A media database is a directory that compiles multiple journalists, media professionals, and influencers’ contact information. A good media database also lets companies and PR professionals search by a variety of filters, like industry type, outlet, region, and media type, to find the most relevant media contacts for an organization or campaign.

With a comprehensive media list, a business can find relevant journalists, create targeted media lists and build meaningful PR relationships that can last many years. Since there are many media databases out there, we’ve compiled the most beneficial features of a few popular databases.

Just in case, you don’t want to go through the process of comparing the databases in our list, you might be happy to hear that Pressfarm offers all clients access to their comprehensive media database for up to a year. With this database, you can connect with the best journalists in your niche and put your brand in front of the right eyes.

What to consider when choosing a PR database 

• Reach of database 
• Functionality 
• Available contact information 
• How up-to-date 
• Available features and filters 
• Media database pricing 

1) Reach of database 

Regardless of whether a business is looking for a national or international media database, it is important to take note of how many media contacts are available and the reach the database has. While more contacts may not always be better, this increases the chances of companies finding media contacts who are interested in their news story. The largest media databases have at least 1 million media contacts available. The number of media contacts might be lower if the database covers only a specific niche. Along the same lines, when it comes to international media databases, companies should look at the total number of media contacts available and how many of their target journalists are in the regions, countries, or locations that they are interested in targeting.

2) Functionality 

As previously stated, a media database helps companies find the most relevant journalists and influencers for their media needs. Usually, the best media databases also have features that allow companies to learn about the interests of media professionals and the kinds of stories they write. This enables companies to personalize their outreach and increase the chance of landing earned media.

Media database functionality usually includes; basic, advanced, and ultimate. A basic media database makes it easy to search for journalists based on keywords, what they write about, region, type of media, etc. Ideally, it should allow individuals to have detailed contact information and save their media lists for future use. PR databases with more advanced functions may also have built-in distribution capabilities so that companies can personalize and send emails to the journalists in their media list. Some also have tracking so that companies can see who opened their email pitches, which makes follow-up a lot easier. Lastly, databases that have the ultimate level of functionality offer brands the means to discover new influencers and get to know them. Usually, people who use this type of database can access published articles and social posts that their target media professionals have created. They will also gain insight into any personal interests and quirks they might have.

3) Available contact information 

Along the same lines, the most basic media database should have basic contact information so that brands can identify their target media professionals, connect with them and see whether they would be interested in their story. The information should include:

• Full contact name
• Job position
• Email address
• Phone Number
• Topics/Publications covered
• Social media accounts

More advanced databases will include additional conversations like languages spoken/written if the journalist is multilingual, influence score or similar metric, what topics they’ve covered recently, and suggestions for new contacts generated by the database.

4) Frequent updates

Even if media databases have all the information necessary, they might have contact information that is outdated or inaccurate. To figure out whether the information is up-to-date, individuals need to consider how frequently the database is updated and the sources of the available media contacts.

Pressfarm works around the clock to make sure that their media contacts are up-to-date. However, if you think that a contact has not been updated, you can send feedback through their live chat.

5) Available search filters 

Since databases usually contain many contacts, search filters are generally used to help people narrow down their search to find the most relevant journalists. The most common filters on a media database include; location, topics of interest, media outlet, and position/role.

Media database pricing & packages 

When choosing the perfect media database, there are quite a few things to consider because most do not come cheap, and some are only available with annual subscriptions. When doing research, some things to consider are media database pricing from different providers, flexibility, and the minimum length of a contract.

1) Pressfarm 

Pressfarm’s charges a one-time fee for all its packages, and all these packages come with access to their comprehensive media database. Here’s what the packages offer:

