Many PR agencies and SEO companies spend a lot of time researching which are the best, least expensive, media databases, but it can be tough to find clear information. Most media database providers don’t publish their rates, forcing you to sit through a demo to get to the bottom line: cost. Luckily for you, Dogwood Solutions has already done the research.
We sat through many demos across different platforms so you don’t have to (demos are painful) and put together everything you need to know about the top media databases before you decide where to invest.
What are media databases and why do PR professionals need them?
Media databases house media professionals’ contact information and work portfolios. It’s a more centralized LinkedIn, but for journalists, reporters, editors, and podcasters, etc, and usually includes their contact information. These databases are a tool for a company or brand to use to find the right people to promote their client’s story. The goal is to save you time from manually researching the perfect contacts at media outlets ideal for your audience.
At Dogwood Solutions, we find databases especially useful when researching a journalist’s body of work (because we don’t “spray and pray,” we target).
For PR agencies and SEO companies, media databases offer significant advantages over traditional research methods:
- Centralized access to hundreds of thousands of media contacts.
- Advanced filtering by beat, location, outlet type, and more.
- Up-to-date contact information that’s regularly verified.
- Efficient alternatives to unreliable Google searches and fabricated AI-generated results.
Top media databases: your options at a glance
Here are the leading media databases currently dominating the market:
- Muck Rack – The industry leader with the largest global database.
- Meltwater – Known for streamlined Boolean search capabilities and social listening to monitor online conversations.
- Cision – Recently upgraded with enhanced beat/sector search features.
- Propel – Ideal for digital PR teams wanting AI-assisted pitch writing.
- Agility PR – Muck Rack’s main competitor, showing 250 results per page vs. Muck Rack’s 25.
- Critical Mention – Onclusive’s US-focused platform emphasizing beat searches.
- Roxhill – Specialized database covering primarily UK media.
- Prowly – Monthly pricing plans with strong international outlet coverage.
- Onclusive/PR Manager – Sector-focused search split between US and Western Europe.
- Qwoted – Has a database that all account holders get access to, but it’s still very much in beta phase and we don’t feel it’s a replacement for a more robust database solution.
The transparency problem with media databases
As with any important decision, it’s essential to research these tools and check them out for yourself. The challenge is that most media databases keep their basic information hidden on their websites. Details such as pricing, features, and limitations are often only available after booking a demo, which makes comparing your options frustrating and nearly impossible.
Dogwood Solutions has faced these same challenges, so we put together a detailed list to help ourselves and you.
Making your decision
When considering the above media database options, keep these six bullets in mind:
- Budget constraints and team size.
- Database size and coverage.
- Geographic focus of your clients.
- Industry specializations you serve.
- Feature requirements (monitoring, exports, search types).
- Integration needs with existing tools.
1. Budget considerations: The reality of media database pricing
Let’s face it, price is usually the first thing people check, and media databases can be costly. Most platforms start at several thousand dollars a year, which is a big investment for any PR agency or SEO company. Make sure you’re actually saving time, not just spending more, and understand exactly what you’re paying for.
Our recommendations regarding pricing:
- Negotiate – listed prices aren’t always set in stone.
- Factor in team size – additional members often cost extra.
- Consider feature needs – basic vs. premium tiers vary significantly.
Prowly's recent price change
Prowly is still seen as a strong option, but its price has jumped from $2,400 in early 2024 to $6,500 by September 2025. From our talks with them, Prowly is now focusing more on large agencies and less on small businesses.
2. Database size and coverage quality
A database size refers to the number of media professionals available. While bigger isn’t always better, it’s best to take a database’s size into account as it will impact your outreach options.
- Larger databases (Muck Rack, Meltwater) offer broader coverage but may include outdated profiles.
- Smaller, specialized databases (Roxhill, Onclusive) provide focused coverage for specific regions, bringing in quality over quantity.
3. Geographic coverage alignment
Make certain that your chosen database aligns with your target audience. I.e., match your database choice to your client’s outreach goal.
- Onclusive: 50% US-based, 50% UK/Western Europe.
- Roxhill: Primarily UK-focused.
- Muck Rack/Meltwater: Global coverage with US emphasis.
- Prowly: Global coverage scope.
4. Industry specialization
Podcast coverage: staying current with media trends
Podcasting is now a major PR channel, so having a database with a strong network of podcasters is valuable. We found that podcast coverage varies a lot between platforms. Make sure your database includes good podcast host info, contact details, and lets you reach out to producers and hosts directly.
For example, PodPitch only offers pitching inside their platform, with no way to contact the producers and podcast hosts yourself.
Local media coverage testing
Local media coverage is key for most PR campaigns, so make sure the database you pick includes current local outlets. Not every database does. In our research, we checked each platform’s local coverage using BoiseDev, a Boise news outlet, as a test case. The results were mixed, so it’s important to try out each platform’s demo to see how well it covers your clients’ local needs.
| Provider | BoiseDev Reporter Count |
|---|---|
| Muck Rack | 7 |
| Meltwater | |
| Cision | 1 |
| Propel | 4 |
| AgilityPR | 6 |
| Critical Mention | 5 |
| Roxhill | 4 |
| Prowly | Not found |
| Onclusive / PR Manager | Did not search |
Testing niche coverage
If your clients are in specialized industries or cover niche topics, check that the database includes enough relevant outlets. Sales reps usually have a standard demo ready, but you should ask them to search for terms specific to your clients. Prepare a list of questions and search terms ahead of time to get the most out of your demo.
