Propel vs. Muck Rack: Which PR Software is Right for You?

Choosing the right PR software is a critical decision for any communications team. With so many platforms promising to streamline media relations and maximize earned media impact, how do you know which one truly delivers? 

Two of the most talked-about PR management tools in the industry are Propel and Muck Rack. Both offer solutions designed to help PR professionals build relationships with journalists, track coverage, and measure results-but they do so in different ways.

If you're trying to decide between Propel and Muck Rack, this comparison will break down the key differences, helping you determine which tool best fits your needs.

Overview

Propel

Propel is an AI-powered PR management platform that seamlessly integrates with Gmail and Outlook, enabling PR professionals to manage media outreach without leaving their inboxes. It offers:
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- AI-powered journalist search, providing the most relevant and curated top 200 journalists actively writing about your topic, ensuring fast, relevant results.
- Personalized AI-generated email introductions to improve engagement.
- Automated reporting and real-time media tracking
- Projects Tab with guided workflows for easy campaign setup.

With Propel, PR teams don’t have to work in silos-seamless team collaboration enables coordination across projects, campaigns, and even individual pitching initiatives.

Muck Rack

Muck Rack is a PR software offering a traditional media database, journalist relationship management, and news monitoring. It is commonly used for:
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- Searching for journalists based on the topics they cover
- Tracking press coverage
- Managing media lists and relationships

While Muck Rack provides a traditional media database, Propel goes a step further by leveraging AI to offer real-time journalist insights, smarter search capabilities, and seamless email integration-making media outreach faster, more efficient, and better targeted.

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Feature Comparison

1. Media Database & Journalist Insights

• Propel: Uses AI-powered search to curate highly relevant journalist results based on their recent articles and beats, backed by a massive proprietary dataset of 20 million email pitches that are analyzed in an aggregated and anonymized way to unlock unmatched pitching preference data. This is made possible by being the only PR software with native email plugins in the industry.
• Muck Rack: Offers a traditional media database where users can search for journalists based on topics they cover. 
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- With Propel, you get AI-driven insights that take the guesswork out of journalist targeting- helping you pitch smarter, not harder.
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2. Media Outreach & Email Integration

• Propel: Fully integrates with Gmail and Outlook, allowing users to send and track pitches directly from their inboxes.
• Muck Rack: Requires users to send pitches through its platform rather than directly from their personal email accounts.
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- Propel’s direct inbox integration lets PR teams manage media outreach without disrupting their workflow-directly from the comfort of their inbox.
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3. AI-Powered Pitching & Personalization

• Propel: Uses AI to provide journalist insights and personalized email introductions to increase engagement.
• Muck Rack: Provides journalist contact details with some AI-driven recommendations.
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- With Propel, you get AI-generated personalized introductions for journalists, improving the chances of a successful pitch by 3x.
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4. Media Monitoring & Coverage Tracking

• Propel: Automatically tracks media placements and provides real-time insights to measure earned media impact along with advanced competitor analysis capabilities.
• Muck Rack: Offers media monitoring features with analytics.
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-Both platforms integrate media monitoring tools, however Propel’s user interface makes the process more seamless with real time updates delivered directly to your inbox.
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5. Reporting & Measurement

• Propel: Offers detailed PR performance reports, including open rates, team results, and media impact analytics such as website traffic from coverage backlinks-helping PR teams prove ROI.
• Muck Rack: Offers standard coverage reports but lacks in-depth campaign analytics.
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- Propel’s advanced reporting features allow PR teams to track results more effectively, measure journalist engagement, and optimize future outreach strategies.
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6. Team Collaboration & Ease of Use

• Propel: Eliminates silos by enabling seamless team collaboration across media lists, campaigns, and outreach. The Projects feature provides guided workflows, so teams can get started instantly without long tutorials.
• Muck Rack: It also offers collaboration features, however does not have the project feature which is intuitive and eliminates the need for in-depth training.
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- With Propel, new users can hit the ground running using guided wizards for various PR processes-saving time and increasing efficiency.
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7. Pricing & Value

• Propel: 70% more affordable than Muck Rack, with transparent pricing tiers and free trials for agencies, startups, and Fortune 500 companies alike.
• Muck Rack: Pricing is not publicly available and requires contacting sales for a quote.
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- Propel’s transparent, self-checkout pricing ensures you know exactly what you're paying for- with no surprises.
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Which PR Software Should You Choose?

If you’re looking for a modern, AI-powered PR solution that integrates directly with your email, eliminates silos, and provides advanced analytics, Propel is the clear choice. Its seamless workflow, automated tracking, and data-driven insights make it ideal for PR professionals who want to work smarter and achieve better results.

On the other hand, if you primarily need a traditional media database with journalist contact details and don’t mind a less AI-driven approach, Muck Rack may be a good fit. However, it lacks Propel’s AI-powered personalization, direct email integration, and transparent and affordable pricing.

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Final Verdict: Propel is the better option for PR teams that want a smarter, more intuitive, and results-driven platform at a better price.
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Ready to experience the future of PR software? Book a demo with our team today and discover how Propel can up your PR game!

Please note that this comparison is based on customer feedback and publicly available information. There may be inaccuracies, and it is not intended to officially represent Muck Rack's products or capabilities in any way.

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