PR packages – all are one-time charge	Features
Starter – $90   A great start for small teams looking for the fundamentals to take their communications to the next level.	● Professional designed press/media kit (up to 2 pages): This includes company background, brand brief, vision, mission, photos/videos, and more. ● Press release proofreading and review by PR experts ● Personalized PR action plan (1 page) on strategies and PR industry trade secrets to maximize press coverage ● Tailored PR media list of 500+ contacts by Account Executive for initial PR outreach ● Startup submitted to 25+ directories and review websites to improve SEO and gain exposure ● Access to 100 PR contacts per month from database of 1 million+ reporters, bloggers, and influencers for continued press coverage for a full year ● Priority Email Support
Launch – $180   Ideal for growing companies to increase press coverage, improve effectiveness and personal communication with the media.	● Professionally designed press/media kit (up to 3 pages) ● Press release proofreading and review by PR experts ● Standard distribution of professional online press release. Increase release visibility in relevant search results across major search engines ● Personalized PR action plan (up to 2 pages) on strategies and PR industry trade secrets to maximize press coverage ● Tailored PR media list of 1000+ contacts ● Feature story about your company by Pressfarm shared with email newsletter and social media channels ● Startup submitted to 50+ directories and review websites to improve SEO and gain exposure ● Access 200 PR contacts per month from the media database for continued press coverage for a full year ● Priority Email Support
Campaign – $480   Equip your business with our PR Experts. Gain full control of your brand and stay consistent across the globe.	● Their PR experts will personally pitch a startup to at least 100+ journalists, bloggers, and media influencers on behalf of the company to ensure guaranteed press coverage. ● Professionally designed press/media kit (up to 5 pages) ● Professional press release written by PR experts (up to 1000 words) ● Premium distribution of professional online press release ● Personalized PR Action plan (up to 2 pages) ● Tailored PR media list of 2000+ contacts ● Guest post about your company published in Google News to increase brand credibility and online visibility (up to 500 words) ● Feature story about your company by Pressfarm shared on  email newsletter and social media channels ● Startup submitted to 75+ directories and review websites ● Access to 500 PR contacts per month ● Priority Email Support
Enterprise – $980   Equip your business with the full power of Pressfarm. Gain full control of your brand and stay consistent across the globe. Ideal for companies preparing for a big product launch, or with multiple stories to pitch, who need a PR expert to help them reach leading press contacts.	● PR experts will personally pitch the startup to journalists, bloggers, and media influencers on company’s behalf to get guaranteed press coverage for brand as part of 3 month PR campaign ● Professionally designed press/media kit (up to 8 pages) ● Professional press release written by PR experts ● Premium distribution of professional online press release ● Personalized PR action plan (up to 3 pages) ● Tailored PR media list of 3000+ contacts ● Feature story about the company by Pressfarm shared with email newsletter and social media channels (up to 3 stories) ● Startup submitted to 75+ directories and review websites to build backlinks and online visibility ● Access to 1000 PR contacts ● Priorty Email/Slack correspondence.

 

2) Prowly

Provider	Pricing	Contract length	# of contacts
Prowly	From $189/mo	Monthly or yearly	>1,000,000

Prowly‘s media database costs $189/mo for the most basic plan, which includes being able to use or export 1000 media contacts. It’s possible to upgrade and get 3000 media contacts, which brings the price up to $219. More contacts are available upon request.

3) Cision

Provider	Pricing	Contract length	# of contacts
Cision	From $5000/yr (est.)	Yearly only	>1,400,000

Cision’s PR media database is one of the most expensive ones available on the market, with pricing starting at around $600 per month. Since they only offer annual plans, the database can end up costing about $7200 per year. Their up-to-date pricing is not available publicly and requires getting in touch with their team for more information.

4) Meltwater

Provider	Pricing	Contract length	# of contacts
Meltwater	From $6000/yr (est.)	Yearly only	>380,000

As with Cision, Meltwater does not offer their database pricing publicly on their website. However, annual plans can cost anywhere in the range of $6,000 to $8,000.

5) Muck Rack

Provider	Pricing	Contract length	# of contacts
Muck Rack	From $5000/yr (est.)	Yearly only	>300,000

Muck Rack also keeps the pricing for their media database hidden, but they offer annual plans at $5,000 or more, with no monthly option.

6) Agility PR

Provider	Pricing	Contract length	# of contacts
Agility PR	From $1000/yr (est.)	Yearly only	>1,000,000

The plans at Agility PR start at $1,000 a year. However, as with the previous databases, the exact fee for using the database isn’t available on their website. You have to fill a form to request a quotation.

7) Anewstip

Provider	Pricing	Contract length	# of contacts
Anewstip	From $200/mo (est.)	Yearly only	>1,000,000

Anewstip offers monthly plans from $200 to $400. At this price, you can access their media database, build your own custom media lists and send pitches.

8) Presswire

Provider	Pricing	Contract length	# of contacts
Presswire	Not available	Yearly only	>850,000

Presswire’s database boasts over 850,000 journalists all over the world. However, the cost of using this database will vary with your needs. You have to request a quotation and submit information about your brand.

9) Critical Mention

Provider	Pricing	Contract length	# of contacts
Critical Mention	Not available	Not available	Not available

Critical Mention also has a media database containing the contact details of journalists, bloggers, and influencers. However, as with most of the previously mentioned databases, you need to submit a request for a quotation.

10) Prowly

Provider	Pricing	Contract length	# of contacts
Prowly	From $115/mo (est.)	Monthly	>1,000,000

Prowly also offers clients access to a media database in addition to standard PR services. The cheapest plan goes for $115 a month, and this fee changes depending on the PR services you need.

Media list vs. Media Database 

While both a media list and database are lists of journalists and media professionals, a media list is curated to contain contacts in a client’s specific industry. A media list requires less digging for information because everything you need is already laid out for you.

Using a media database allows companies and individuals to find the most relevant media professionals for their story and create their own personalized media list. Luckily, some PR agencies offer these curated media lists as an additional service to supplement the media database. This is beneficial because the media list is ready for use immediately. However, the list can also can be outdated, inaccurate, poorly-tailored, or expensive.

With all of Pressfarm’s PR packages, you can not only access the media database but also benefit from these personalized media lists.

Choosing a media database can be a tedious and time-consuming process, especially when there are so many to choose from at different price points. But, it’s important to take your time and find one that fits your needs. After all, there is no point in subscribing to an expensive media database or buying a media list if it does not meet your media outreach needs.