5. The export limit trap
Check if the database has a limit on how much data you can export. Many databases set their own export caps, and these limits can vary.
For instance, Prowly allows 2,000 exports each month, which may seem like a lot, but busy PR teams can use this up fast. If you run out of exports in the middle of a campaign, it can disrupt your outreach.
Search functionality: keywords vs. beats
The search analysis between platforms varies significantly. We tested each of the above-listed databases using specific terms to evaluate their filtering capabilities.
Why the search method matters
- Keyword-based search offers more flexibility and natural query processing.
- Beat-based organization can be limiting if categories don’t align with your niche.
While we were testing, we found that keyword searching provides a smoother user experience. It was especially helpful for specialized industries or emerging topics.
6. Domain authority and traffic transparency
Pay attention to domain authority and website traffic. Domain Authority (DA) predicts how well a website will rank in search results, and Unique Visitors Monthly (UVM) shows how many different people visit a site each month. Databases that share DA and UVM for media outlets are more helpful for PR work.
For example, The New York Times has a DA of 94 and a UVM of 108 million, while Scary Mommy has a DA of 79 and a UVM of 256,000. When comparing outlets with similar audiences, look at their DA and UVM.
Platform-specific limitations
Of course, databases come with their own individual limitations and parameters that can affect your workflow.
- Muck Rack: Broadcast monitoring costs extra – factor this in if TV coverage matters to your campaigns.
- Meltwater: Podcast coverage isn’t included in unlimited exports.
- Propel: Only 10 monitoring alerts monthly on basic plans.
- Agility PR: Global outlet access requires premium pricing.
- Onclusive: Single-user limitation – no account sharing possible.
- Prowly: 2,000 monthly contact exports (shared across all team members).
- Qwoted: The media database is in its early stages, but is still a great tool to use for networking and media opportunities.
Final thoughts
Each media database varies widely in its budget constraints and team size, database size and coverage, geographic focus, industry specializations, feature requirements, and integration needs. So, it’s up to you to determine which database fits your business needs.
Don’t only rely on us to make your final decision. We recommend doing your own research and having at least two demo calls with a media database provider before choosing. You can use the full comparison table with all the information in this article and the five steps listed below when doing your own demo testing.
- Prepare specific search terms relevant to your clients.
- Test local outlet coverage for your markets.
- Ask about pricing flexibility and negotiate.
- Verify export limitations and user restrictions.
- Request trial periods when possible.
Remember, the database is only right for you if it aligns with your needs, workflow, and transforms your outreach efficiently. We hope we’ve made your decision easier!
| Provider | Cost per year | Users | Extra Seat | Size of database | Limitations | Podcasts | DA/UVM | Pet Nutrition | Notes | Alerts for Free? |
|---|---|---|---|---|---|---|---|---|---|---|
| Muck Rack | $4-5k | 1 | $1,500 | 600k+ | Broadcast is extra | 352,178 | Yes | 286/12 mos | Yes | |
| Meltwater | $6,500 | 3 | 600k | Unlimited exports, podcasts not included | 25,000 | No | (included veterinarians) | Boolean search is nice | No | |
| Cision | $5,500 | Unlimited | N/A | 120k | Unlimited | publisher, frequency, sector | In monitoring solution (extra) | Does not search articles for keywords. Simply a sector/beat search. | Cision has upgraded their platform but it remains one of the weakest of the options. | No |
| Propel | $2,400 | 1 | $1,000 | 300k | 25 monitoring alerts | Yes | Recommend for Digital PR, they write the pitch for you | Yes (10 alerts) | ||
| AgilityPR | $5-6k | 1 | Global is extra | 6500+ | 250 results per page (as opposed to MR 25) | Yes (up to 50) | ||||
| Critical Mention | $5-6k | Unlimited | N/A | 314k | 5800 | UVMs | This would be very difficult to conduct a keyword search in; the team would have to focus on beats/sectors. | Yes (Up to 5 key words) | ||
| Roxhill | $3,500 | 1 | 7500 for 5 people | Did not know | ~1000 | UVMs via Similar Web | 103/12 mos | Extremely UK-focused | Yes | |
| Prowly | $4,992 | 3 | 2k media contact exports/month | 50/12 mos | The data export limitation makes this a no-go | Yes | ||||
| Onclusive / PR Manager | $6,000 | Unlimited | $625 | 291,835 | Only one user at a time; willing to throw in another seat to close the deal. | Does not focus on podcasts | No | Cannot search for this | Sector search only. No keyword search or articles. Only 50% of DB is US-based. Focused on UK, France, Spain, Ireland | Yes |
Need help optimizing your PR and SEO strategy? Dogwood Solutions specializes in helping companies and organizations streamline their media outreach and content marketing efforts.
