Media Databases

Where the pitch list lives.

Modern media databases blur the line between contact directory and relationship CRM. We evaluated thirteen vendors across data freshness, journalist verification, and integration depth with the broader comms stack.

01
Score 9.2
Best for CRM integration

Propel PRM

Built on Salesforce, Propel treats every journalist relationship as a pipeline. The audit trail and pitch attribution are unmatched for accounts that need to defend their book of business.

Strengths
  • +Native Salesforce object model and reporting
  • +Pitch and coverage attribution against revenue
  • +Granular permissions for agency-of-record setups
Watch-outs
  • −Salesforce license required
  • −Database depth lags Muck Rack in lifestyle beats
02
Score 8.9
Best for journalist verified data

Muck Rack

Muck Rack remains the cleanest database in the category, anchored by journalist-claimed profiles and a respectful approach to opt-outs that keeps deliverability high.

Strengths
  • +Journalist-verified contact data
  • +Strong AI-assisted list building
  • +Healthy email reputation
Watch-outs
  • −Reporting is thinner than Cision
  • −Limited international depth outside US/UK
03
Score 8.4
Best for boutique agencies

Prowly

Owned by Semrush, Prowly bundles a database, newsroom CMS, and pitch tool into a price point smaller shops can stomach. The UX is the best in class.

Strengths
  • +Bundled newsroom and pitch sender
  • +Friendliest onboarding in the category
  • +Useful Semrush SEO crossover
Watch-outs
  • −Smaller database than Cision/Muck Rack
  • −Enterprise reporting is limited
04
Score 7.6
Best for global enterprise

CisionOne

CisionOne consolidates the company's legacy databases into a single workspace. Coverage breadth is unbeatable; the editorial freshness still lags newer entrants.

Strengths
  • +Largest contact universe
  • +Deep multilingual coverage
  • +Bundled monitoring and analytics
Watch-outs
  • −Steep learning curve
  • −Bounce rates trail Muck Rack