exports. If you save searches, you can opt to receive email updates on those searches.
It is a good cross referencing tool when using Cision.
Definitely worth the money. This has made media list building so much easier!!
Journalist outreach for pitching about specific non profit campaigns, as well as media monitoring of brand/campaign mentions. Media list building, and curating.
The benefit is seeing information in real time. Other software doesn't harness the timeliness of twitter.
It is also appreciated especially in the non profit space to be able to do searches around key words, or hashtags depending on what you are monitoring.
Another benefit is in using the who shared my link feature. You can see if any journalists are interacting with specific online content.