Muck Rack
PR software for media monitoring, outreach and analytics.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Muck Rack, LLC
- Entity type
- COMPANY
- Founded
- 2009
- Headquarters
- 96 Spring Street, New York, New York 10012, US
- Company size
- 50–200
- Market role
- MarTech Vendor
- Official website
- muckrack.com
What Muck Rack does
Muck Rack creates value by aggregating and maintaining a proprietary journalist and media dataset, then packaging that data into a SaaS workflow used by PR and communications teams. Customers use the platform to discover contacts, monitor coverage, coordinate outreach, and report campaign impact from one system. Revenue is generated primarily from recurring software subscriptions, while acquisitions extend the product footprint into adjacent intelligence and service-led workflows that deepen customer retention and account value.
Category differentiation
Muck Rack is B2B PR and communications software, not a consumer social network or a general newsroom publisher. It competes with PR intelligence and media monitoring platforms rather than ad buying or publishing systems.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Muck Rack, LLC is a private B2B software company that sells an AI-powered communications and PR platform. Its core product combines a journalist and media contact database, media monitoring, outreach workflow tools, reporting, analytics, and AI-assisted recommendations for communications teams. The company serves in-house PR and communications functions, marketing departments, and agencies that need to identify relevant journalists, monitor earned media, manage outreach, and measure campaign results. The business operates on a software subscription model, with annual licences and tiered access based on users, features, and usage. Muck Rack has expanded its product scope beyond core PR workflow through acquisitions, including Keyhole for social listening and Ruepoint for media intelligence and related services. It remains founder-controlled despite external growth funding and is positioned as a specialised alternative to broader media intelligence incumbents.
Company news briefing
Briefing updated:
Building on its ongoing research into generative search, Muck Rack has been highlighted alongside industry vendors for demonstrating how independent editorial coverage and bylined author entities heavily influence AI engine citations. This development reinforces the strategic importance of tracking citation share across platforms like ChatGPT, Google AI Mode, Gemini, Claude, and Perplexity, as marketers increasingly integrate AI citation tracking into standard PR and SEO workflows.
Business model & monetisation
Muck Rack monetises through recurring SaaS subscriptions sold to PR teams, communications departments and agencies. Commercial packaging is tiered by seat count, feature access, monitoring scope, and platform usage, with annual enterprise-style contracts as the core pricing mechanism. Additional monetisation is supported by expanded media intelligence and professional service capabilities following acquisitions.
- Core PR platform subscriptions
- Software Subscription
- Enterprise feature tiers and seat expansion
- Software Subscription
- Media intelligence and professional services
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
PR Emerges as New SEO for AI Search Visibility
AI Search & GEO · Recorded impact score: 3/5
Fashion brands are increasingly turning to public relations (PR) as a key driver of visibility in AI-powered search engines, as generative engine optimization (GEO) gains prominence. Data analytics provider Launchmetrics, in collaboration with PR agency KCD, has introduced a new metric, AI Visibility (AIV), to measure a brand's presence in LLM responses on platforms like Google Gemini and ChatGPT. This metric complements the existing Media Impact Value (MIV) rankings, providing brands with a dual score to compare traditional media impact with AI-driven discoverability. The initiative highlights that earned media, such as press coverage and influencer mentions, significantly influences AI citations, with research indicating that over 80% of AI-cited links come from earned media. As consumer research increasingly starts with AI assistants, brands are expected to reallocate budgets from SEO towards PR and GEO strategies to enhance their AI visibility and overall brand awareness.
- Launchmetrics and KCD launched a new 'AI Visibility (AIV)' metric to measure brand impact in LLM responses.
- Muck Rack research found that 82% of links cited by AI come from earned media.
Brand Reputation Wins in AI-Driven Search
Search · Recorded impact score: 2/5
A sponsored analysis by Journey Further argues that AI-driven search is collapsing brand discovery, evaluation and conversion into a single step because large language models synthesize third-party opinions (reviews, editorial coverage, community conversations) into answers. Brands that invest in earned media—trusted press, credible citations and community advocacy—are more likely to surface positively in AI-generated results. Journey Further cites internal analyses showing longer, more nuanced queries are rising and that advice pieces attract the majority of high-authority linking coverage. The article highlights technical issues too: many LLMs cannot read dynamically rendered site content, so server-side rendering and LLM-readable product data are important. It recommends shifting budgets toward earned proof, mapping audience influence sources, auditing product data, and building prompt banks.
- Journey Further analysis found searches of five to seven words increased 52% year-over-year (2026 vs 2025) and queries of eight words or more grew 34%.
- Journey Further’s Salient analysis of 4,000 high-authority links found advice pieces attracted 47% of linking coverage; product launches and shopping guides generated less than 2% combined.
Explore company relationships
Questions about Muck Rack
What is Muck Rack?
Muck Rack is a B2B AI communications and PR software platform for media monitoring, journalist discovery, outreach and reporting.
Who uses Muck Rack?
It is used by in-house PR teams, corporate communications departments, marketing teams with earned media responsibilities, and PR agencies.
How does Muck Rack make money?
It makes money primarily through recurring SaaS subscriptions, typically structured as annual licences with pricing based on users, features and usage.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
22 publicly documented primary sources and citations linked across the market graph.
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